Deck 10: Creative Strategy and the Creative Process

Question 1

As a group,the people who work in the creative department are generally referred to as creatives.

Answer 1

True

Question 2

One method for alleviating creative blocking is to incubate a concept.

Answer 2

True
Explanation: When the brain is overloaded with information about a problem, creatives sometimes find it's best to just walk away from it for a while, do something else, and let the unconscious mind mull it over.

Question 3

The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Answer 3

False
Explanation: The two commonalities of great ads are audience resonance and strategic relevance.

Question 4

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

Question 5

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

Question 6

The creative brief not only identifies the benefits to be presented to consumers,but also includes the issues relating to the execution of the ad.

Question 7

Most ads,whether they are informational or transformational,succeed to resonate with the audiences.

Question 8

For transforming and manipulating concepts,Von Oech suggests changing the patterns or experimenting with various approaches or asking what if questions.

Question 9

In advertising,it is important for the creative who plays the role of the hunter to look in new and uncommon places for information.

Question 10

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

Question 11

The creative strategy document is sometimes referred to as the copy platform.

Question 12

The difference between a big idea and a strategy is that a big idea describes the direction the message should take while a strategy gives it life.

Question 13

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

Question 14

Fact-based thinkers tend to fragment concepts into components and to analyze situations to discover the one best solution.

Question 15

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

Question 16

While the conceptualization step is important,the visualization step is the most important step in creating an advertisement.

Question 17

The creative who takes on the role of an explorer examines and seeks out information.

Question 18

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

Question 19

The attention step is critically important to triggering an ad's boom factor.

Question 20

Creative blocking may occur when people in the agency start thinking like a value-based thinker.

Question 21

The _____ is the document that serves as the creative team's guide for writing and producing the ad.

A) creative brief
B) storyboard
C) graphic ideation
D) message strategy
E) speculative presentation

Question 22

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:

A) manipulative.
B) informational.
C) educational.
D) transactional.
E) transformational.

Question 23

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

Question 24

Who is responsible for writing the words in an ad for a new campaign for Porsche automobiles?

A) The layout artist
B) The creative director
C) The copywriter
D) The nonvisual artist
E) The account executive

Question 25

The term "creatives" refer to:

A) the people who work in the creative department.
B) the elements of the advertising mix that are used in developing advertising strategy.
C) the group of all copywriters working in an ad agency.
D) the stages in the integration of the visual and nonvisual elements of the ad.
E) the final presentation to the client.

Question 26

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?

A) The account executive
B) The art director
C) The publicity expert
D) The layout artist
E) The PR representative

Question 27

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

A) marketing platform
B) action plan
C) creative brief
D) execution statement
E) message strategy

Question 28

The Sylvan Learning Center ad begins,"Every child is a success story waiting to begin." The Sylvan ad is _____ because it has a positively originated motive.

A) transactional
B) relational
C) informational
D) transformational
E) functional

Question 29

The ad for Whiskas brand cat food includes a cartoon drawing of a cat watching a woman paint her toenails.The headline suggests that cats know an awful lot about you that you wouldn't want to spread around."Feed them right and they'll keep your secret." Who was responsible for creating the cartoon?

A) The media planner
B) The art director
C) The publicity expert
D) The layout artist
E) The PR representative

Question 30

The creative in the role of the Judge evaluates the practicality of the big ideas and decides whether to implement,modify,or discard them.

Question 31

Truly great ads do have certain characteristics in common.These dimensions of greatness are:

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) possible exposures and gross impressions.

Question 32

Creative brief is also referred to as:

A) a copy platform.
B) a benefit strategy.
C) a creative action plan.
D) a communication strategy.
E) an speculative presentation.

Question 33

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

A) informational
B) transactional
C) psychological
D) transformational
E) charismatic

Question 34

Who is ultimately responsible for the final form the ad takes?

A) The traffic manager
B) The creative director
C) The media planner
D) The account planner
E) The account executive

Question 35

An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage.The ad is _____ because it offers a product that will protect your important business information.

A) informational
B) transactional
C) psychological
D) transformational
E) charismatic

Question 36

A creative brief should contain a(n)_____,advertising objectives,and the problem the advertising is designed to solve.

