Question 1

Any ad for Samsonite luggages must contain its slogan,"Life's a Journey" and the Samsonite logo.These required ad elements are referred to as:

Accepted Answer

A)  visual enhancers. 
B)  evaluative criteria. 
C)  ad perquisites. 
D)  ad stipulations. 
E)  mandatories. 
A)  visual enhancers. 
B)  evaluative criteria. 
C)  ad perquisites. 
D)  ad stipulations. 
E)  mandatories.

Question 2

In radio,catchy phrases or sound effects are used to trigger interest in an ad.

Accepted Answer

A) True 
 B)False

Question 3

Fact-based thinkers tend to fragment concepts into components and to analyze situations to discover the one best solution.

Accepted Answer

A) True 
 B)False

Question 4

The creative in the role of the Judge evaluates the practicality of the big ideas and decides whether to implement,modify,or discard them.

Accepted Answer

A) True 
 B)False

Question 5

An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage.The ad is _____ because it offers a product that will protect your important business information.

Accepted Answer

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

Question 6

Explain the difference between informational ads and transformational ads.

Accepted Answer

Informational ads offer some relief from

Question 7

According to the text,_____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

Accepted Answer

A)  creative aggregation 
B)  intuitive procedure 
C)  creative process 
D)  innovative promotional process 
E)  selective perception 
A)  creative aggregation 
B)  intuitive procedure 
C)  creative process 
D)  innovative promotional process 
E)  selective perception

Question 8

Last year,the Sopeleto Art Festival was $30,000 in loss.Its managing director intuitively realized that if he were going to keep the festival running he had to rid the festival of cheap gimmickry and poorly made crafts.He embraced the conflict that resulted from his widespread changes.This year,the festival made almost $1,000 in profit due to the _____ thinking of its director.

Accepted Answer

A)  conditioned 
B)  functional 
C)  fact-based 
D)  rational 
E)  value-based 
A)  conditioned 
B)  functional 
C)  fact-based 
D)  rational 
E)  value-based

Question 9

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.The comparison of a purse snatching copier to corporate espionage is an example of how _____ can be used in advertising.

Accepted Answer

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

Question 10

List and define the three components of the message strategy.

Accepted Answer

(1)Verbal: This element includes the cho

Question 11

An ad from National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle.In this example,creativity was used to:

Accepted Answer

A)  inform customers how cost effective peanut butter is. 
B)  persuade bagel manufacturers to carry on-package peanut butter coupons. 
C)  inform customers of the benefits you get from using peanut butter. 
D)  convince customers to eat peanut butter even if they can find something healthier to eat. 
E)  persuade retailers to carry peanut butter. 
A)  inform customers how cost effective peanut butter is. 
B)  persuade bagel manufacturers to carry on-package peanut butter coupons. 
C)  inform customers of the benefits you get from using peanut butter. 
D)  convince customers to eat peanut butter even if they can find something healthier to eat. 
E)  persuade retailers to carry peanut butter.

Question 12

The Sage software ad begins,"Drink in all the benefits of CRM without the big upfront investment." The Sage ad is:

Accepted Answer

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

Question 13

In advertising,it is important for the creative who plays the role of the hunter to look in new and uncommon places for information.

Accepted Answer

A) True 
 B)False

Question 14

What is the technique conceived by Alex Osborn,the former head of BBDO,called which involves two or more people getting together to generate new ideas?

Accepted Answer

This technique is called brain

Question 15

When designing the new ad campaign for Glad Forceflex garbage bags,one of the creatives asked,"What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was used in this example?

Accepted Answer

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

Question 16

The creatives that are in the role of the _____ are most likely to benefit from brainstorming.

Accepted Answer

A)  Intuitives 
B)  Creators 
C)  Mediators 
D)  Explorers 
E)  Collaborators 
A)  Intuitives 
B)  Creators 
C)  Mediators 
D)  Explorers 
E)  Collaborators

Question 17

Truly great ads do have certain characteristics in common.These dimensions of greatness are:

Accepted Answer

A)  metaphors and similes. 
B)  audience resonance and strategic relevance. 
C)  the ability to break through perceptual barriers and complete information. 
D)  the informational and transformational dimensions. 
E)  possible exposures and gross impressions. 
A)  metaphors and similes. 
B)  audience resonance and strategic relevance. 
C)  the ability to break through perceptual barriers and complete information. 
D)  the informational and transformational dimensions. 
E)  possible exposures and gross impressions.

