Question 1

The color black when used in ads conveys sophistication and high-end merchandise.

Accepted Answer

A) True 
 B)False

Question 2

The _____ is a simple description and explanation of an ad campaign's overall creative approach.

Accepted Answer

A)  marketing platform 
B)  action plan 
C)  creative brief 
D)  execution statement 
E)  message strategy 
A)  marketing platform 
B)  action plan 
C)  creative brief 
D)  execution statement 
E)  message strategy

Question 3

Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address.What name is given to such specific requirements?

Accepted Answer

Mandatories
Feedback: Mandator

Question 4

Value-based thinkers are better able to embrace change,conflict,and paradox than fact-based thinkers.

Accepted Answer

A) True 
 B)False

Question 5

Why do creatives incubate a concept when they are experiencing creative fatigue?

Accepted Answer

A)  Because it rests the brain and allows better ideas to percolate to the top. 
B)  Because it allows the people in the Explorer role to pass the creative problem back up the chain of command. 
C)  Because it allows bottom-up management of creativity, which needs to be integrated into all functional departments. 
D)  Because it allows the clients to assume something is happening when it is not. 
E)  Because it creates a temporal shelter for creatives. 
A)  Because it rests the brain and allows better ideas to percolate to the top. 
B)  Because it allows the people in the Explorer role to pass the creative problem back up the chain of command. 
C)  Because it allows bottom-up management of creativity, which needs to be integrated into all functional departments. 
D)  Because it allows the clients to assume something is happening when it is not. 
E)  Because it creates a temporal shelter for creatives.

Question 6

How do the creatives establish credibility for their advertised good or service?

Accepted Answer

Three common ways for establis

Question 7

Visual and verbal metaphors can be used to help an ad inform consumers.

Accepted Answer

A) True 
 B)False

Question 8

Art direction is the:

Accepted Answer

A)  integration of the efforts of the copywriter and the artist. 
B)  execution of the step-by-step process outlined in the creative brief. 
C)  whole presentation, including all visual, verbal, and aural elements. 
D)  process of managing the visual presentation of the ad. 
E)  technique for transforming concepts into verbal and nonverbal ad components. 
A)  integration of the efforts of the copywriter and the artist. 
B)  execution of the step-by-step process outlined in the creative brief. 
C)  whole presentation, including all visual, verbal, and aural elements. 
D)  process of managing the visual presentation of the ad. 
E)  technique for transforming concepts into verbal and nonverbal ad components.

Question 9

Imagine an ad for a radio station showing two disparate commuters in their cars listening to drive-time radio.One has a blissfully content smile on her face,while the other looks exaggeratedly concerned and stressed.The announcer,"One of these commuters is relaxing to Soft Rock 94.Can you guess which one?" According to the creative pyramid,this type of comparative advertising can be used to build an ad's:

Accepted Answer

A)  potential exposure. 
B)  awareness. 
C)  interest. 
D)  credibility. 
E)  puffery. 
A)  potential exposure. 
B)  awareness. 
C)  interest. 
D)  credibility. 
E)  puffery.

Question 10

When the art director was asked to create a new ad for Glad Forceflex garbage bags,he needed to create a visual picture which illustrated the strength of the new bags as well as attracting the attention of readers.What is the term used to describe this step in the creative process?

Accepted Answer

A)  Message strategizing 
B)  Monitoring 
C)  Visualization 
D)  Product positioning 
E)  Environmental analysis 
A)  Message strategizing 
B)  Monitoring 
C)  Visualization 
D)  Product positioning 
E)  Environmental analysis

Question 11

Ads that are characterized by negatively originated motives resonate with the audience by being highly _____,by offering relief from negative mental state.

Accepted Answer

A)  informational 
B)  transactional 
C)  psychological 
D)  transformational 
E)  charismatic 
A)  informational 
B)  transactional 
C)  psychological 
D)  transformational 
E)  charismatic

Question 12

What is the first step in the creative process,for the person playing the artist's role?

Accepted Answer

The first step in th

Question 13

What is the last step in developing an advertising strategy?

Accepted Answer

A)  Determining the advertising mix. 
B)  The delivery of the creative brief to the creative department. 
C)  The creation of a message strategy. 
D)  An evaluation of how well the strategy supports the marketing plan. 
E)  Budget allocation. 
A)  Determining the advertising mix. 
B)  The delivery of the creative brief to the creative department. 
C)  The creation of a message strategy. 
D)  An evaluation of how well the strategy supports the marketing plan. 
E)  Budget allocation.

Question 14

In its ads,Aleve pain reliever is compared to Advil and Bayer aspirin.According to the ads,one Aleve gives relief for twelve hours; the other pain relievers have to be taken every four hours.This type of comparison ad can be used to build an ad's:

Accepted Answer

A)  interception. 
B)  awareness. 
C)  psychological screen. 
D)  credibility. 
E)  puffery. 
A)  interception. 
B)  awareness. 
C)  psychological screen. 
D)  credibility. 
E)  puffery.

Question 15

An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a woman's pocketbook.The woman is screaming,and the copier is rolling away with the purse.Who was responsible for creating this illustration?

