Question 1

A creative brief can contain all of the following EXCEPT:

Accepted Answer

A)  prospect's personality. 
B)  factors that support the product claim. 
C)  information on budget allocations. 
D)  the medium of communication. 
E)  a concise description of what the ad is supposed to accomplish. 
A)  prospect's personality. 
B)  factors that support the product claim. 
C)  information on budget allocations. 
D)  the medium of communication. 
E)  a concise description of what the ad is supposed to accomplish.

Question 2

In its ads,Imitrex,a prescription medication for migraines,shows how someone who suffers from migraine headaches can get back control of their lives by taking Imitrex.According to the creative pyramid,this type of problem-solving ad can be used to build an ad's:

Accepted Answer

A)  psychological screen. 
B)  exposure. 
C)  interest. 
D)  comprehension. 
E)  interception. 
A)  psychological screen. 
B)  exposure. 
C)  interest. 
D)  comprehension. 
E)  interception.

Question 3

Often the creatives will take an ad campaign that they have been putting a lot of time and effort into and put it aside for a while.Why?

Accepted Answer

This incubation puts the problem back in

Question 4

The ad for Absolut Vodka has the following headline: "Absolut Envy." The creatives who designed this ad were trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute Vodka.

Accepted Answer

A)  desire 
B)  awareness 
C)  deception 
D)  competition 
E)  negative influence 
A)  desire 
B)  awareness 
C)  deception 
D)  competition 
E)  negative influence

Question 5

A creative brief should contain a(n)_____,advertising objectives,and the problem the advertising is designed to solve.

Accepted Answer

A)  policy statement 
B)  corporate vision and mission statement 
C)  benefit execution statement 
D)  tone or brand character statement 
E)  budget and expense statement 
A)  policy statement 
B)  corporate vision and mission statement 
C)  benefit execution statement 
D)  tone or brand character statement 
E)  budget and expense statement

Question 6

The copy platform for Palmer's cocoa-butter-enriched skin softeners would deal with all of the following issues EXCEPT:

Accepted Answer

A)  the time of the year that the ads will need to be run. 
B)  the names of the media vehicles that will be used in the campaign. 
C)  the demographics of people who have a strong need for soft skin. 
D)  the objective of the advertising. 
E)  how the lotion will satisfy its target market's needs. 
A)  the time of the year that the ads will need to be run. 
B)  the names of the media vehicles that will be used in the campaign. 
C)  the demographics of people who have a strong need for soft skin. 
D)  the objective of the advertising. 
E)  how the lotion will satisfy its target market's needs.

Question 7

At the creation of the ad campaign designed to show the strength of the new Glad Forceflex garbage ads,the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of.No criticism of any idea was allowed during the session even when the art director suggested showing a Glad garbage bag as an unbreakable pi-ata.The creatives were engaged in:

Accepted Answer

A)  idea swiping. 
B)  information gathering. 
C)  brainstorming. 
D)  research. 
E)  fostering. 
A)  idea swiping. 
B)  information gathering. 
C)  brainstorming. 
D)  research. 
E)  fostering.

Question 8

Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule?

Accepted Answer

A)  The Judge 
B)  The evaluator 
C)  The referee 
D)  The liaison 
E)  The mediator 
A)  The Judge 
B)  The evaluator 
C)  The referee 
D)  The liaison 
E)  The mediator

Question 9

Most theories of thinking fall into two general categories.What are they?

Accepted Answer

Most theories of thinking fit into two g

Question 10

The two general categories of theories of thinking are:

Accepted Answer

A)  divergent and convergent. 
B)  functional and hierarchical. 
C)  creative and technical. 
D)  fact-based and value-based. 
E)  transformational and transactional. 
A)  divergent and convergent. 
B)  functional and hierarchical. 
C)  creative and technical. 
D)  fact-based and value-based. 
E)  transformational and transactional.

Question 11

Creative brief is also referred to as:

Accepted Answer

A)  a copy platform. 
B)  a benefit strategy. 
C)  a creative action plan. 
D)  a communication strategy. 
E)  an speculative presentation. 
A)  a copy platform. 
B)  a benefit strategy. 
C)  a creative action plan. 
D)  a communication strategy. 
E)  an speculative presentation.

Question 12

According to Roger von Oech,which of the following is NOT a strategy typically used by a good artist to manipulate and transform concepts?

Accepted Answer

A)  Connect 
B)  Imagine 
C)  Reverse 
D)  Intercept 
E)  Eliminate 
A)  Connect 
B)  Imagine 
C)  Reverse 
D)  Intercept 
E)  Eliminate

Question 13

Best Buy retail stores carry many brands and styles of television monitors.In fact,its slogan is "Thousands of Possibilities." You could almost say the ad has a "sea of televisions," which is why it shows a customer and his new TV rowing through hundreds of television sets.What technique did the creative director use to help the advertising be more persuasive?

