Question 1

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

Question 2

_____ refers to recording any inspiration that comes to mind and is the goal of brainstorming.

Accepted Answer

A)  Free association 
B)  Speed thinking 
C)  Mind mapping 
D)  Lateral thinking 
E)  Internal monologue 
A)  Free association 
B)  Speed thinking 
C)  Mind mapping 
D)  Lateral thinking 
E)  Internal monologue A

Question 3

The third step in the creative pyramid is to establish _____ for claims about the product or service.

Accepted Answer

A)  credibility 
B)  desire 
C)  conviction 
D)  interest 
E)  attention 
A)  credibility 
B)  desire 
C)  conviction 
D)  interest 
E)  attention A

Question 4

Fact-based thinkers tend to be linear thinkers and prefer to have facts and figures-hard data-they can analyze and control.

Accepted Answer

A) True 
 B)False

Question 5

According to the creative brief used by Leo Burnett,a support statement is a brief statement of either the advertising's tone or the long-term character of the brand.

Accepted Answer

A) True 
 B)False

Question 6

People who think in a value-based manner tend to fragment concepts into components and to analyze situations to discover the one best solution.

Accepted Answer

A) True 
 B)False

Question 7

In terms of the Artist's role,a _____ refers to a bold,creative initiative that builds on a strategy,joins the product benefit with consumer desire in a fresh,involving way,brings the subject to life,and makes the audience stop,look,and listen.

Accepted Answer

A)  creative strategy document 
B)  copy platform 
C)  work plan 
D)  big idea 
E)  skunkworks project 
A)  creative strategy document 
B)  copy platform 
C)  work plan 
D)  big idea 
E)  skunkworks project

Question 8

In the _____ step of the creative pyramid,the copywriter encourages prospects to picture themselves enjoying the benefits of the product or service.

Accepted Answer

A)  credibility 
B)  conviction 
C)  attention 
D)  desire 
E)  interest 
A)  credibility 
B)  conviction 
C)  attention 
D)  desire 
E)  interest

Question 9

What is meant by a creative brief?

Accepted Answer

A creative brief is

Question 10

The color black is the coldest color with most appeal and is effective for selling frozen foods.

Accepted Answer

A) True 
 B)False

Question 11

According to the creative brief used by Leo Burnett,which of the following refers to a brand character statement?

Accepted Answer

A)  It refers to a specific, concise description of what the brand is supposed to accomplish. 
B)  It refers to a brief description of the evidence that backs up the brand promise. 
C)  It refers to short-term emotional descriptions of the brand's advertising strategy. 
D)  It refers to a long-term description of the enduring values of a brand. 
A)  It refers to a specific, concise description of what the brand is supposed to accomplish. 
B)  It refers to a brief description of the evidence that backs up the brand promise. 
C)  It refers to short-term emotional descriptions of the brand's advertising strategy. 
D)  It refers to a long-term description of the enduring values of a brand.

Question 12

In the final step of the creative process,the _____ carries the concept into action and gets the big idea approved,produced,and placed in the media.

Accepted Answer

A)  Warrior 
B)  Director 
C)  Explorer 
D)  Judge 
E)  Artist 
A)  Warrior 
B)  Director 
C)  Explorer 
D)  Judge 
E)  Artist

Question 13

Briefly describe the composition of a creative team.

Accepted Answer

The creative spark begins with a team ma

Question 14

List and define the three components of a message strategy.

Accepted Answer

The three components of a message strate

Question 15

The goal of brainstorming is to eliminate "wrong" ideas.

Accepted Answer

A) True 
 B)False

Question 16

A common technique used by campaigns to inform a consumer is to use word plays and verbal or visual metaphors.

Accepted Answer

A) True 
 B)False

Question 17

_____ appeals target the consumer's psychological,social,or symbolic needs.

Accepted Answer

A)  Scarcity 
B)  Humor 
C)  Emotional 
D)  Rational 
E)  Plain 
A)  Scarcity 
B)  Humor 
C)  Emotional 
D)  Rational 
E)  Plain

Question 18

The second step in the creative pyramid,_____,carries the prospective customer-now paying attention-to the heart of the message.