Accepted Answer

A)  The account executive 
B)  The art director 
C)  The publicity expert 
D)  The layout artist 
E)  The PR representative 
A)  The account executive 
B)  The art director 
C)  The publicity expert 
D)  The layout artist 
E)  The PR representative

Question 16

In the final step of the creative process,the Warrior would perform all of the following activities EXCEPT:

Accepted Answer

A)  carry the concept into action. 
B)  evaluate the practicality of the big idea and decide whether to implement, modify, or discard it. 
C)  help the account manager present the campaign to the client. 
D)  turn the agency account team into co-warriors for the presentation to the client. 
E)  get the big idea approved, produced, and placed in the media. 
A)  carry the concept into action. 
B)  evaluate the practicality of the big idea and decide whether to implement, modify, or discard it. 
C)  help the account manager present the campaign to the client. 
D)  turn the agency account team into co-warriors for the presentation to the client. 
E)  get the big idea approved, produced, and placed in the media.

Question 17

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal,an agency employee in the role of the _____ was assigned to find information on how much more effective the Seal-a-Meal method of food storage was to other methods of food storage.

Accepted Answer

A)  Gatherer 
B)  Hunter 
C)  Creator 
D)  Explorer 
E)  Warrior 
A)  Gatherer 
B)  Hunter 
C)  Creator 
D)  Explorer 
E)  Warrior

Question 18

The creative brief serves as the creative team's guide for writing and producing the ad.

Accepted Answer

A) True 
 B)False

Question 19

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." In this example,the word play is used to:

Accepted Answer

A)  persuade consumers to try the new snack food. 
B)  inform customers that Asian Sensations is a nutritious breakfast. 
C)  persuade customers to buy multiple packages of the Asian Sensations snack food. 
D)  persuade retailers to carry Asian Sensations snack food. 
E)  remind customers that Asian Sensations was still available even if it was not carried by their supermarket. 
A)  persuade consumers to try the new snack food. 
B)  inform customers that Asian Sensations is a nutritious breakfast. 
C)  persuade customers to buy multiple packages of the Asian Sensations snack food. 
D)  persuade retailers to carry Asian Sensations snack food. 
E)  remind customers that Asian Sensations was still available even if it was not carried by their supermarket.

Question 20

As a nation,we use a lot of batteries on a daily basis.So an ad headlined,"The Secret to Great Battery Power" would be highly:

Accepted Answer

A)  manipulative. 
B)  informational. 
C)  educational. 
D)  transactional. 
E)  transformational. 
A)  manipulative. 
B)  informational. 
C)  educational. 
D)  transactional. 
E)  transformational.

The color black when used in ads conveys sophistication and high-end merchandise.

The _____ is a simple description and explanation of an ad campaign's overall creative approach.

Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address.What name is given to such specific requirements?

Value-based thinkers are better able to embrace change,conflict,and paradox than fact-based thinkers.

Why do creatives incubate a concept when they are experiencing creative fatigue?

How do the creatives establish credibility for their advertised good or service?

Visual and verbal metaphors can be used to help an ad inform consumers.

Art direction is the:

When the art director was asked to create a new ad for Glad Forceflex garbage bags,he needed to create a visual picture which illustrated the strength of the new bags as well as attracting the attention of readers.What is the term used to describe this step in the creative process?

Ads that are characterized by negatively originated motives resonate with the audience by being highly _____,by offering relief from negative mental state.

What is the first step in the creative process,for the person playing the artist's role?

What is the last step in developing an advertising strategy?

In its ads,Aleve pain reliever is compared to Advil and Bayer aspirin.According to the ads,one Aleve gives relief for twelve hours; the other pain relievers have to be taken every four hours.This type of comparison ad can be used to build an ad's:

An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a woman's pocketbook.The woman is screaming,and the copier is rolling away with the purse.Who was responsible for creating this illustration?

In the final step of the creative process,the Warrior would perform all of the following activities EXCEPT:

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal,an agency employee in the role of the _____ was assigned to find information on how much more effective the Seal-a-Meal method of food storage was to other methods of food storage.

The creative brief serves as the creative team's guide for writing and producing the ad.

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." In this example,the word play is used to:

As a nation,we use a lot of batteries on a daily basis.So an ad headlined,"The Secret to Great Battery Power" would be highly:

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

The color black when used in ads conveys sophistication and high-end merchandise.

The _____ is a simple description and explanation of an ad campaign's overall creative approach.

Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address.What name is given to such specific requirements?

Value-based thinkers are better able to embrace change,conflict,and paradox than fact-based thinkers.

Why do creatives incubate a concept when they are experiencing creative fatigue?

How do the creatives establish credibility for their advertised good or service?

Visual and verbal metaphors can be used to help an ad inform consumers.

Art direction is the:

When the art director was asked to create a new ad for Glad Forceflex garbage bags,he needed to create a visual picture which illustrated the strength of the new bags as well as attracting the attention of readers.What is the term used to describe this step in the creative process?

Ads that are characterized by negatively originated motives resonate with the audience by being highly _____,by offering relief from negative mental state.

What is the first step in the creative process,for the person playing the artist's role?

What is the last step in developing an advertising strategy?

In its ads,Aleve pain reliever is compared to Advil and Bayer aspirin.According to the ads,one Aleve gives relief for twelve hours; the other pain relievers have to be taken every four hours.This type of comparison ad can be used to build an ad's:

An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a woman's pocketbook.The woman is screaming,and the copier is rolling away with the purse.Who was responsible for creating this illustration?

In the final step of the creative process,the Warrior would perform all of the following activities EXCEPT:

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal,an agency employee in the role of the _____ was assigned to find information on how much more effective the Seal-a-Meal method of food storage was to other methods of food storage.

The creative brief serves as the creative team's guide for writing and producing the ad.

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." In this example,the word play is used to:

As a nation,we use a lot of batteries on a daily basis.So an ad headlined,"The Secret to Great Battery Power" would be highly:

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