A) policy statement
B) corporate vision and mission statement
C) benefit execution statement
D) tone or brand character statement
E) budget and expense statement

Question 37

The copy platform for Palmer's cocoa-butter-enriched skin softeners would deal with all of the following issues EXCEPT:

A) the time of the year that the ads will need to be run.
B) the names of the media vehicles that will be used in the campaign.
C) the demographics of people who have a strong need for soft skin.
D) the objective of the advertising.
E) how the lotion will satisfy its target market's needs.

Question 38

What is the last step in developing an advertising strategy?

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.

Question 39

The Sage software ad begins,"Drink in all the benefits of CRM without the big upfront investment." The Sage ad is:

A) transactional.
B) manipulative.
C) informational.
D) transformational.
E) functional.

Question 40

A creative brief can contain all of the following EXCEPT:

A) prospect's personality.
B) factors that support the product claim.
C) information on budget allocations.
D) the medium of communication.
E) a concise description of what the ad is supposed to accomplish.

Question 41

According to the text,_____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

A) creative aggregation
B) intuitive procedure
C) creative process
D) innovative promotional process
E) selective perception

Question 42

An ad from National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle.In this example,creativity was used to:

A) inform customers how cost effective peanut butter is.
B) persuade bagel manufacturers to carry on-package peanut butter coupons.
C) inform customers of the benefits you get from using peanut butter.
D) convince customers to eat peanut butter even if they can find something healthier to eat.
E) persuade retailers to carry peanut butter.

Question 43

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.The comparison of a purse snatching copier to corporate espionage is an example of how _____ can be used in advertising.

A) selective perception
B) memory files
C) creativity
D) the creative wheel
E) reinforcement

Question 44

Which of the following colors conveys sophistication and high-end merchandise?

A) Silver
B) Black
C) Green
D) Blue
E) Gold

Question 45

The _____ component of the message strategy would include budgets,scheduling limitations,and mandatories.

A) creative definition
B) informational
C) transactional
D) technical
E) transformational

Question 46

Which of the following statements about brainstorming is true?

A) A brainstorming session is often a source of sudden inspiration.
B) Brainstorming is the only technique available for Explorers.
C) Brainstorming is performed by the creatives who are in the Expressive role.
D) The goal of brainstorming is to criticize any inspiration that comes to mind thereby allowing each new idea an opportunity to stimulate another.
E) Evaluating the validity of an idea is the critical factor in a brainstorming session.

Question 47

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.The creation of a burning bottle of perfume is an example of:

A) selective perception.
B) memory files.
C) creativity.
D) the creative wheel.
E) retention.

Question 48

Best Buy retail stores carry many brands and styles of television monitors.In fact,its slogan is "Thousands of Possibilities." You could almost say the ad has a "sea of televisions," which is why it shows a customer and his new TV rowing through hundreds of television sets.What technique did the creative director use to help the advertising be more persuasive?

A) Nonverbal analogy
B) Visual metaphor
C) Role-playing
D) Selective perception
E) An observational appeal

Question 49

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.

A) Gatherer
B) Hunter
C) Creator
D) Explorer
E) Warrior

Question 50

According to Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

A) Gatherer's
B) Hunter's
C) Artist's
D) Explorer's
E) Judge's

Question 51

Which of the following colors is seen as the symbol of health and freshness?

A) Brown
B) Blue
C) Green
D) Orange
E) Yellow

Question 52

Which of the following statements about the psychological impact of color is NOT true?

A) Colors can impart lifestyle preferences.
B) Orange is considered to be the "most edible color".
C) National origin can play a role in color preferences.
D) Brown is considered a masculine color.
E) Blue and deep violet are associated with energy.

Question 53

The two general categories of theories of thinking are:

A) divergent and convergent.
B) functional and hierarchical.
C) creative and technical.
D) fact-based and value-based.
E) transformational and transactional.

Question 54

What are the three components of the message strategy?

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 55

According to Roger von Oech,the _____ role in the creative process is to experiment and play with a variety of approaches,looking for an original idea.

