Question 1

As a group,the people who work in the creative department are generally referred to as creatives.

Accepted Answer

A) True 
 B)False

Question 2

Describe the four roles of creativity in advertising.

Accepted Answer

The four roles of creativity in advertis

Question 3

When the art director for the new 80 Series LCD Flatiron monitor from LG was asked to create an ad that emphasized how thin the monitor was,he visualized a picture showing how little space the monitor took when stacked on a book shelf.What is the term used to describe this step in the creative process?

Accepted Answer

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

Question 4

In the creative process,the Warrior's role:

Accepted Answer

A)  is the easiest role to assume if the role of the Judge is minimized. 
B)  is the role that sometimes can be eliminated. 
C)  should help the client recognize and appreciate the big idea. 
D)  engages in the ad conceptualization step. 
E)  gathers information from external primary sources. 
A)  is the easiest role to assume if the role of the Judge is minimized. 
B)  is the role that sometimes can be eliminated. 
C)  should help the client recognize and appreciate the big idea. 
D)  engages in the ad conceptualization step. 
E)  gathers information from external primary sources.

Question 5

In the creative process,the big idea:

Accepted Answer

A)  is defined as a bold, creative initiative. 
B)  joins the product benefit with the consumer desire in a recognizable, familiar way. 
C)  allows the reader or the audience to stop, look, and listen if they want to. 
D)  is almost never expressed through a combination of art and copy. 
E)  describes the direction the message should take. 
A)  is defined as a bold, creative initiative. 
B)  joins the product benefit with the consumer desire in a recognizable, familiar way. 
C)  allows the reader or the audience to stop, look, and listen if they want to. 
D)  is almost never expressed through a combination of art and copy. 
E)  describes the direction the message should take.

Question 6

Under which type of thinking style do people tend to concepts into components and to analyze situations to discover the one best solution?

Accepted Answer

Fact-based thinkers tend to fragment con

Question 7

In the final step of the creative process,the _____ carries the concept into action.

Accepted Answer

A)  Warrior 
B)  referee 
C)  critic 
D)  Judge 
E)  opponent 
A)  Warrior 
B)  referee 
C)  critic 
D)  Judge 
E)  opponent

Question 8

According to Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

Accepted Answer

A)  Gatherer's 
B)  Hunter's 
C)  Artist's 
D)  Explorer's 
E)  Judge's 
A)  Gatherer's 
B)  Hunter's 
C)  Artist's 
D)  Explorer's 
E)  Judge's

Question 9

The creative strategy document is sometimes referred to as the copy platform.

Accepted Answer

A) True 
 B)False

Question 10

_____ can occur when an agency has served an account for a long time and all the fresh ideas have been worked and reworked.

Accepted Answer

A)  Creative overload 
B)  Creative fatigue 
C)  Overextension 
D)  Creative brainstorming 
E)  Perceptive interference 
A)  Creative overload 
B)  Creative fatigue 
C)  Overextension 
D)  Creative brainstorming 
E)  Perceptive interference

As a group,the people who work in the creative department are generally referred to as creatives.

Describe the four roles of creativity in advertising.

In the creative process,the Warrior's role:

In the creative process,the big idea:

Under which type of thinking style do people tend to concepts into components and to analyze situations to discover the one best solution?

In the final step of the creative process,the _____ carries the concept into action.

According to Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

The creative strategy document is sometimes referred to as the copy platform.

_____ can occur when an agency has served an account for a long time and all the fresh ideas have been worked and reworked.

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

As a group,the people who work in the creative department are generally referred to as creatives.

Describe the four roles of creativity in advertising.

In the creative process,the Warrior's role:

In the creative process,the big idea:

Under which type of thinking style do people tend to concepts into components and to analyze situations to discover the one best solution?

In the final step of the creative process,the _____ carries the concept into action.

According to Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

The creative strategy document is sometimes referred to as the copy platform.

_____ can occur when an agency has served an account for a long time and all the fresh ideas have been worked and reworked.

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