Accepted Answer

A)  Nonverbal analogy 
B)  Visual metaphor 
C)  Role-playing 
D)  Selective perception 
E)  An observational appeal 
A)  Nonverbal analogy 
B)  Visual metaphor 
C)  Role-playing 
D)  Selective perception 
E)  An observational appeal

Question 14

Who is ultimately responsible for the final form the ad takes?

Accepted Answer

A)  The traffic manager 
B)  The creative director 
C)  The media planner 
D)  The account planner 
E)  The account executive 
A)  The traffic manager 
B)  The creative director 
C)  The media planner 
D)  The account planner 
E)  The account executive

Question 15

The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Accepted Answer

A) True 
 B)False

Question 16

Radio commercials use sound to create _____ in the minds of listeners.

Accepted Answer

A)  the big idea 
B)  resonance 
C)  comparison 
D)  sensory appeal 
E)  word pictures 
A)  the big idea 
B)  resonance 
C)  comparison 
D)  sensory appeal 
E)  word pictures

Question 17

What are the four elements of an advertising strategy?

Accepted Answer

The four elements of an advert

Question 18

The creative brief has several other names.What are they?

Accepted Answer

In some agencies,the creative

Question 19

The difference between a big idea and a strategy is that a big idea describes the direction the message should take while a strategy gives it life.

Accepted Answer

A) True 
 B)False

Question 20

When the agency presents the ad concepts to the client,the client is suddenly placed in the role of the:

Accepted Answer

A)  Judge. 
B)  Artist. 
C)  Referee. 
D)  Warrior. 
E)  Explorer. 
A)  Judge. 
B)  Artist. 
C)  Referee. 
D)  Warrior. 
E)  Explorer.

A creative brief can contain all of the following EXCEPT:

In its ads,Imitrex,a prescription medication for migraines,shows how someone who suffers from migraine headaches can get back control of their lives by taking Imitrex.According to the creative pyramid,this type of problem-solving ad can be used to build an ad's:

Often the creatives will take an ad campaign that they have been putting a lot of time and effort into and put it aside for a while.Why?

The ad for Absolut Vodka has the following headline: "Absolut Envy." The creatives who designed this ad were trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute Vodka.

A creative brief should contain a(n)_____,advertising objectives,and the problem the advertising is designed to solve.

The copy platform for Palmer's cocoa-butter-enriched skin softeners would deal with all of the following issues EXCEPT:

Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule?

Most theories of thinking fall into two general categories.What are they?

The two general categories of theories of thinking are:

Creative brief is also referred to as:

According to Roger von Oech,which of the following is NOT a strategy typically used by a good artist to manipulate and transform concepts?

Who is ultimately responsible for the final form the ad takes?

The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Radio commercials use sound to create _____ in the minds of listeners.

What are the four elements of an advertising strategy?

The creative brief has several other names.What are they?

The difference between a big idea and a strategy is that a big idea describes the direction the message should take while a strategy gives it life.

When the agency presents the ad concepts to the client,the client is suddenly placed in the role of the:

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

A creative brief can contain all of the following EXCEPT:

In its ads,Imitrex,a prescription medication for migraines,shows how someone who suffers from migraine headaches can get back control of their lives by taking Imitrex.According to the creative pyramid,this type of problem-solving ad can be used to build an ad's:

Often the creatives will take an ad campaign that they have been putting a lot of time and effort into and put it aside for a while.Why?

The ad for Absolut Vodka has the following headline: "Absolut Envy." The creatives who designed this ad were trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute Vodka.

A creative brief should contain a(n)_____,advertising objectives,and the problem the advertising is designed to solve.

The copy platform for Palmer's cocoa-butter-enriched skin softeners would deal with all of the following issues EXCEPT:

Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule?

Most theories of thinking fall into two general categories.What are they?

The two general categories of theories of thinking are:

Creative brief is also referred to as:

According to Roger von Oech,which of the following is NOT a strategy typically used by a good artist to manipulate and transform concepts?

Who is ultimately responsible for the final form the ad takes?

The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Radio commercials use sound to create _____ in the minds of listeners.

What are the four elements of an advertising strategy?

The creative brief has several other names.What are they?

The difference between a big idea and a strategy is that a big idea describes the direction the message should take while a strategy gives it life.

When the agency presents the ad concepts to the client,the client is suddenly placed in the role of the:

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