A) Originator's
B) Director's
C) Creator's
D) Judge's
E) Artist's

Question 56

Last year,the Sopeleto Art Festival was $30,000 in loss.Its managing director intuitively realized that if he were going to keep the festival running he had to rid the festival of cheap gimmickry and poorly made crafts.He embraced the conflict that resulted from his widespread changes.This year,the festival made almost $1,000 in profit due to the _____ thinking of its director.

A) conditioned
B) functional
C) fact-based
D) rational
E) value-based

Question 57

According to Roger von Oech,the _____ role in the creative process is to evaluate the results of experimentation and decide which approach is most practical.

A) Warrior's
B) External's
C) Neutral's
D) Judge's
E) Director's

Question 58

According to Roger von Oech,the _____ role in the creative process is to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization.

A) Warrior's
B) Executioner's
C) Critic's
D) Detractor's
E) Judge's

Question 59

Any ad for Samsonite luggages must contain its slogan,"Life's a Journey" and the Samsonite logo.These required ad elements are referred to as:

A) visual enhancers.
B) evaluative criteria.
C) ad perquisites.
D) ad stipulations.
E) mandatories.

Question 60

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:

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.

Question 61

An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives.Which of the following techniques for manipulating and transforming ideas was used in this example?

A) Compare
B) Block
C) Reverse
D) Eliminate
E) Parody

Question 62

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

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

Question 63

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:

A) interception.
B) awareness.
C) psychological screen.
D) credibility.
E) puffery.

Question 64

What is the fundamental building block for the creative pyramid?

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

Question 65

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.The creatives who designed this ad intended its visuals to be a(n):

A) psychosocial consequence.
B) copy platform.
C) attention-getting device.
D) credibility-builder.
E) action-stimulator.

Question 66

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

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.

Question 67

When the art director for the new 80 Series LCD Flatiron monitor from LG was asked to create an ad that emphasized how thin the monitor was,he visualized a picture showing how little space the monitor took when stacked on a book shelf.What is the term used to describe this step in the creative process?

A) Message strategizing
B) Monitoring
C) Conceptualization
D) Product positioning
E) Environmental analysis

Question 68

At the creation of the ad campaign designed to show the strength of the new Glad Forceflex garbage ads,the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of.No criticism of any idea was allowed during the session even when the art director suggested showing a Glad garbage bag as an unbreakable pi-ata.The creatives were engaged in:

A) idea swiping.
B) information gathering.
C) brainstorming.
D) research.
E) fostering.

Question 69

According to the creative pyramid,the first step in copywriting and art design is to:

A) stimulate the prospect's interest.
B) attract the prospect's attention.
C) make the prospect aware of the product category.
D) make the prospect aware of the brand name.
E) create a communications medium.

Question 70

In the creative process,the big idea:

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 reader or 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 71

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:

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

Question 72

In its ads,Imitrex,a prescription medication for migraines,shows how someone who suffers from migraine headaches can get back control of their lives by taking Imitrex.According to the creative pyramid,this type of problem-solving ad can be used to build an ad's:

A) psychological screen.
B) exposure.
C) interest.
D) comprehension.
E) interception.

Question 73

The creatives that are in the role of the _____ are most likely to benefit from brainstorming.

A) Intuitives
B) Creators
C) Mediators
D) Explorers
E) Collaborators

Question 74

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?

A) Message strategizing
B) Monitoring
C) Visualization
D) Product positioning
E) Environmental analysis

Question 75

Art direction is the:

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 76

_____ can occur when an agency has served an account for a long time and all the fresh ideas have been worked and reworked.

A) Creative overload
B) Creative fatigue
C) Overextension
D) Creative brainstorming
E) Perceptive interference

Question 77

When designing the new ad campaign for Glad Forceflex garbage bags,one of the creatives asked,"What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was used in this example?

A) Compare
B) Block
C) Reverse
D) Connect
E) Eliminate

Question 78

Radio commercials use sound to create _____ in the minds of listeners.

A) the big idea
B) resonance
C) comparison
D) sensory appeal
E) word pictures

Question 79

An ad for Asian Sensations' newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n):

A) psychosocial consequence.
B) copy platform.
C) attention-getting device.
D) credibility-builder.
E) action-stimulator.

Question 80

One way that copywriters create interest in their ads is to:

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