Deck 10: Creative Strategy and the Creative Process

Question 1

Creative fatigue occurs when people in the agency start "thinking like the client," especially if the client is a fact-based thinker.

Answer 1

False
Explanation: Creative fatigue sometimes happens when an agency has served an account for a long time and all the fresh ideas have been worked and reworked. It can also happen when a client has rejected a series of concepts; the inspiration is lost and the creatives start trying to force ideas.

Question 2

Value-based thinkers find it more difficult to embrace change,conflict,and paradox than fact-based thinkers.

Answer 2

False
Explanation: Value-based thinkers make decisions based on intuition, values, and ethical judgments. They are better able to embrace change, conflict, and paradox.

Question 3

One method to alleviate creative blocking is to allow the problem to incubate in the subconscious mind.

Answer 3

True
Explanation: When the brain is overloaded with information about a problem, creatives sometimes find it is best to just walk away from it for a while, do something else, and let the unconscious mind mull it over. It rests the brain, lets the problem incubate in the subconscious, and enables better ideas to percolate to the top.

Question 4

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 5

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

Question 6

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

Question 7

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

Question 8

People who think in a value-based manner tend to fragment concepts into components and to analyze situations to discover the one best solution.

Question 9

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

Question 10

According to the creative brief used by Leo Burnett,brand character statements are short-term emotional descriptions of the advertising strategy.

Question 11

According to the creative brief used by Leo Burnett,a support statement is a brief statement of either the advertising's tone or the long-term character of the brand.

Question 12

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

Question 13

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

Question 14

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.

Question 15

A common technique used by campaigns to inform a consumer is to use word plays and verbal or visual metaphors.

Question 16

The Explorer,an imaginary role adopted by creatives,experiments and plays with a variety of approaches,looking for an original idea.

Question 17

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

Question 18

The color black is the coldest color with most appeal and is effective for selling frozen foods.

Question 19

The goal of brainstorming is to eliminate "wrong" ideas.

Question 20

Fact-based thinkers tend to be linear thinkers and prefer to have facts and figures-hard data-they can analyze and control.

Question 21

In advertising,the _____ is determined by what a company wants to say and how it wants to say it.

A) product concept
B) message strategy
C) marketing mix
D) market segmentation
E) target audience

Question 22

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

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

Question 23

In radio,copywriters use sound effects or catchy dialogue.

Question 24

Which of the following is an example of a negatively originated consumer motive?

A) Sensory gratification
B) Social approval
C) Problem removal
D) Intellectual stimulation
E) Intellectual mastery

Question 25

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

A) The layout artist
B) The creative director
C) The copywriter
D) The graphics artist
E) The art director

Question 26

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

Question 27

The _____ refers to the creative team's guide for writing and producing a campaign.

A) copy platform
B) storyboard
C) copy point
D) message plan
E) rationale

Question 28

The _____,a member of the creative team,is responsible for the nonverbal aspect of the message,the design,which determines the visual look and intuitive feel.

A) creative director
B) art director
C) publicity expert
D) accounts executive
E) copywriter

Question 29

In the Judge's role,creatives evaluate the value of the big ideas and decide whether to implement,modify,or discard them.

Question 30

Which of the following appeals will a marketer use to target a consumer's self-actualization needs?

A) Efficiency in operation or use
B) Dependability in quality
C) Cleanliness
D) Rest or sleep
E) Economy in purchase

Question 31

In print ads,the headline is often the strongest focal point conceptually as well as visually.

Question 32

_____ appeals target the consumer's psychological,social,or symbolic needs.

A) Scarcity
B) Humor
C) Emotional
D) Rational
E) Plain

Question 33

In advertising,creatives refer to:

A) the people (copywriter, ad director, and creative director) who work in the creative department.
B) the elements of the advertising mix that are used in developing a creative strategy.
C) the group of copywriters working in the creative department.
D) the stages in the integration of the visual and nonvisual elements of a creative product.
E) the elements that are chosen in the final version of a creative product.

Question 34

Ads based on negatively originated motives resonate with the audience by being highly _____.They offer relief from some problem.

A) informational
B) transactional
C) emotional
D) transformational
E) rational

Question 35

Which of the following is a dimension of a great advertisement?

A) Sensory appeal
B) Audience impact
C) Gross impressions
D) Informational motive
E) Possible exposures

Question 36

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) creative brief
B) copy point
C) action plan
D) mission statement
E) narrative message

Question 37

Which of the following appeals will a marketer use to target a consumer's safety needs?

A) Economy in purchase
B) Simplicity
C) Durability
D) Personal comfort
E) Appetite

Question 38

Who is ultimately responsible for the form the final advertising message takes?

A) The art director
B) The creative director
C) The media planner
D) The graphic engineer
E) The copywriter

Question 39

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

A) scarcity
B) brand
C) emotional
D) rational
E) snob

Question 40

For clients,recognizing a big idea and evaluating it is easier than coming up with one.

Question 41

Which of the following colors is considered a symbol of health and freshness and is popularly used for environmentally friendly products?

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

Question 42

In terms of IMC,_____ involves combining two or more previously unconnected objects or ideas into something new.

A) stimulus
B) persuasion
C) attitude
D) motivation
E) creativity

Question 43

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

A) It contains guidelines for what the messages should say.
B) It describes the overall nature of the campaign's graphics.
C) It describes the relationship of the graphics to the media in which the message will appear.
D) It mentions the preferred execution approach and mechanical outcome.
E) It includes budget and scheduling limitations.

Question 44

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

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

Question 45

According to the creative brief used by Leo Burnett,which of the following refers to a brand character statement?

A) It refers to a specific, concise description of what the brand is supposed to accomplish.
B) It refers to a brief description of the evidence that backs up the brand promise.
C) It refers to short-term emotional descriptions of the brand's advertising strategy.
D) It refers to a long-term description of the enduring values of a brand.

Question 46

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

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.

Question 47

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.

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

Question 48

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

A) Brown
B) Black
C) Green
D) Blue
E) Red

Question 49

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

A) Warrior
B) Explorer
C) Artist
D) Judge
E) Director

Question 50

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

A) Originator
B) Explorer
C) Warrior
D) Judge
E) Artist

Question 51

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.

A) copy point
B) action plan
C) creative brief
D) mission statement
E) rationale

Question 52

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

Question 53

_____ thinkers make decisions based on intuition and ethical judgments.They are better able to embrace change,conflict,and paradox.

A) Conditioned
B) Functional
C) Fact-based
D) Rational
E) Value-based

Question 54

Which of the following statements about the psychological impact of color is true?

A) Black conveys sophistication.
B) Yellow is considered to be the "most edible color."
C) Deep violet is associated with energy and heat.
D) Brown is considered a feminine color.
E) Red is considered to be the hottest color with the highest "action quotient."

Question 55

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

A) nonverbal
B) informational
C) verbal
D) technical
E) transformational

Question 56

In the creative brief used by Leo Burnett,_____ refer to short-term emotional descriptions of the advertising strategy.

A) mission statements
B) tone statements
C) objective statements
D) support statements
E) brand character statements

Question 57

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

A) Director
B) Warrior
C) Artist
D) Explorer
E) Judge

Question 58

In IMC,the ______ refer(s)to the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

A) product concept
B) creative process
C) copy platform
D) advertising pyramid
E) work plan

Question 59

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

A) Convergent
B) Divergent
C) Fact-based
D) Emotional
E) Value-based

Question 60

Which of the following helps the creative team sell a campaign concept to account managers and helps the managers explain and defend the creative work to the client?

A) Action plan
B) Copy point
C) Work plan
D) Copy platform
E) Message strategy

Question 61

Which of the following refers to art direction?

A) It is the integration of the efforts of the copywriter and the artist.
B) It involves execution of the step-by-step process outlined in the creative brief.
C) It refers to an entire presentation, including verbal and aural elements.
D) It is the process of managing the visual presentation of a message.
E) It is a technique for transforming concepts into verbal and nonverbal ad components.

Question 62

In terms of the Artist's role,a _____ refers to a bold,creative initiative that builds on a strategy,joins the product benefit with consumer desire in a fresh,involving way,brings the subject to life,and makes the audience stop,look,and listen.

A) creative strategy document
B) copy platform
C) work plan
D) big idea
E) skunkworks project

Question 63

The second step in the creative pyramid,_____,carries the prospective customer-now paying attention-to the heart of the message.

A) conviction
B) credibility
C) interest
D) action
E) desire

Question 64

_____ refers to a process in which two or more people get together to generate new ideas.

A) Lateral thinking
B) Mind mapping
C) Brainstorming
D) Speed thinking
E) Concept mapping

Question 65

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

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

Question 66

_____ may occur when people in an agency start "thinking like the client," especially if the client is a fact-based thinker.

A) Mind mapping
B) Creative blocking
C) Brainstorming
D) Speed thinking
E) Free association

Question 67

_____ 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) Groupthink
E) Perceptive interference

Question 68

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

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.

Question 69

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

A) desire
B) interest
C) credibility
D) conviction
E) action

Question 70

_____ refers to recording any inspiration that comes to mind and is the goal of brainstorming.

A) Free association
B) Speed thinking
C) Mind mapping
D) Lateral thinking
E) Internal monologue

Question 71

Which of the following is true of creatives in the Explorer role?

A) They search for a key verbal or visual concept and implement it.
B) They experiment and play with a variety of approaches, looking for an original idea.
C) They evaluate the results of experimentation and decide which approach is most practical.
D) They overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.
E) They review the creative brief and the marketing and advertising plan.

Question 72

In the _____ step of the creative pyramid,the copywriter encourages prospects to picture themselves enjoying the benefits of the product or service.

A) credibility
B) conviction
C) attention
D) desire
E) interest

Question 73

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.

A) conviction
B) desire
C) action
D) credibility
E) interest

Question 74

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

A) brainstorming
B) characterization
C) visualization
D) abstraction
E) lateral thinking

Question 75

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.

Question 76

The third step in the creative pyramid is to establish _____ for claims about the product or service.

A) credibility
B) desire
C) conviction
D) interest
E) attention

Question 77

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

A) creative brief
B) creativity
C) art
D) mandatories
E) copy

Question 78

According to the creative pyramid,the first objective of any IMC campaign is to:

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

Question 79

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

A) Warrior
B) Explorer
C) Artist
D) Detractor
E) Judge

Question 80

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

A) creative brief
B) mixed-media approach
C) work plan
D) product concept
E) creative pyramid