Question 1

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

Accepted Answer

A)  creative brief
B)  creativity
C)  art
D)  mandatories
E)  copyF) C) and D)
G) B) and E)

Question 2

In terms of IMC, what is meant by creativity?

Accepted Answer

Creativity involves combining ...

Question 3

Which of the following is a way in which copywriters credibly demonstrate that the sponsor understands the prospect?

Accepted Answer

A)  They use the word "you" frequently.
B)  They write a long ad copy.
C)  They use unusual layouts and vibrant colors.
D)  They write three-word headlines.
E)  They use independent test results to substantiate product claims.F) A) and E)
G) A) and D)

Question 4

In the creative brief used by Leo Burnett, a(n)  _____ refers to a brief description of the evidence that backs up the product promise.

Accepted Answer

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

Question 5

A(n)  _____ ad uses positive reinforcement to offer a reward and targets consumers with positively originated motives.

Accepted Answer

A)  transactional
B)  manipulative
C)  informational
D)  transformational
E)  functionalF) B) and C)
G) B) and E)

Question 6

Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?

Accepted Answer

A)  The layout artist
B)  The creative director
C)  The copywriter
D)  The graphics artist
E)  The art directorF) None of the above
G) A) and C) C

Question 7

List and define the three components of a message strategy.

Accepted Answer

The three components of a message strate...

Question 8

In terms of the Artist's role, creating a mental picture of a message is known as _____.

Accepted Answer

A)  brainstorming
B)  characterization
C)  visualization
D)  abstraction
E)  lateral thinkingF) C) and D)
G) B) and E)

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  nonverbal
B)  informational
C)  verbal
D)  technical
E)  transformationalF) A) and E)
G) A) and D)

Question 11

Creatives in the _____ must accomplish two major tasks: searching for the big idea and then implementing it.

Accepted Answer

A)  Judge's role
B)  Artist's role
C)  Creator's role
D)  Warrior's role
E)  Explorer's roleF) A) and B)
G) A) and E)

Question 12

Attention is the first objective of any ad and the fundamental building block in the creative pyramid.

Accepted Answer

A) True 
 B)False

Question 13

What is meant by visualization in advertising?

Accepted Answer

Creating a mental pi...

Question 14

The purpose of the final step of the creative pyramid, ____, is to motivate people to do something-send in a coupon, visit a Web site, visit the store-or at least to agree with the advertiser.

Accepted Answer

A)  conviction
B)  desire
C)  action
D)  credibility
E)  interestF) None of the above
G) C) and D)

Question 15

Which of the following is true of the nonverbal component of a message strategy?

Accepted Answer

A)  It contains guidelines for what the messages should say.
B)  It describes the relationship of the graphics to the media in which the message will appear.
C)  It sets down the preferred execution approach and mechanical outcome.
D)  It mentions the considerations that affect the choice of words.
E)  It defines the relationship of the copy approach to the medium (or media)  that will carry the message.F) A) and B)
G) All of the above B

Question 16

The Warrior, an imaginary role adopted by creatives, evaluates the results of experimentation and decides which approach is most practical.

Accepted Answer

A) True 
 B)False

Question 17

The final block of the creative pyramid, _____, reaches the smallest audience but those with the most to gain from the product's utility.

Accepted Answer

A)  desire
B)  interest
C)  credibility
D)  conviction
E)  actionF) D) and E)
G) C) and E)

Question 18

Marketers use _____ appeals that are directed at the consumer's practical, functional need for the product or service.

Accepted Answer

A)  scarcity
B)  brand
C)  emotional
D)  rational
E)  snobF) D) and E)
G) B) and C)

Question 19

Most ads succeed in creating an impact on the audience because they are either informational or transformational.

Accepted Answer

A) True 
 B)False

Question 20

Briefly describe the composition of a creative team.

Accepted Answer

The creative spark begins with a team made up of an art director and a copywriter. The copywriter develops the verbal message, the copy (words) spoken by the imaginary persona. The art director is responsible for the nonverbal aspect of the message, the design, which determines the visual look and intuitive feel. Together, they work under the supervision of a creative director (typically, a former copywriter or art director), who is ultimately responsible for the creative product-the form the final message takes. As a group, these people are generally referred to as creatives.

