Question 1

In the Warrior's role,creatives win territory for big new ideas in a world resistant to change and carry the concept into action.

Accepted Answer

A) True 
 B)False

Question 2

The term ____ refers to the entire advertising presentation-visual,verbal,and aural.

Accepted Answer

A)  creative brief 
B)  creativity 
C)  art 
D)  mandatories 
E)  copy 
A)  creative brief 
B)  creativity 
C)  art 
D)  mandatories 
E)  copy

Question 3

Describe the characteristics of fact-based thinkers.

Accepted Answer

People whose preferred style of thinking

Question 4

In the advertising process,who are the creatives?

Accepted Answer

As a group,the people who work

Question 5

According to Roger von Oech,the role of the _____ in the creative process involves searching for new information and paying attention to unusual patterns.

Accepted Answer

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

Question 6

In IMC,the ______ refer(s)to the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

Accepted Answer

A)  product concept 
B)  creative process 
C)  copy platform 
D)  advertising pyramid 
E)  work plan 
A)  product concept 
B)  creative process 
C)  copy platform 
D)  advertising pyramid 
E)  work plan

Question 7

_____ thinkers make decisions based on intuition and ethical judgments.They are better able to embrace change,conflict,and paradox.

Accepted Answer

A)  Conditioned 
B)  Functional 
C)  Fact-based 
D)  Rational 
E)  Value-based 
A)  Conditioned 
B)  Functional 
C)  Fact-based 
D)  Rational 
E)  Value-based

Question 8

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

Accepted Answer

A)  creative brief 
B)  mixed-media approach 
C)  work plan 
D)  product concept 
E)  creative pyramid 
A)  creative brief 
B)  mixed-media approach 
C)  work plan 
D)  product concept 
E)  creative pyramid

Question 9

Which of the following is a function of the verbal component of a message strategy?

Accepted Answer

A)  It contains guidelines for what the messages should say. 
B)  It describes the overall nature of the campaign's graphics. 
C)  It describes the relationship of the graphics to the media in which the message will appear. 
D)  It mentions the preferred execution approach and mechanical outcome. 
E)  It includes budget and scheduling limitations. 
A)  It contains guidelines for what the messages should say. 
B)  It describes the overall nature of the campaign's graphics. 
C)  It describes the relationship of the graphics to the media in which the message will appear. 
D)  It mentions the preferred execution approach and mechanical outcome. 
E)  It includes budget and scheduling limitations.

Question 10

Creative blocking may occur when people in the agency implement value-based thinking.

Accepted Answer

A) True 
 B)False

Question 11

In a creative team,the art director develops the verbal message,the copy (words)spoken by the imaginary persona.

Accepted Answer

A) True 
 B)False

Question 12

The _____ component of a message strategy includes budgets,scheduling limitations,and mandatories.

Accepted Answer

A)  nonverbal 
B)  informational 
C)  verbal 
D)  technical 
E)  transformational 
A)  nonverbal 
B)  informational 
C)  verbal 
D)  technical 
E)  transformational

Question 13

The commonalities of great ads can be grouped into two dimensions: the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Accepted Answer

A) True 
 B)False

Question 14

A(n)_____ refers to a simple description and explanation of a campaign's overall creative approach-what the campaign says,how it says it,and why.

Accepted Answer

A)  copy point 
B)  action plan 
C)  creative brief 
D)  mission statement 
E)  rationale 
A)  copy point 
B)  action plan 
C)  creative brief 
D)  mission statement 
E)  rationale

Question 15

A(n)_____ refers to a simple written statement of the most important issues to consider in the development of a campaign: the who,why,what,where,and when.

Accepted Answer

A)  creative brief 
B)  copy point 
C)  action plan 
D)  mission statement 
E)  narrative message 
A)  creative brief 
B)  copy point 
C)  action plan 
D)  mission statement 
E)  narrative message

Question 16

In terms of the technical component of a message strategy,_____ refer(s)to specific requirements such as addresses,logos,and slogans.

Accepted Answer

A)  mandatories 
B)  rationale 
C)  work plans 
D)  copy platforms 
E)  copy points 
A)  mandatories 
B)  rationale 
C)  work plans 
D)  copy platforms 
E)  copy points

Question 17

Which of the following colors is considered a symbol of health and freshness and is popularly used for environmentally friendly products?

Accepted Answer

A)  Brown 
B)  Blue 
C)  Green 
D)  Orange 
E)  Yellow 
A)  Brown 
B)  Blue 
C)  Green 
D)  Orange 
E)  Yellow

Question 18

In the creative brief used by Leo Burnett,a(n)_____ refers to a specific,concise description of what the campaign is supposed to accomplish or what problem it is supposed to solve.