Question 18

According to Roger von Oech,the _____ role in the creative process is to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization.

Accepted Answer

A)  Warrior's 
B)  Executioner's 
C)  Critic's 
D)  Detractor's 
E)  Judge's 
A)  Warrior's 
B)  Executioner's 
C)  Critic's 
D)  Detractor's 
E)  Judge's

Question 19

According to the creative pyramid,the first step in copywriting and art design is to:

Accepted Answer

A)  stimulate the prospect's interest. 
B)  attract the prospect's attention. 
C)  make the prospect aware of the product category. 
D)  make the prospect aware of the brand name. 
E)  create a communications medium. 
A)  stimulate the prospect's interest. 
B)  attract the prospect's attention. 
C)  make the prospect aware of the product category. 
D)  make the prospect aware of the brand name. 
E)  create a communications medium.

Question 20

For transforming and manipulating concepts,Von Oech suggests changing the patterns or experimenting with various approaches or asking what if questions.

Accepted Answer

A) True 
 B)False

Any ad for Samsonite luggages must contain its slogan,"Life's a Journey" and the Samsonite logo.These required ad elements are referred to as:

In radio,catchy phrases or sound effects are used to trigger interest in an ad.

Fact-based thinkers tend to fragment concepts into components and to analyze situations to discover the one best solution.

The creative in the role of the Judge evaluates the practicality of the big ideas and decides whether to implement,modify,or discard them.

An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage.The ad is _____ because it offers a product that will protect your important business information.

Explain the difference between informational ads and transformational ads.

According to the text,_____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

List and define the three components of the message strategy.

An ad from National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle.In this example,creativity was used to:

The Sage software ad begins,"Drink in all the benefits of CRM without the big upfront investment." The Sage ad is:

In advertising,it is important for the creative who plays the role of the hunter to look in new and uncommon places for information.

What is the technique conceived by Alex Osborn,the former head of BBDO,called which involves two or more people getting together to generate new ideas?

When designing the new ad campaign for Glad Forceflex garbage bags,one of the creatives asked,"What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was used in this example?

The creatives that are in the role of the _____ are most likely to benefit from brainstorming.

Truly great ads do have certain characteristics in common.These dimensions of greatness are:

According to Roger von Oech,the _____ role in the creative process is to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization.

According to the creative pyramid,the first step in copywriting and art design is to:

For transforming and manipulating concepts,Von Oech suggests changing the patterns or experimenting with various approaches or asking what if questions.

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

Any ad for Samsonite luggages must contain its slogan,"Life's a Journey" and the Samsonite logo.These required ad elements are referred to as:

In radio,catchy phrases or sound effects are used to trigger interest in an ad.

Fact-based thinkers tend to fragment concepts into components and to analyze situations to discover the one best solution.

The creative in the role of the Judge evaluates the practicality of the big ideas and decides whether to implement,modify,or discard them.

An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage.The ad is _____ because it offers a product that will protect your important business information.

Explain the difference between informational ads and transformational ads.

According to the text,_____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

List and define the three components of the message strategy.

An ad from National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle.In this example,creativity was used to:

The Sage software ad begins,"Drink in all the benefits of CRM without the big upfront investment." The Sage ad is:

In advertising,it is important for the creative who plays the role of the hunter to look in new and uncommon places for information.

What is the technique conceived by Alex Osborn,the former head of BBDO,called which involves two or more people getting together to generate new ideas?

When designing the new ad campaign for Glad Forceflex garbage bags,one of the creatives asked,"What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was used in this example?

The creatives that are in the role of the _____ are most likely to benefit from brainstorming.

Truly great ads do have certain characteristics in common.These dimensions of greatness are:

According to Roger von Oech,the _____ role in the creative process is to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization.

According to the creative pyramid,the first step in copywriting and art design is to:

For transforming and manipulating concepts,Von Oech suggests changing the patterns or experimenting with various approaches or asking what if questions.

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