Question 1

Which of the following statements about the psychological impact of color is NOT true?

Accepted Answer

A)  Colors can impart lifestyle preferences. 
B)  Orange is considered to be the "most edible color". 
C)  National origin can play a role in color preferences. 
D)  Brown is considered a masculine color. 
E)  Blue and deep violet are associated with energy. 
A)  Colors can impart lifestyle preferences. 
B)  Orange is considered to be the "most edible color". 
C)  National origin can play a role in color preferences. 
D)  Brown is considered a masculine color. 
E)  Blue and deep violet are associated with energy.

Question 2

The creative who takes on the role of an explorer examines and seeks out information.

Accepted Answer

A) True 
 B)False

Question 3

Describe the characteristics of fact-based thinkers.

Accepted Answer

Fact-based thinkers tend to be linear th

Question 4

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 creation of a burning bottle of perfume is an example of:

Accepted Answer

A)  selective perception. 
B)  memory files. 
C)  creativity. 
D)  the creative wheel. 
E)  retention. 
A)  selective perception. 
B)  memory files. 
C)  creativity. 
D)  the creative wheel. 
E)  retention.

Question 5

Briefly describe the two dimensions needed for great advertising.

Accepted Answer

Two advertising dimensions needed to pro

Question 6

The _____ would evaluate the practicality of the big idea and decide whether to implement,modify,or discard it.

Accepted Answer

A)  Evaluator 
B)  Mediator 
C)  Judge 
D)  Expressive 
E)  Liaison 
A)  Evaluator 
B)  Mediator 
C)  Judge 
D)  Expressive 
E)  Liaison

Question 7

According to Roger von Oech,the _____ role in the creative process is to experiment and play with a variety of approaches,looking for an original idea.

Accepted Answer

A)  Originator's 
B)  Director's 
C)  Creator's 
D)  Judge's 
E)  Artist's 
A)  Originator's 
B)  Director's 
C)  Creator's 
D)  Judge's 
E)  Artist's

Question 8

The term "creatives" refer to:

Accepted Answer

A)  the people who work in the creative department. 
B)  the elements of the advertising mix that are used in developing advertising strategy. 
C)  the group of all copywriters working in an ad agency. 
D)  the stages in the integration of the visual and nonvisual elements of the ad. 
E)  the final presentation to the client. 
A)  the people who work in the creative department. 
B)  the elements of the advertising mix that are used in developing advertising strategy. 
C)  the group of all copywriters working in an ad agency. 
D)  the stages in the integration of the visual and nonvisual elements of the ad. 
E)  the final presentation to the client.

Question 9

In the advertising process,who are the creatives?

Accepted Answer

As a group,the people who work

Question 10

Which of the following colors conveys sophistication and high-end merchandise?

Accepted Answer

A)  Silver 
B)  Black 
C)  Green 
D)  Blue 
E)  Gold 
A)  Silver 
B)  Black 
C)  Green 
D)  Blue 
E)  Gold

Question 11

One method for alleviating creative blocking is to incubate a concept.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following colors is seen as the symbol of health and freshness?

Accepted Answer

A)  Brown 
B)  Blue 
C)  Green 
D)  Orange 
E)  Yellow 
A)  Brown 
B)  Blue 
C)  Green 
D)  Orange 
E)  Yellow

Question 13

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n):

Accepted Answer

A)  psychosocial consequence. 
B)  copy platform. 
C)  attention-getting device. 
D)  credibility-builder. 
E)  action-stimulator. 
A)  psychosocial consequence. 
B)  copy platform. 
C)  attention-getting device. 
D)  credibility-builder. 
E)  action-stimulator.

Question 14

The ad for Whiskas brand cat food includes a cartoon drawing of a cat watching a woman paint her toenails.The headline suggests that cats know an awful lot about you that you wouldn't want to spread around."Feed them right and they'll keep your secret." Who was responsible for creating the cartoon?

Accepted Answer

A)  The media planner 
B)  The art director 
C)  The publicity expert 
D)  The layout artist 
E)  The PR representative 
A)  The media planner 
B)  The art director 
C)  The publicity expert 
D)  The layout artist 
E)  The PR representative

Question 15

List the three components of the message strategy.

Accepted Answer

The message strategy

Question 16

The _____ is the document that serves as the creative team's guide for writing and producing the ad.