Accepted Answer

A)  conviction 
B)  credibility 
C)  interest 
D)  action 
E)  desire 
A)  conviction 
B)  credibility 
C)  interest 
D)  action 
E)  desire

Question 19

In the creative brief used by Leo Burnett,_____ refer to short-term emotional descriptions of the advertising strategy.

Accepted Answer

A)  mission statements 
B)  tone statements 
C)  objective statements 
D)  support statements 
E)  brand character statements 
A)  mission statements 
B)  tone statements 
C)  objective statements 
D)  support statements 
E)  brand character statements

Question 20

Describe the role of the Judge in the creative process.

Accepted Answer

Roger von Oech published a four-step cre

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

_____ refers to recording any inspiration that comes to mind and is the goal of brainstorming.

The third step in the creative pyramid is to establish _____ for claims about the product or service.

Fact-based thinkers tend to be linear thinkers and prefer to have facts and figures-hard data-they can analyze and control.

According to the creative brief used by Leo Burnett,a support statement is a brief statement of either the advertising's tone or the long-term character of the brand.

People who think in a value-based manner tend to fragment concepts into components and to analyze situations to discover the one best solution.

In terms of the Artist's role,a _____ refers to a bold,creative initiative that builds on a strategy,joins the product benefit with consumer desire in a fresh,involving way,brings the subject to life,and makes the audience stop,look,and listen.

In the _____ step of the creative pyramid,the copywriter encourages prospects to picture themselves enjoying the benefits of the product or service.

What is meant by a creative brief?

The color black is the coldest color with most appeal and is effective for selling frozen foods.

According to the creative brief used by Leo Burnett,which of the following refers to a brand character statement?

In the final step of the creative process,the _____ carries the concept into action and gets the big idea approved,produced,and placed in the media.

Briefly describe the composition of a creative team.

List and define the three components of a message strategy.

The goal of brainstorming is to eliminate "wrong" ideas.

A common technique used by campaigns to inform a consumer is to use word plays and verbal or visual metaphors.

_____ appeals target the consumer's psychological,social,or symbolic needs.

The second step in the creative pyramid,_____,carries the prospective customer-now paying attention-to the heart of the message.

In the creative brief used by Leo Burnett,_____ refer to short-term emotional descriptions of the advertising strategy.

Describe the role of the Judge in the creative process.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters

Exam 10: Creative Strategy and the Creative Process

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

_____ refers to recording any inspiration that comes to mind and is the goal of brainstorming.

The third step in the creative pyramid is to establish _____ for claims about the product or service.

Fact-based thinkers tend to be linear thinkers and prefer to have facts and figures-hard data-they can analyze and control.

According to the creative brief used by Leo Burnett,a support statement is a brief statement of either the advertising's tone or the long-term character of the brand.

People who think in a value-based manner tend to fragment concepts into components and to analyze situations to discover the one best solution.

In terms of the Artist's role,a _____ refers to a bold,creative initiative that builds on a strategy,joins the product benefit with consumer desire in a fresh,involving way,brings the subject to life,and makes the audience stop,look,and listen.

In the _____ step of the creative pyramid,the copywriter encourages prospects to picture themselves enjoying the benefits of the product or service.

What is meant by a creative brief?

The color black is the coldest color with most appeal and is effective for selling frozen foods.

According to the creative brief used by Leo Burnett,which of the following refers to a brand character statement?

In the final step of the creative process,the _____ carries the concept into action and gets the big idea approved,produced,and placed in the media.

Briefly describe the composition of a creative team.

List and define the three components of a message strategy.

The goal of brainstorming is to eliminate "wrong" ideas.

A common technique used by campaigns to inform a consumer is to use word plays and verbal or visual metaphors.

_____ appeals target the consumer's psychological,social,or symbolic needs.

The second step in the creative pyramid,_____,carries the prospective customer-now paying attention-to the heart of the message.

In the creative brief used by Leo Burnett,_____ refer to short-term emotional descriptions of the advertising strategy.

Describe the role of the Judge in the creative process.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters