Question 1

In terms of IMC,_____ involves combining two or more previously unconnected objects or ideas into something new.

Accepted Answer

A)  stimulus 
B)  persuasion 
C)  attitude 
D)  motivation 
E)  creativity 
A)  stimulus 
B)  persuasion 
C)  attitude 
D)  motivation 
E)  creativity

Question 2

According to the creative pyramid,the first objective of any IMC campaign is to:

Accepted Answer

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

Question 3

Marketers use _____ appeals that are directed at the consumer's practical,functional need for the product or service.

Accepted Answer

A)  scarcity 
B)  brand 
C)  emotional 
D)  rational 
E)  snob 
A)  scarcity 
B)  brand 
C)  emotional 
D)  rational 
E)  snob

Question 4

During the _____ in the creative process,creatives evaluate the value of the big ideas and decide whether to implement,modify,or discard them.

Accepted Answer

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

Question 5

Value-based thinkers find it more difficult to embrace change,conflict,and paradox than fact-based thinkers.

Accepted Answer

A) True 
 B)False

Question 6

The Warrior,an imaginary role adopted by creatives,evaluates the results of experimentation and decides which approach is most practical.

Accepted Answer

A) True 
 B)False

Question 7

In the creative process,the _____ purpose is to produce good ideas,not to revel in criticism.

Accepted Answer

A)  Evaluator's 
B)  Mediator's 
C)  Explorer's 
D)  Judge's 
E)  Artist's 
A)  Evaluator's 
B)  Mediator's 
C)  Explorer's 
D)  Judge's 
E)  Artist's

Question 8

Which of the following helps the creative team sell a campaign concept to account managers and helps the managers explain and defend the creative work to the client?

Accepted Answer

A)  Action plan 
B)  Copy point 
C)  Work plan 
D)  Copy platform 
E)  Message strategy 
A)  Action plan 
B)  Copy point 
C)  Work plan 
D)  Copy platform 
E)  Message strategy

Question 9

Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?

Accepted Answer

A)  The layout artist 
B)  The creative director 
C)  The copywriter 
D)  The graphics artist 
E)  The art director 
A)  The layout artist 
B)  The creative director 
C)  The copywriter 
D)  The graphics artist 
E)  The art director

Question 10

_____ refers to a process in which two or more people get together to generate new ideas.

Accepted Answer

A)  Lateral thinking 
B)  Mind mapping 
C)  Brainstorming 
D)  Speed thinking 
E)  Concept mapping 
A)  Lateral thinking 
B)  Mind mapping 
C)  Brainstorming 
D)  Speed thinking 
E)  Concept mapping

Question 11

In terms of the Artist's role,creating a mental picture of a message is known as _____.

Accepted Answer

A)  brainstorming 
B)  characterization 
C)  visualization 
D)  abstraction 
E)  lateral thinking 
A)  brainstorming 
B)  characterization 
C)  visualization 
D)  abstraction 
E)  lateral thinking

Question 12

The Explorer,an imaginary role adopted by creatives,experiments and plays with a variety of approaches,looking for an original idea.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Briefly describe the two dimensions of great advertisements.

Accepted Answer

The two advertising dimensions of a grea

Question 15

In print ads,the headline is often the strongest focal point conceptually as well as visually.

Accepted Answer

A) True 
 B)False

Question 16

In advertising,the _____ is determined by what a company wants to say and how it wants to say it.

Accepted Answer

A)  product concept 
B)  message strategy 
C)  marketing mix 
D)  market segmentation 
E)  target audience 
A)  product concept 
B)  message strategy 
C)  marketing mix 
D)  market segmentation 
E)  target audience

Question 17

Most ads succeed in creating an impact on the audience because they are either informational or transformational.

Accepted Answer

A) True 
 B)False

Question 18

Describe the four roles of creativity in advertising.

Accepted Answer

The four roles of creativity in advertis

Question 19

Explain the difference between informational ads and transformational ads.

Accepted Answer

Negatively originated motives,such as pr

Question 20

For clients,recognizing a big idea and evaluating it is easier than coming up with one.

Accepted Answer

A) True 
 B)False

In terms of IMC,_____ involves combining two or more previously unconnected objects or ideas into something new.

According to the creative pyramid,the first objective of any IMC campaign is to:

Marketers use _____ appeals that are directed at the consumer's practical,functional need for the product or service.

During the _____ in the creative process,creatives evaluate the value of the big ideas and decide whether to implement,modify,or discard them.

Value-based thinkers find it more difficult to embrace change,conflict,and paradox than fact-based thinkers.

The Warrior,an imaginary role adopted by creatives,evaluates the results of experimentation and decides which approach is most practical.

In the creative process,the _____ purpose is to produce good ideas,not to revel in criticism.

Which of the following helps the creative team sell a campaign concept to account managers and helps the managers explain and defend the creative work to the client?

Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?

_____ refers to a process in which two or more people get together to generate new ideas.

In terms of the Artist's role,creating a mental picture of a message is known as _____.

The Explorer,an imaginary role adopted by creatives,experiments and plays with a variety of approaches,looking for an original idea.

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

Briefly describe the two dimensions of great advertisements.

In print ads,the headline is often the strongest focal point conceptually as well as visually.

In advertising,the _____ is determined by what a company wants to say and how it wants to say it.

Most ads succeed in creating an impact on the audience because they are either informational or transformational.

Describe the four roles of creativity in advertising.

Explain the difference between informational ads and transformational ads.

For clients,recognizing a big idea and evaluating it is easier than coming up with one.

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

In terms of IMC,_____ involves combining two or more previously unconnected objects or ideas into something new.

According to the creative pyramid,the first objective of any IMC campaign is to:

Marketers use _____ appeals that are directed at the consumer's practical,functional need for the product or service.

During the _____ in the creative process,creatives evaluate the value of the big ideas and decide whether to implement,modify,or discard them.

Value-based thinkers find it more difficult to embrace change,conflict,and paradox than fact-based thinkers.

The Warrior,an imaginary role adopted by creatives,evaluates the results of experimentation and decides which approach is most practical.

In the creative process,the _____ purpose is to produce good ideas,not to revel in criticism.

Which of the following helps the creative team sell a campaign concept to account managers and helps the managers explain and defend the creative work to the client?

Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?

_____ refers to a process in which two or more people get together to generate new ideas.

In terms of the Artist's role,creating a mental picture of a message is known as _____.

The Explorer,an imaginary role adopted by creatives,experiments and plays with a variety of approaches,looking for an original idea.

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

Briefly describe the two dimensions of great advertisements.

In print ads,the headline is often the strongest focal point conceptually as well as visually.

In advertising,the _____ is determined by what a company wants to say and how it wants to say it.

Most ads succeed in creating an impact on the audience because they are either informational or transformational.

Describe the four roles of creativity in advertising.

Explain the difference between informational ads and transformational ads.

For clients,recognizing a big idea and evaluating it is easier than coming up with one.

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