Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is true of the nonverbal component of a message strategy?

Accepted Answer

A)  It contains guidelines for what the messages should say. 
B)  It describes the relationship of the graphics to the media in which the message will appear. 
C)  It sets down the preferred execution approach and mechanical outcome. 
D)  It mentions the considerations that affect the choice of words. 
E)  It defines the relationship of the copy approach to the medium (or media) that will carry the message. 
A)  It contains guidelines for what the messages should say. 
B)  It describes the relationship of the graphics to the media in which the message will appear. 
C)  It sets down the preferred execution approach and mechanical outcome. 
D)  It mentions the considerations that affect the choice of words. 
E)  It defines the relationship of the copy approach to the medium (or media) that will carry the message.

Question 3

Which of the following appeals will a marketer use to target a consumer's safety needs?

Accepted Answer

A)  Economy in purchase 
B)  Simplicity 
C)  Durability 
D)  Personal comfort 
E)  Appetite 
A)  Economy in purchase 
B)  Simplicity 
C)  Durability 
D)  Personal comfort 
E)  Appetite

Question 4

Ads based on negatively originated motives resonate with the audience by being highly _____.They offer relief from some problem.

Accepted Answer

A)  informational 
B)  transactional 
C)  emotional 
D)  transformational 
E)  rational 
A)  informational 
B)  transactional 
C)  emotional 
D)  transformational 
E)  rational

Question 5

The _____,a member of the creative team,is responsible for the nonverbal aspect of the message,the design,which determines the visual look and intuitive feel.

Accepted Answer

A)  creative director 
B)  art director 
C)  publicity expert 
D)  accounts executive 
E)  copywriter 
A)  creative director 
B)  art director 
C)  publicity expert 
D)  accounts executive 
E)  copywriter

Question 6

The creative pyramid is a model that can help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

Accepted Answer

A) True 
 B)False

Question 7

Who is ultimately responsible for the form the final advertising message takes?

Accepted Answer

A)  The art director 
B)  The creative director 
C)  The media planner 
D)  The graphic engineer 
E)  The copywriter 
A)  The art director 
B)  The creative director 
C)  The media planner 
D)  The graphic engineer 
E)  The copywriter

Question 8

Which of the following refers to art direction?

Accepted Answer

A)  It is the integration of the efforts of the copywriter and the artist. 
B)  It involves execution of the step-by-step process outlined in the creative brief. 
C)  It refers to an entire presentation, including verbal and aural elements. 
D)  It is the process of managing the visual presentation of a message. 
E)  It is a technique for transforming concepts into verbal and nonverbal ad components. 
A)  It is the integration of the efforts of the copywriter and the artist. 
B)  It involves execution of the step-by-step process outlined in the creative brief. 
C)  It refers to an entire presentation, including verbal and aural elements. 
D)  It is the process of managing the visual presentation of a message. 
E)  It is a technique for transforming concepts into verbal and nonverbal ad components.

Question 9

Which of the following is a way in which copywriters credibly demonstrate that the sponsor understands the prospect?

Accepted Answer

A)  They use the word "you" frequently. 
B)  They write a long ad copy. 
C)  They use unusual layouts and vibrant colors. 
D)  They write three-word headlines. 
E)  They use independent test results to substantiate product claims. 
A)  They use the word "you" frequently. 
B)  They write a long ad copy. 
C)  They use unusual layouts and vibrant colors. 
D)  They write three-word headlines. 
E)  They use independent test results to substantiate product claims.

Question 10

Attention is the first objective of any ad and the fundamental building block in the creative pyramid.

Accepted Answer

A) True 
 B)False

Question 11

According to Bruce Bendinger's five key components to give a presentation maximum selling power,_____ involves making the presentation receiver-driven and meeting the client's needs.

Accepted Answer

A)  polished presentation 
B)  strategic precision 
C)  solving the problem 
D)  structural persuasion 
E)  savvy psychology 
A)  polished presentation 
B)  strategic precision 
C)  solving the problem 
D)  structural persuasion 
E)  savvy psychology

Question 12

In terms of IMC,what is meant by creativity?

Accepted Answer

Creativity involves combining

Question 13

Describe Roger Von Oech's four-step creative model.

Accepted Answer

Roger von Oech published a four-step cre

Question 14

Which of the following is an example of a negatively originated consumer motive?

