Question 1

List the five steps of the creative pyramid-starting at its top.

Accepted Answer

The five steps of the creative...

Question 2

_____ thinkers tend to be linear thinkers and make decisions based on facts and figures.

Accepted Answer

A)  Value-based
B)  Transformational-based
C)  Transactional-based
D)  Objectivity-based
E)  Fact-based

Question 3

Truly great ads have certain characteristics in common.These characteristics are referred to as:

Accepted Answer

A)  metaphors and similes.
B)  audience resonance and strategic relevance.
C)  the ability to break through perceptual barriers and complete information.
D)  the informational and transformational dimensions.
E)  emotional and rational appeals.

Question 4

Explain the difference between informational ads and transformational ads.

Accepted Answer

Informational ads offer relief from some...

Question 5

Art direction is the:

Accepted Answer

A)  integration of the efforts of the copywriter and the artist.
B)  execution of the step-by-step process outlined in the creative brief.
C)  whole presentation,including all visual,verbal,and aural elements.
D)  process of managing the visual presentation of the ad.
E)  technique for transforming concepts into verbal and nonverbal ad components.

Question 6

Which of the following is the fundamental building block for the creative pyramid?

Accepted Answer

A)  Credibility
B)  Comprehension
C)  Interest
D)  Attention
E)  Desire

Question 7

In radio,catchy phrases or sound effects are used to trigger interest in an ad.

Accepted Answer

A) True 
 B)False

Question 8

What are the four roles of creativity in advertising?

Accepted Answer

The four roles of creativity in advertis...

Question 9

What are the three components of the message strategy?

Accepted Answer

A)  Verbal,nonverbal,and technical
B)  Creative definition,creative execution,and creative implementation
C)  Copy,illustrations,and layout
D)  The informational,transactional,and transformational dimensions
E)  An objective statement,a support statement,and a brand personality

Question 10

When the agency presents the ad concepts to the client,the client is suddenly placed in the role of the:

Accepted Answer

A)  Judge.
B)  artist.
C)  referee.
D)  warrior.
E)  advocate.

Question 11

Describe a fact-based thinker.

Accepted Answer

Fact-based thinkers tend to be linear th...

Question 12

People who are value-based thinkers can also be described as linear thinkers.

Accepted Answer

A) True 
 B)False

Question 13

Most theories of thinking fall into two general categories.What are they?

Accepted Answer

The two general cate...

Question 14

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets,the greenery of heads of broccoli,and the river of gravy.Which of the following techniques for manipulating and transforming ideas was used in this example?

Accepted Answer

A)  Compare
B)  Imagine
C)  Reverse
D)  Connect
E)  Parody

Question 15

The creative strategy identifies how the ad will be executed.

Accepted Answer

A) True 
 B)False

Question 16

In the creative process,the big idea:

Accepted Answer

A)  is defined as a bold,creative initiative.
B)  joins the product benefit with the consumer desire in a recognizable,familiar way.
C)  allows the audience to stop,look,and listen if they want to.
D)  is almost never expressed through a combination of art and copy.
E)  describes the direction the message should take.

Question 17

What is the last step in developing an advertising strategy?

Accepted Answer

A)  Determining the advertising mix
B)  The delivery of the creative strategy to the creative department
C)  The creation of a message strategy
D)  An evaluation of how well the strategy supports the marketing plan
E)  Budget allocation

Question 18

In the advertising process,who are the creatives?

Accepted Answer

Everybody who works in the cre...

Question 19

According to creativity consultant Roger von Oech,which of the following is NOT a strategy typically used by a good Artist to manipulate and transform concepts?

Accepted Answer

A)  Connect
B)  Imagine
C)  Reverse
D)  Benefitize
E)  Eliminate

Question 20

The billboard ad for Carhartt rugged outerwear listed local retailers in the vicinity of the billboard.This part of the ad would be classified as an informative.

Accepted Answer

A) True 
 B)False

Exam 8: Creating ADS: Strategy and Process

Which of the following is the fundamental building block for the creative pyramid?

Correct AnswerverifiedShow Answer

Explain the difference between informational ads and transformational ads.

Correct AnswerverifiedInformational ads offer relief from some...View AnswerShow Answer

The creative strategy identifies how the ad will be executed.

Correct AnswerverifiedShow Answer

In radio,catchy phrases or sound effects are used to trigger interest in an ad.

Correct AnswerverifiedShow Answer

What is the last step in developing an advertising strategy?

Correct AnswerverifiedShow Answer

What are the four roles of creativity in advertising?

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

What are the three components of the message strategy?

Correct AnswerverifiedShow Answer

People who are value-based thinkers can also be described as linear thinkers.

Correct AnswerverifiedShow Answer

Most theories of thinking fall into two general categories.What are they?

Correct AnswerverifiedThe two general cate...View AnswerShow Answer

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets,the greenery of heads of broccoli,and the river of gravy.Which of the following techniques for manipulating and transforming ideas was used in this example?

Correct AnswerverifiedShow Answer

According to creativity consultant Roger von Oech,which of the following is NOT a strategy typically used by a good Artist to manipulate and transform concepts?

Correct AnswerverifiedShow Answer

Describe a fact-based thinker.

Correct AnswerverifiedFact-based thinkers tend to be linear th...View AnswerShow Answer

When the agency presents the ad concepts to the client,the client is suddenly placed in the role of the:

Correct AnswerverifiedShow Answer

In the advertising process,who are the creatives?

Correct AnswerverifiedEverybody who works in the cre...View AnswerShow Answer

Truly great ads have certain characteristics in common.These characteristics are referred to as:

Correct AnswerverifiedShow Answer

Art direction is the:

Correct AnswerverifiedShow Answer

In the creative process,the big idea:

Correct AnswerverifiedShow Answer

The billboard ad for Carhartt rugged outerwear listed local retailers in the vicinity of the billboard.This part of the ad would be classified as an informative.

Correct AnswerverifiedShow Answer

_____ thinkers tend to be linear thinkers and make decisions based on facts and figures.

Correct AnswerverifiedShow Answer

List the five steps of the creative pyramid-starting at its top.

Correct AnswerverifiedThe five steps of the creative...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified
Informational ads offer relief from some...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The four roles of creativity in advertis...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The two general cate...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Fact-based thinkers tend to be linear th...
View Answer

Correct Answer
verified

Correct Answer
verified
Everybody who works in the cre...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The five steps of the creative...
View Answer