Accepted Answer

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

Question 19

Which of the following colors conveys sophistication and high-end merchandise,and is used to stimulate the purchase of expensive products?

Accepted Answer

A)  Brown 
B)  Black 
C)  Green 
D)  Blue 
E)  Red 
A)  Brown 
B)  Black 
C)  Green 
D)  Blue 
E)  Red

Question 20

Which of the following is true of attention,the first step of the creative pyramid?

Accepted Answer

A)  It involves carrying the prospective customer to the heart of the message. 
B)  It involves establishing credibility for claims about the product or service. 
C)  It involves encouraging prospects to picture themselves enjoying the benefits of the product or service. 
D)  It involves breaking through consumers' physiological screens. 
E)  It involves making it easy for people to act, sometimes through either a toll-free phone number or an attractive Web site. 
A)  It involves carrying the prospective customer to the heart of the message. 
B)  It involves establishing credibility for claims about the product or service. 
C)  It involves encouraging prospects to picture themselves enjoying the benefits of the product or service. 
D)  It involves breaking through consumers' physiological screens. 
E)  It involves making it easy for people to act, sometimes through either a toll-free phone number or an attractive Web site.

In the Warrior's role,creatives win territory for big new ideas in a world resistant to change and carry the concept into action.

The term ____ refers to the entire advertising presentation-visual,verbal,and aural.

Describe the characteristics of fact-based thinkers.

In the advertising process,who are the creatives?

According to Roger von Oech,the role of the _____ in the creative process involves searching for new information and paying attention to unusual patterns.

In IMC,the ______ refer(s)to the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

_____ thinkers make decisions based on intuition and ethical judgments.They are better able to embrace change,conflict,and paradox.

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

Which of the following is a function of the verbal component of a message strategy?

Creative blocking may occur when people in the agency implement value-based thinking.

In a creative team,the art director develops the verbal message,the copy (words)spoken by the imaginary persona.

The _____ component of a message strategy includes budgets,scheduling limitations,and mandatories.

The commonalities of great ads can be grouped into two dimensions: the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

A(n)_____ refers to a simple description and explanation of a campaign's overall creative approach-what the campaign says,how it says it,and why.

A(n)_____ refers to a simple written statement of the most important issues to consider in the development of a campaign: the who,why,what,where,and when.

In terms of the technical component of a message strategy,_____ refer(s)to specific requirements such as addresses,logos,and slogans.

Which of the following colors is considered a symbol of health and freshness and is popularly used for environmentally friendly products?

In the creative brief used by Leo Burnett,a(n)_____ refers to a specific,concise description of what the campaign is supposed to accomplish or what problem it is supposed to solve.

Which of the following colors conveys sophistication and high-end merchandise,and is used to stimulate the purchase of expensive products?

Which of the following is true of attention,the first step of the creative pyramid?

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 the Warrior's role,creatives win territory for big new ideas in a world resistant to change and carry the concept into action.

The term ____ refers to the entire advertising presentation-visual,verbal,and aural.

Describe the characteristics of fact-based thinkers.

In the advertising process,who are the creatives?

According to Roger von Oech,the role of the _____ in the creative process involves searching for new information and paying attention to unusual patterns.

In IMC,the ______ refer(s)to the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

_____ thinkers make decisions based on intuition and ethical judgments.They are better able to embrace change,conflict,and paradox.

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

Which of the following is a function of the verbal component of a message strategy?

Creative blocking may occur when people in the agency implement value-based thinking.

In a creative team,the art director develops the verbal message,the copy (words)spoken by the imaginary persona.

The _____ component of a message strategy includes budgets,scheduling limitations,and mandatories.

The commonalities of great ads can be grouped into two dimensions: the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

A(n)_____ refers to a simple description and explanation of a campaign's overall creative approach-what the campaign says,how it says it,and why.

A(n)_____ refers to a simple written statement of the most important issues to consider in the development of a campaign: the who,why,what,where,and when.

In terms of the technical component of a message strategy,_____ refer(s)to specific requirements such as addresses,logos,and slogans.

Which of the following colors is considered a symbol of health and freshness and is popularly used for environmentally friendly products?

In the creative brief used by Leo Burnett,a(n)_____ refers to a specific,concise description of what the campaign is supposed to accomplish or what problem it is supposed to solve.

Which of the following colors conveys sophistication and high-end merchandise,and is used to stimulate the purchase of expensive products?

Which of the following is true of attention,the first step of the creative pyramid?

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