Exam 10: Creative Strategy and the Creative Process

According to Von Oech,there are four roles that every art director and copywriter has to personally take on at some point in the creative process.List and briefly describe each of these imaginary roles.

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(Essay)

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Question 1

Correct Answer:

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(a)The Explorer-searches for new information,paying attention to unusual patterns, (b)The Artist-experiments and plays with a variety of approaches,looking for an original idea, (c)The Judge-evaluates the results of experimentation and decides which approach is most practical, (d)The Warrior-overcomes excuses,idea killers,setbacks,and obstacles to bring a creative concept into realization.

People who are value-based thinkers can also be described as linear thinkers.

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(True/False)

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Question 2

Correct Answer:

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False

The creative in the role of the _____ would state that a full-page ad for free checking accounts in The Wall Street Journal is a waste of resources for a community bank.

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(Multiple Choice)

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Question 3

Correct Answer:

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Who is responsible for writing the words in an ad for a new campaign for Porsche automobiles?

(Multiple Choice)

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Question 4

An ad for ArtedeMexico,a company that provides lighting fixtures for interior designers,contains the company's address,its Web site address,its e-mail address,its phone number,and its fax number and encourages people reading the ad to contact them with any questions about lighting.In terms of the creative pyramid,the ad is striving to create:

(Multiple Choice)

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Question 5

What are the three components of the message strategy?

(Multiple Choice)

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Question 6

According to Roger von Oech,the _____ role in the creative process is to evaluate the results of experimentation and decide which approach is most practical.

(Multiple Choice)

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Question 7

The Sylvan Learning Center ad begins,"Every child is a success story waiting to begin." The Sylvan ad is _____ because it has a positively originated motive.

(Multiple Choice)

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Question 8

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.The creatives who designed this ad intended its visuals to be a(n):

(Multiple Choice)

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Question 9

The _____ component of the message strategy would include budgets,scheduling limitations,and mandatories.

(Multiple Choice)

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Question 10

According to Roger von Oech,what are the four distinct roles in the creative process?

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Question 11

What are the two broad appeals that advertisers use when writing the creative brief?

(Essay)

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Question 12

The creative brief not only identifies the benefits to be presented to consumers,but also includes the issues relating to the execution of the ad.

(True/False)

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Question 13

The creative pyramid is a model that can help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

(True/False)

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Question 14

Describe the role of the Judge in the creative process?

(Essay)

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Question 15

One way that copywriters create interest in their ads is to:

(Multiple Choice)

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Question 16

What is the fundamental building block for the creative pyramid?

(Multiple Choice)

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Question 17

Creative blocking may occur when people in the agency start thinking like a value-based thinker.

(True/False)

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Question 18

List the five steps of the creative pyramid,starting at its top.

(Essay)

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Question 19

The attention step is critically important to triggering an ad's boom factor.

(True/False)

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Question 20

Showing 1 - 20 of 110

According to Von Oech,there are four roles that every art director and copywriter has to personally take on at some point in the creative process.List and briefly describe each of these imaginary roles.

People who are value-based thinkers can also be described as linear thinkers.

The creative in the role of the _____ would state that a full-page ad for free checking accounts in The Wall Street Journal is a waste of resources for a community bank.

Who is responsible for writing the words in an ad for a new campaign for Porsche automobiles?

What are the three components of the message strategy?

According to Roger von Oech,the _____ role in the creative process is to evaluate the results of experimentation and decide which approach is most practical.

The Sylvan Learning Center ad begins,"Every child is a success story waiting to begin." The Sylvan ad is _____ because it has a positively originated motive.

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.The creatives who designed this ad intended its visuals to be a(n):

The _____ component of the message strategy would include budgets,scheduling limitations,and mandatories.

According to Roger von Oech,what are the four distinct roles in the creative process?

What are the two broad appeals that advertisers use when writing the creative brief?

The creative brief not only identifies the benefits to be presented to consumers,but also includes the issues relating to the execution of the ad.

The creative pyramid is a model that can help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

Describe the role of the Judge in the creative process?

One way that copywriters create interest in their ads is to:

What is the fundamental building block for the creative pyramid?

Creative blocking may occur when people in the agency start thinking like a value-based thinker.

List the five steps of the creative pyramid,starting at its top.

The attention step is critically important to triggering an ad's boom factor.

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