Question 1

What is brainstorming?

Accepted Answer

Brainstorming refers

Question 2

In advertising,creatives refer to:

Accepted Answer

A)  the people (copywriter, ad director, and creative director) who work in the creative department. 
B)  the elements of the advertising mix that are used in developing a creative strategy. 
C)  the group of copywriters working in the creative department. 
D)  the stages in the integration of the visual and nonvisual elements of a creative product. 
E)  the elements that are chosen in the final version of a creative product. 
A)  the people (copywriter, ad director, and creative director) who work in the creative department. 
B)  the elements of the advertising mix that are used in developing a creative strategy. 
C)  the group of copywriters working in the creative department. 
D)  the stages in the integration of the visual and nonvisual elements of a creative product. 
E)  the elements that are chosen in the final version of a creative product.

Question 3

When the brain is overloaded with information about a problem,creatives sometimes find it's best to just walk away from it for a while.Why?

Accepted Answer

When the brain is overloaded with inform

Question 4

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

Accepted Answer

A)  Efficiency in operation or use 
B)  Dependability in quality 
C)  Cleanliness 
D)  Rest or sleep 
E)  Economy in purchase 
A)  Efficiency in operation or use 
B)  Dependability in quality 
C)  Cleanliness 
D)  Rest or sleep 
E)  Economy in purchase

Question 5

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

Accepted Answer

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

Question 6

Creative fatigue occurs when people in the agency start "thinking like the client," especially if the client is a fact-based thinker.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements about the psychological impact of color is true?

Accepted Answer

A)  Black conveys sophistication. 
B)  Yellow is considered to be the "most edible color." 
C)  Deep violet is associated with energy and heat. 
D)  Brown is considered a feminine color. 
E)  Red is considered to be the hottest color with the highest "action quotient." 
A)  Black conveys sophistication. 
B)  Yellow is considered to be the "most edible color." 
C)  Deep violet is associated with energy and heat. 
D)  Brown is considered a feminine color. 
E)  Red is considered to be the hottest color with the highest "action quotient."

Question 8

According to Bruce Bendinger's five key components to give a presentation maximum selling power,_____ involves preparation and rehearsal and using great visuals and emotional appeals.

Accepted Answer

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

Question 9

The _____ refers to the creative team's guide for writing and producing a campaign.

Accepted Answer

A)  copy platform 
B)  storyboard 
C)  copy point 
D)  message plan 
E)  rationale 
A)  copy platform 
B)  storyboard 
C)  copy point 
D)  message plan 
E)  rationale

Question 10

In the Judge's role,creatives evaluate the value of the big ideas and decide whether to implement,modify,or discard them.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is a dimension of a great advertisement?

Accepted Answer

A)  Sensory appeal 
B)  Audience impact 
C)  Gross impressions 
D)  Informational motive 
E)  Possible exposures 
A)  Sensory appeal 
B)  Audience impact 
C)  Gross impressions 
D)  Informational motive 
E)  Possible exposures

Question 12

The final block of the creative pyramid,_____,reaches the smallest audience but those with the most to gain from the product's utility.

Accepted Answer

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

Question 13

One method to alleviate creative blocking is to allow the problem to incubate in the subconscious mind.

Accepted Answer

A) True 
 B)False

Question 14

According to the creative brief used by Leo Burnett,brand character statements are short-term emotional descriptions of the advertising strategy.

Accepted Answer

A) True 
 B)False

Question 15

What is meant by visualization in advertising?

Accepted Answer

Creating a mental pi

Question 16

_____ may occur when people in an agency start "thinking like the client," especially if the client is a fact-based thinker.

Accepted Answer

A)  Mind mapping 
B)  Creative blocking 
C)  Brainstorming 
D)  Speed thinking 
E)  Free association 
A)  Mind mapping 
B)  Creative blocking 
C)  Brainstorming 
D)  Speed thinking 
E)  Free association

Question 17

According to Roger von Oech,the role of the _____ in the creative process involves experimenting and playing with a variety of approaches,looking for an original idea.

Accepted Answer

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

Question 18

A(n)_____ ad uses positive reinforcement to offer a reward and targets consumers with positively originated motives.

Accepted Answer

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

Question 19

The purpose of the final step of the creative pyramid,____,is to motivate people to do something-send in a coupon,visit a Web site,visit the store-or at least to agree with the advertiser.

Accepted Answer

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

Question 20

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

Accepted Answer

A)  Convergent 
B)  Divergent 
C)  Fact-based 
D)  Emotional 
E)  Value-based 
A)  Convergent 
B)  Divergent 
C)  Fact-based 
D)  Emotional 
E)  Value-based

What is brainstorming?

In advertising,creatives refer to:

When the brain is overloaded with information about a problem,creatives sometimes find it's best to just walk away from it for a while.Why?

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

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

Creative fatigue occurs when people in the agency start "thinking like the client," especially if the client is a fact-based thinker.

Which of the following statements about the psychological impact of color is true?

According to Bruce Bendinger's five key components to give a presentation maximum selling power,_____ involves preparation and rehearsal and using great visuals and emotional appeals.

The _____ refers to the creative team's guide for writing and producing a campaign.

In the Judge's role,creatives evaluate the value of the big ideas and decide whether to implement,modify,or discard them.

Which of the following is a dimension of a great advertisement?

The final block of the creative pyramid,_____,reaches the smallest audience but those with the most to gain from the product's utility.

One method to alleviate creative blocking is to allow the problem to incubate in the subconscious mind.

According to the creative brief used by Leo Burnett,brand character statements are short-term emotional descriptions of the advertising strategy.

What is meant by visualization in advertising?

_____ may occur when people in an agency start "thinking like the client," especially if the client is a fact-based thinker.

According to Roger von Oech,the role of the _____ in the creative process involves experimenting and playing with a variety of approaches,looking for an original idea.

A(n)_____ ad uses positive reinforcement to offer a reward and targets consumers with positively originated motives.

The purpose of the final step of the creative pyramid,____,is to motivate people to do something-send in a coupon,visit a Web site,visit the store-or at least to agree with the advertiser.

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

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

What is brainstorming?

In advertising,creatives refer to:

When the brain is overloaded with information about a problem,creatives sometimes find it's best to just walk away from it for a while.Why?

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

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

Creative fatigue occurs when people in the agency start "thinking like the client," especially if the client is a fact-based thinker.

Which of the following statements about the psychological impact of color is true?

According to Bruce Bendinger's five key components to give a presentation maximum selling power,_____ involves preparation and rehearsal and using great visuals and emotional appeals.

The _____ refers to the creative team's guide for writing and producing a campaign.

In the Judge's role,creatives evaluate the value of the big ideas and decide whether to implement,modify,or discard them.

Which of the following is a dimension of a great advertisement?

The final block of the creative pyramid,_____,reaches the smallest audience but those with the most to gain from the product's utility.

One method to alleviate creative blocking is to allow the problem to incubate in the subconscious mind.

According to the creative brief used by Leo Burnett,brand character statements are short-term emotional descriptions of the advertising strategy.

What is meant by visualization in advertising?

_____ may occur when people in an agency start "thinking like the client," especially if the client is a fact-based thinker.

According to Roger von Oech,the role of the _____ in the creative process involves experimenting and playing with a variety of approaches,looking for an original idea.

A(n)_____ ad uses positive reinforcement to offer a reward and targets consumers with positively originated motives.

The purpose of the final step of the creative pyramid,____,is to motivate people to do something-send in a coupon,visit a Web site,visit the store-or at least to agree with the advertiser.

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

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