Exam 10: Creative Strategy and the Creative Process

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

Correct Answer
verified

In terms of IMC, what is meant by creativity?

Correct Answer
verified
Creativity involves combining ...
View Answer

Which of the following is a way in which copywriters credibly demonstrate that the sponsor understands the prospect?

Correct Answer
verified

In the creative brief used by Leo Burnett, a(n) _____ refers to a brief description of the evidence that backs up the product promise.

Correct Answer
verified

A(n) _____ ad uses positive reinforcement to offer a reward and targets consumers with positively originated motives.

Correct Answer
verified

Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?

Correct Answer
verified
C

List and define the three components of a message strategy.

Correct Answer
verified
The three components of a message strate...
View Answer

In terms of the Artist's role, creating a mental picture of a message is known as _____.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Creatives in the _____ must accomplish two major tasks: searching for the big idea and then implementing it.

Correct Answer
verified

Attention is the first objective of any ad and the fundamental building block in the creative pyramid.

Correct Answer
verified

What is meant by visualization in advertising?

Correct Answer
verified
Creating a mental pi...
View Answer

The purpose of the final step of the creative pyramid, ____, is to motivate people to do something-send in a coupon, visit a Web site, visit the store-or at least to agree with the advertiser.

Correct Answer
verified

Which of the following is true of the nonverbal component of a message strategy?

Correct Answer
verified
B

The Warrior, an imaginary role adopted by creatives, evaluates the results of experimentation and decides which approach is most practical.

Correct Answer
verified

The final block of the creative pyramid, _____, reaches the smallest audience but those with the most to gain from the product's utility.

Correct Answer
verified

Marketers use _____ appeals that are directed at the consumer's practical, functional need for the product or service.

Correct Answer
verified

Most ads succeed in creating an impact on the audience because they are either informational or transformational.

Correct Answer
verified

Briefly describe the composition of a creative team.

Exam 10: Creative Strategy and the Creative Process

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

Correct AnswerverifiedShow Answer

In terms of IMC, what is meant by creativity?

Correct AnswerverifiedCreativity involves combining ...View AnswerShow Answer

Which of the following is a way in which copywriters credibly demonstrate that the sponsor understands the prospect?

Correct AnswerverifiedShow Answer

In the creative brief used by Leo Burnett, a(n) _____ refers to a brief description of the evidence that backs up the product promise.

Correct AnswerverifiedShow Answer

A(n) _____ ad uses positive reinforcement to offer a reward and targets consumers with positively originated motives.

Correct AnswerverifiedShow Answer

Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?

Correct AnswerverifiedC

List and define the three components of a message strategy.

Correct AnswerverifiedThe three components of a message strate...View AnswerShow Answer

In terms of the Artist's role, creating a mental picture of a message is known as _____.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Creatives in the _____ must accomplish two major tasks: searching for the big idea and then implementing it.

Correct AnswerverifiedShow Answer

Attention is the first objective of any ad and the fundamental building block in the creative pyramid.

Correct AnswerverifiedShow Answer

What is meant by visualization in advertising?

Correct AnswerverifiedCreating a mental pi...View AnswerShow Answer

The purpose of the final step of the creative pyramid, ____, is to motivate people to do something-send in a coupon, visit a Web site, visit the store-or at least to agree with the advertiser.

Correct AnswerverifiedShow Answer

Which of the following is true of the nonverbal component of a message strategy?

Correct AnswerverifiedB

The Warrior, an imaginary role adopted by creatives, evaluates the results of experimentation and decides which approach is most practical.

Correct AnswerverifiedShow Answer

The final block of the creative pyramid, _____, reaches the smallest audience but those with the most to gain from the product's utility.

Correct AnswerverifiedShow Answer

Marketers use _____ appeals that are directed at the consumer's practical, functional need for the product or service.

Correct AnswerverifiedShow Answer

Most ads succeed in creating an impact on the audience because they are either informational or transformational.

Correct AnswerverifiedShow Answer

Briefly describe the composition of a creative team.

Correct Answer
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Correct Answer
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Creativity involves combining ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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C

Correct Answer
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The three components of a message strate...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Creating a mental pi...
View Answer

Correct Answer
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B

Correct Answer
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