Question 1

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

Question 2

_____ 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

Question 3

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

Question 4

Describe the role of the Judge in the creative process.

Accepted Answer

Roger von Oech published a four-step cre...

Question 5

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

Question 6

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

Accepted Answer

The third step in the creative pyramid i...

Question 7

Describe the four roles of creativity in advertising.

Accepted Answer

The four roles of creativity in advertis...

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

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.

Question 17

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 18

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

Question 19

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

Question 20

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

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Describe the four roles of creativity in advertising.

Correct AnswerverifiedThe four roles of creativity in advertis...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Describe the role of the Judge in the creative process.

Correct AnswerverifiedRoger von Oech published a four-step cre...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe third step in the creative pyramid i...View AnswerShow Answer

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The four roles of creativity in advertis...
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Roger von Oech published a four-step cre...
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The third step in the creative pyramid i...
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