Accepted Answer

A)  creative brief 
B)  storyboard 
C)  graphic ideation 
D)  message strategy 
E)  speculative presentation 
A)  creative brief 
B)  storyboard 
C)  graphic ideation 
D)  message strategy 
E)  speculative presentation

Question 17

While the conceptualization step is important,the visualization step is the most important step in creating an advertisement.

Accepted Answer

A) True 
 B)False

Question 18

An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives.Which of the following techniques for manipulating and transforming ideas was used in this example?

Accepted Answer

A)  Compare 
B)  Block 
C)  Reverse 
D)  Eliminate 
E)  Parody 
A)  Compare 
B)  Block 
C)  Reverse 
D)  Eliminate 
E)  Parody

Question 19

Most ads,whether they are informational or transformational,succeed to resonate with the audiences.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements about brainstorming is true?

Accepted Answer

A)  A brainstorming session is often a source of sudden inspiration. 
B)  Brainstorming is the only technique available for Explorers. 
C)  Brainstorming is performed by the creatives who are in the Expressive role. 
D)  The goal of brainstorming is to criticize any inspiration that comes to mind thereby allowing each new idea an opportunity to stimulate another. 
E)  Evaluating the validity of an idea is the critical factor in a brainstorming session. 
A)  A brainstorming session is often a source of sudden inspiration. 
B)  Brainstorming is the only technique available for Explorers. 
C)  Brainstorming is performed by the creatives who are in the Expressive role. 
D)  The goal of brainstorming is to criticize any inspiration that comes to mind thereby allowing each new idea an opportunity to stimulate another. 
E)  Evaluating the validity of an idea is the critical factor in a brainstorming session.

Which of the following statements about the psychological impact of color is NOT true?

The creative who takes on the role of an explorer examines and seeks out information.

Describe the characteristics of fact-based thinkers.

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 creation of a burning bottle of perfume is an example of:

Briefly describe the two dimensions needed for great advertising.

The _____ would evaluate the practicality of the big idea and decide whether to implement,modify,or discard it.

According to Roger von Oech,the _____ role in the creative process is to experiment and play with a variety of approaches,looking for an original idea.

The term "creatives" refer to:

In the advertising process,who are the creatives?

Which of the following colors conveys sophistication and high-end merchandise?

One method for alleviating creative blocking is to incubate a concept.

Which of the following colors is seen as the symbol of health and freshness?

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n):

The ad for Whiskas brand cat food includes a cartoon drawing of a cat watching a woman paint her toenails.The headline suggests that cats know an awful lot about you that you wouldn't want to spread around."Feed them right and they'll keep your secret." Who was responsible for creating the cartoon?

List the three components of the message strategy.

The _____ is the document that serves as the creative team's guide for writing and producing the ad.

While the conceptualization step is important,the visualization step is the most important step in creating an advertisement.

An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives.Which of the following techniques for manipulating and transforming ideas was used in this example?

Most ads,whether they are informational or transformational,succeed to resonate with the audiences.

Which of the following statements about brainstorming is true?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 10: Creative Strategy and the Creative Process

Which of the following statements about the psychological impact of color is NOT true?

The creative who takes on the role of an explorer examines and seeks out information.

Describe the characteristics of fact-based thinkers.

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 creation of a burning bottle of perfume is an example of:

Briefly describe the two dimensions needed for great advertising.

The _____ would evaluate the practicality of the big idea and decide whether to implement,modify,or discard it.

According to Roger von Oech,the _____ role in the creative process is to experiment and play with a variety of approaches,looking for an original idea.

The term "creatives" refer to:

In the advertising process,who are the creatives?

Which of the following colors conveys sophistication and high-end merchandise?

One method for alleviating creative blocking is to incubate a concept.

Which of the following colors is seen as the symbol of health and freshness?

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n):

The ad for Whiskas brand cat food includes a cartoon drawing of a cat watching a woman paint her toenails.The headline suggests that cats know an awful lot about you that you wouldn't want to spread around."Feed them right and they'll keep your secret." Who was responsible for creating the cartoon?

List the three components of the message strategy.

The _____ is the document that serves as the creative team's guide for writing and producing the ad.

While the conceptualization step is important,the visualization step is the most important step in creating an advertisement.

An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives.Which of the following techniques for manipulating and transforming ideas was used in this example?

Most ads,whether they are informational or transformational,succeed to resonate with the audiences.

Which of the following statements about brainstorming is true?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters