Question 1

An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a woman's pocketbook.The woman is screaming,and the copier is rolling away with the purse.Who was responsible for creating this illustration?

Accepted Answer

A)   The account executive
B)   The art director
C)   The publicity expert
D)   The layout artist
E)   The PR representativeF) B) and E)
G) None of the above

Question 2

Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address.What name is given to such specific requirements?

Accepted Answer

Mandatories
Feedback: Mandator...

Question 3

The creative brief serves as the creative team's guide for writing and producing the ad.

Accepted Answer

A) True 
 B)False

Question 4

What is the first step in the creative process,for the person playing the artist's role?

Accepted Answer

The first step in th...

Question 5

Why do creatives incubate a concept when they are experiencing creative fatigue?

Accepted Answer

A)   Because it rests the brain and allows better ideas to percolate to the top.
B)   Because it allows the people in the Explorer role to pass the creative problem back up the chain of command.
C)   Because it allows bottom-up management of creativity, which needs to be integrated into all functional departments.
D)   Because it allows the clients to assume something is happening when it is not.
E)   Because it creates a temporal shelter for creatives.F) C) and E)
G) A) and E)

Question 6

The color black when used in ads conveys sophistication and high-end merchandise.

Accepted Answer

A) True 
 B)False

Question 7

What is the last step in developing an advertising strategy?

Accepted Answer

A)   Determining the advertising mix.
B)   The delivery of the creative brief 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.F) A) and E)
G) C) and E)

Question 8

How do the creatives establish credibility for their advertised good or service?

Accepted Answer

Three common ways for establis...

Question 9

When the art director was asked to create a new ad for Glad Forceflex garbage bags,he needed to create a visual picture which illustrated the strength of the new bags as well as attracting the attention of readers.What is the term used to describe this step in the creative process?

Accepted Answer

A)   Message strategizing
B)   Monitoring
C)   Visualization
D)   Product positioning
E)   Environmental analysisF) A) and B)
G) A) and C)

Question 10

As a nation,we use a lot of batteries on a daily basis.So an ad headlined,"The Secret to Great Battery Power" would be highly:

Accepted Answer

A)   manipulative.
B)   informational.
C)   educational.
D)   transactional.
E)   transformational.F) All of the above
G) A) and D)

Question 11

The _____ is a simple description and explanation of an ad campaign's overall creative approach.

Accepted Answer

A)   marketing platform
B)   action plan
C)   creative brief
D)   execution statement
E)   message strategyF) A) and E)
G) B) and D)

Question 12

Imagine an ad for a radio station showing two disparate commuters in their cars listening to drive-time radio.One has a blissfully content smile on her face,while the other looks exaggeratedly concerned and stressed.The announcer,"One of these commuters is relaxing to Soft Rock 94.Can you guess which one?" According to the creative pyramid,this type of comparative advertising can be used to build an ad's:

Accepted Answer

A)   potential exposure.
B)   awareness.
C)   interest.
D)   credibility.
E)   puffery.F) A) and B)
G) A) and E)

Question 13

Ads that are characterized by negatively originated motives resonate with the audience by being highly _____,by offering relief from negative mental state.

Accepted Answer

A)   informational
B)   transactional
C)   psychological
D)   transformational
E)   charismaticF) A) and B)
G) A) and E)

Question 14

Visual and verbal metaphors can be used to help an ad inform consumers.

Accepted Answer

A) True 
 B)False

Question 15

In the final step of the creative process,the Warrior would perform all of the following activities EXCEPT:

Accepted Answer

A)   carry the concept into action.
B)   evaluate the practicality of the big idea and decide whether to implement, modify, or discard it.
C)   help the account manager present the campaign to the client.
D)   turn the agency account team into co-warriors for the presentation to the client.
E)   get the big idea approved, produced, and placed in the media.F) A) and C)
G) A) and B)

Question 16

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." In this example,the word play is used to:

Accepted Answer

A)   persuade consumers to try the new snack food.
B)   inform customers that Asian Sensations is a nutritious breakfast.
C)   persuade customers to buy multiple packages of the Asian Sensations snack food.
D)   persuade retailers to carry Asian Sensations snack food.
E)   remind customers that Asian Sensations was still available even if it was not carried by their supermarket.F) All of the above
G) A) and E)

Question 17

In its ads,Aleve pain reliever is compared to Advil and Bayer aspirin.According to the ads,one Aleve gives relief for twelve hours; the other pain relievers have to be taken every four hours.This type of comparison ad can be used to build an ad's:

Accepted Answer

A)   interception.
B)   awareness.
C)   psychological screen.
D)   credibility.
E)   puffery.F) All of the above
G) B) and D)

Question 18

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal,an agency employee in the role of the _____ was assigned to find information on how much more effective the Seal-a-Meal method of food storage was to other methods of food storage.

Accepted Answer

A)   Gatherer
B)   Hunter
C)   Creator
D)   Explorer
E)   WarriorF) B) and E)
G) D) and E)

Question 19

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.F) A) and D)
G) D) and E)

Question 20

Value-based thinkers are better able to embrace change,conflict,and paradox than fact-based thinkers.

Accepted Answer

A) True 
 B)False

Exam 10: Creative Strategy and the Creative Process

In the final step of the creative process,the Warrior would perform all of the following activities EXCEPT:

Correct Answer
verified

In its ads,Aleve pain reliever is compared to Advil and Bayer aspirin.According to the ads,one Aleve gives relief for twelve hours; the other pain relievers have to be taken every four hours.This type of comparison ad can be used to build an ad's:

Correct Answer
verified

The _____ is a simple description and explanation of an ad campaign's overall creative approach.

Correct Answer
verified

The color black when used in ads conveys sophistication and high-end merchandise.

Correct Answer
verified

Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address.What name is given to such specific requirements?

Correct Answer
verified
Mandatories
Feedback: Mandator...
View Answer

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal,an agency employee in the role of the _____ was assigned to find information on how much more effective the Seal-a-Meal method of food storage was to other methods of food storage.

Correct Answer
verified

When the art director was asked to create a new ad for Glad Forceflex garbage bags,he needed to create a visual picture which illustrated the strength of the new bags as well as attracting the attention of readers.What is the term used to describe this step in the creative process?

Correct Answer
verified

An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a woman's pocketbook.The woman is screaming,and the copier is rolling away with the purse.Who was responsible for creating this illustration?

Correct Answer
verified

As a nation,we use a lot of batteries on a daily basis.So an ad headlined,"The Secret to Great Battery Power" would be highly:

Correct Answer
verified

The creative brief serves as the creative team's guide for writing and producing the ad.

Correct Answer
verified

What is the last step in developing an advertising strategy?

Correct Answer
verified

Why do creatives incubate a concept when they are experiencing creative fatigue?

Correct Answer
verified

Correct Answer
verified

Visual and verbal metaphors can be used to help an ad inform consumers.

Correct Answer
verified

Value-based thinkers are better able to embrace change,conflict,and paradox than fact-based thinkers.

Correct Answer
verified

Ads that are characterized by negatively originated motives resonate with the audience by being highly _____,by offering relief from negative mental state.

Correct Answer
verified

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." In this example,the word play is used to:

Correct Answer
verified

What is the first step in the creative process,for the person playing the artist's role?

Correct Answer
verified
The first step in th...
View Answer

Art direction is the:

Correct Answer
verified

How do the creatives establish credibility for their advertised good or service?

Correct Answer
verified
Three common ways for establis...
View Answer

Exam 10: Creative Strategy and the Creative Process

In the final step of the creative process,the Warrior would perform all of the following activities EXCEPT:

Correct AnswerverifiedShow Answer

In its ads,Aleve pain reliever is compared to Advil and Bayer aspirin.According to the ads,one Aleve gives relief for twelve hours; the other pain relievers have to be taken every four hours.This type of comparison ad can be used to build an ad's:

Correct AnswerverifiedShow Answer

The _____ is a simple description and explanation of an ad campaign's overall creative approach.

Correct AnswerverifiedShow Answer

The color black when used in ads conveys sophistication and high-end merchandise.

Correct AnswerverifiedShow Answer

Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address.What name is given to such specific requirements?

Correct AnswerverifiedMandatoriesFeedback: Mandator...View AnswerShow Answer

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal,an agency employee in the role of the _____ was assigned to find information on how much more effective the Seal-a-Meal method of food storage was to other methods of food storage.

Correct AnswerverifiedShow Answer

When the art director was asked to create a new ad for Glad Forceflex garbage bags,he needed to create a visual picture which illustrated the strength of the new bags as well as attracting the attention of readers.What is the term used to describe this step in the creative process?

Correct AnswerverifiedShow Answer

An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a woman's pocketbook.The woman is screaming,and the copier is rolling away with the purse.Who was responsible for creating this illustration?

Correct AnswerverifiedShow Answer

As a nation,we use a lot of batteries on a daily basis.So an ad headlined,"The Secret to Great Battery Power" would be highly:

Correct AnswerverifiedShow Answer

The creative brief serves as the creative team's guide for writing and producing the ad.

Correct AnswerverifiedShow Answer

What is the last step in developing an advertising strategy?

Correct AnswerverifiedShow Answer

Why do creatives incubate a concept when they are experiencing creative fatigue?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Visual and verbal metaphors can be used to help an ad inform consumers.

Correct AnswerverifiedShow Answer

Value-based thinkers are better able to embrace change,conflict,and paradox than fact-based thinkers.

Correct AnswerverifiedShow Answer

Ads that are characterized by negatively originated motives resonate with the audience by being highly _____,by offering relief from negative mental state.

Correct AnswerverifiedShow Answer

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." In this example,the word play is used to:

Correct AnswerverifiedShow Answer

What is the first step in the creative process,for the person playing the artist's role?

Correct AnswerverifiedThe first step in th...View AnswerShow Answer

Art direction is the:

Correct AnswerverifiedShow Answer

How do the creatives establish credibility for their advertised good or service?

Correct AnswerverifiedThree common ways for establis...View AnswerShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified
Mandatories
Feedback: Mandator...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The first step in th...
View Answer

Correct Answer
verified

Correct Answer
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Three common ways for establis...
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