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Exam 10: Creative Strategy and the Creative Process

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Question 51

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

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

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Question 52

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

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.

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Question 53

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

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

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

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

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

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.

In the advertising process,who are the creatives?

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

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

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

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

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.

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.

Describe the characteristics of fact-based thinkers.

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.

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 is considered a symbol of health and freshness and is popularly used for environmentally friendly products?