Question 1

Message design refers to the use of graphics and visuals.

Accepted Answer

A) True 
 B)False

Question 2

A ________ is a generic,non-original,non-novel idea.

Accepted Answer

A)  Big Idea 
B)  cliché 
C)  slogan 
D)  tagline 
E)  creative concept 
A)  Big Idea 
B)  cliché 
C)  slogan 
D)  tagline 
E)  creative concept

Question 3

Which dimension of effective advertising represents the "science" part?

Accepted Answer

A)  strategic dimension 
B)  personal dimension 
C)  creative dimension 
D)  media dimension 
E)  audience dimension 
A)  strategic dimension 
B)  personal dimension 
C)  creative dimension 
D)  media dimension 
E)  audience dimension

Question 4

________ is what the advertisement says,and ________ is how it is said.

Accepted Answer

A)  Execution; creative strategy 
B)  Message strategy; media strategy 
C)  Creative strategy; execution 
D)  Media strategy; message strategy 
E)  Cognition; affect 
A)  Execution; creative strategy 
B)  Message strategy; media strategy 
C)  Creative strategy; execution 
D)  Media strategy; message strategy 
E)  Cognition; affect

Question 5

To get attention,an ad has to have pulling power.

Accepted Answer

A) True 
 B)False

Question 6

Compare and contrast the terms creative strategy and creative execution.

Accepted Answer

Creative strategy is what the advertisem

Question 7

What do media planners,market researchers,copywriters,and art directors all have in common?

Accepted Answer

A)  They all search for new ideas. 
B)  They all manage the creative process. 
C)  They all conduct market research. 
D)  They all need consumer approval. 
E)  They all rely on logical appeals more heavily than emotional appeals. 
A)  They all search for new ideas. 
B)  They all manage the creative process. 
C)  They all conduct market research. 
D)  They all need consumer approval. 
E)  They all rely on logical appeals more heavily than emotional appeals.

Question 8

Creative problem solvers are risk takers who tend to be self-sufficient,self-disciplined,and curious.

Accepted Answer

A) True 
 B)False

Question 9

What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?

Accepted Answer

A)  testimonial 
B)  tagline 
C)  teaser 
D)  unique selling proposition 
E)  signature 
A)  testimonial 
B)  tagline 
C)  teaser 
D)  unique selling proposition 
E)  signature

Question 10

According to Professor Sheila Sasser,what are the 3 Ps of innovation?

Accepted Answer

A)  person, plan, product 
B)  plan, product, process 
C)  place, person, process 
D)  place, plan, process 
E)  place, plan, product 
A)  person, plan, product 
B)  plan, product, process 
C)  place, person, process 
D)  place, plan, process 
E)  place, plan, product

Message design refers to the use of graphics and visuals.

A ________ is a generic,non-original,non-novel idea.

Which dimension of effective advertising represents the "science" part?

is what the advertisement says,and is how it is said.

To get attention,an ad has to have pulling power.

Compare and contrast the terms creative strategy and creative execution.

What do media planners,market researchers,copywriters,and art directors all have in common?

Creative problem solvers are risk takers who tend to be self-sufficient,self-disciplined,and curious.

What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?

According to Professor Sheila Sasser,what are the 3 Ps of innovation?

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 8: The Creative Side

Message design refers to the use of graphics and visuals.

A ________ is a generic,non-original,non-novel idea.

Which dimension of effective advertising represents the "science" part?

________ is what the advertisement says,and ________ is how it is said.

To get attention,an ad has to have pulling power.

Compare and contrast the terms creative strategy and creative execution.

What do media planners,market researchers,copywriters,and art directors all have in common?

Creative problem solvers are risk takers who tend to be self-sufficient,self-disciplined,and curious.

What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?

According to Professor Sheila Sasser,what are the 3 Ps of innovation?

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

is what the advertisement says,and is how it is said.