Accepted Answer

A)  Sensory gratification 
B)  Social approval 
C)  Problem removal 
D)  Intellectual stimulation 
E)  Intellectual mastery 
A)  Sensory gratification 
B)  Social approval 
C)  Problem removal 
D)  Intellectual stimulation 
E)  Intellectual mastery

Question 15

Creatives in the _____ must accomplish two major tasks: searching for the big idea and then implementing it.

Accepted Answer

A)  Judge's role 
B)  Artist's role 
C)  Creator's role 
D)  Warrior's role 
E)  Explorer's role 
A)  Judge's role 
B)  Artist's role 
C)  Creator's role 
D)  Warrior's role 
E)  Explorer's role

Question 16

How can a creative team establish credibility for a product or service?

Accepted Answer

The third step in the creative pyramid i

Question 17

In radio,copywriters use sound effects or catchy dialogue.

Accepted Answer

A) True 
 B)False

Question 18

In the creative brief used by Leo Burnett,a(n)_____ refers to a brief description of the evidence that backs up the product promise.

Accepted Answer

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

Question 19

According to Roger von Oech,the role of the _____ in the creative process involves evaluating the results of experimentation and deciding which approach is most practical.

Accepted Answer

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

Question 20

Which of the following is true of creatives in the Explorer role?

Accepted Answer

A)  They search for a key verbal or visual concept and implement it. 
B)  They experiment and play with a variety of approaches, looking for an original idea. 
C)  They evaluate the results of experimentation and decide which approach is most practical. 
D)  They overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization. 
E)  They review the creative brief and the marketing and advertising plan. 
A)  They search for a key verbal or visual concept and implement it. 
B)  They experiment and play with a variety of approaches, looking for an original idea. 
C)  They evaluate the results of experimentation and decide which approach is most practical. 
D)  They overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization. 
E)  They review the creative brief and the marketing and advertising plan.

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

Which of the following is true of the nonverbal component of a message strategy?

Which of the following appeals will a marketer use to target a consumer's safety needs?

Ads based on negatively originated motives resonate with the audience by being highly _____.They offer relief from some problem.

The _____,a member of the creative team,is responsible for the nonverbal aspect of the message,the design,which determines the visual look and intuitive feel.

The creative pyramid is a model that can help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

Who is ultimately responsible for the form the final advertising message takes?

Which of the following refers to art direction?

Which of the following is a way in which copywriters credibly demonstrate that the sponsor understands the prospect?

Attention is the first objective of any ad and the fundamental building block in the creative pyramid.

According to Bruce Bendinger's five key components to give a presentation maximum selling power,_____ involves making the presentation receiver-driven and meeting the client's needs.

In terms of IMC,what is meant by creativity?

Describe Roger Von Oech's four-step creative model.

Which of the following is an example of a negatively originated consumer motive?

Creatives in the _____ must accomplish two major tasks: searching for the big idea and then implementing it.

How can a creative team establish credibility for a product or service?

In radio,copywriters use sound effects or catchy dialogue.

In the creative brief used by Leo Burnett,a(n)_____ refers to a brief description of the evidence that backs up the product promise.

According to Roger von Oech,the role of the _____ in the creative process involves evaluating the results of experimentation and deciding which approach is most practical.

Which of the following is true of creatives in the Explorer role?

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

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

Which of the following is true of the nonverbal component of a message strategy?

Which of the following appeals will a marketer use to target a consumer's safety needs?

Ads based on negatively originated motives resonate with the audience by being highly _____.They offer relief from some problem.

The _____,a member of the creative team,is responsible for the nonverbal aspect of the message,the design,which determines the visual look and intuitive feel.

The creative pyramid is a model that can help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

Who is ultimately responsible for the form the final advertising message takes?

Which of the following refers to art direction?

Which of the following is a way in which copywriters credibly demonstrate that the sponsor understands the prospect?

Attention is the first objective of any ad and the fundamental building block in the creative pyramid.

According to Bruce Bendinger's five key components to give a presentation maximum selling power,_____ involves making the presentation receiver-driven and meeting the client's needs.

In terms of IMC,what is meant by creativity?

Describe Roger Von Oech's four-step creative model.

Which of the following is an example of a negatively originated consumer motive?

Creatives in the _____ must accomplish two major tasks: searching for the big idea and then implementing it.

How can a creative team establish credibility for a product or service?

In radio,copywriters use sound effects or catchy dialogue.

In the creative brief used by Leo Burnett,a(n)_____ refers to a brief description of the evidence that backs up the product promise.

According to Roger von Oech,the role of the _____ in the creative process involves evaluating the results of experimentation and deciding which approach is most practical.

Which of the following is true of creatives in the Explorer role?

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