Deck 8: Creating ADS: Strategy and Process

Question 1

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

Answer 1

False
Explanation: In advertising,when creatives play the Explorer role,they get off the beaten path to look in new and uncommon places for information-to discover new ideas and to identify unusual patterns.

Question 2

A creative strategy is also referred to as a copy strategy.

Answer 2

True
Explanation: The creative strategy may be referred to as a creative brief,a work plan,a copy strategy,or a copy platform.

Question 3

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

Answer 3

True
Explanation: A common technique that attracts attention,maintains interest,and stimulates consumers' thinking is to use plays on words and verbal or visual metaphors.

Question 4

The creative strategy is a simple written statement of the most important issues to be considered in the development of an ad or campaign.

Question 5

The creative who takes on the role of Explorer may want to conduct a situation analysis.

Question 6

The creative strategy identifies how the ad will be executed.

Question 7

The color green when used in ads conveys health and freshness.

Question 8

Negatively originated motives provide the foundation for many great ads.

Question 9

Strategy is at the root of all great creative work.

Question 10

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.

Question 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

For transforming and manipulating concepts,creativity consultant Roger von Oech suggests changing the context or asking "what if" questions.

Question 16

In advertising,the decoding of messages is the responsibility of the creative team.

Question 17

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

Question 18

Most ads,whether they are informational or transformational,do resonate with their audiences.

Question 19

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

Question 20

The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

Question 21

Often the creatives will take an ad campaign that they have been putting a lot of time and effort into and put it aside for awhile.Why?

Question 22

In the advertising process,who are the creatives?

Question 23

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

Question 24

When the agency presents the ad concept,the client assumes the role of the Warrior.

Question 25

The creative strategy has several other names.What are they?

Question 26

Describe a fact-based thinker.

Question 27

What are the three components of the message strategy?

Question 28

Why most ads fail to resonate with the audience?

Question 29

Discuss the roles of a copywriter and an art director.

Question 30

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

Question 31

Briefly describe the two dimensions needed for great advertising.

Question 32

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 33

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

Question 34

Discuss the role of the Judge in the creative process.

Question 35

List and briefly describe the components of message strategy.

Question 36

Explain the difference between informational ads and transformational ads.

Question 37

What are the four roles of creativity in advertising?

Question 38

According to creativity consultant Roger von Oech,there are four roles that every art director and copywriter has to personally take on at some point in the creative process.List and briefly describe each of these imaginary roles.

Question 39

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 40

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

Question 41

According to creativity consultant Roger von Oech,what are the four distinct roles in the creative process?

Question 42

Another name for a creative strategy is a:

A)copy platform.
B)benefit strategy.
C)creative action plan.
D)communication strategy.
E)support statement.

Question 43

What is it called when two or more people get together to generate new ideas?

Question 44

What is the last step in developing an advertising strategy?

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 45

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

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

Question 46

Who is responsible for writing the words for a billboard ad for a new line of Carhartt Western wear for women?

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

Question 47

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 48

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

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 49

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed.Who amongst the following was MOST likely responsible for the tennis ball photo?

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

Question 50

What a company wants to say and how it wants to say it determines its ____,which is a simple explanation of the overall approach to be used by the ad campaign.

A)marketing platform
B)action plan
C)tactics
D)logistics
E)message strategy

Question 51

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

Question 52

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 53

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

Question 54

A creative strategy should have a ____,advertising objectives,and the problem the advertising must address.

A)policy statement
B)corporate vision
C)value statement
D)definition of the target audience
E)budget

Question 55

An ad for Breitling watches describes the watches as "prestigious,professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive.

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

Question 56

The term "creatives" refers to the:

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

Question 57

If negatively originated motives provide the basis for product purchase,then _____ types of ads will more than likely resonate with the audience.

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

Question 58

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

A)The graphic designer
B)The creative director
C)The media planner
D)The art director
E)The PR representative

Question 59

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 60

An ad for Goldsmith tennis rackets,begins with the command,"Hit your best shots.More often." Which step of the creative pyramid is this headline addressing?

Question 61

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 the burning bottle of perfume is an example of:

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

Question 62

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 63

According to creativity consultant Roger von Oech,which role in the creative process is to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization?

A)The Warrior
B)The Referee
C)The Critic
D)The Detractor
E)The Opponent

Question 64

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

A)Gatherer
B)Hunter
C)Expressive
D)Explorer
E)Researcher

Question 65

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

A)The Referee
B)The Evaluator
C)The Judge
D)The Decider
E)The Executioner

Question 66

The _____ 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)ideation method

Question 67

In 2008,Mars Snack Foods' Dove brand launched a line of dark chocolates called Dove Vitalize that support cardiovascular health.At the creation of the ad campaign designed to show the nutritional value of the new Dove Vitalize bars,the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of.There was no criticism of any idea allowed during the session even when the art director suggested showing a Dove Vitalize bar as a substitute for broccoli.The creatives were engaged in:

A)idea swiping.
B)lateral thinking.
C)brainstorming.
D)collaborating.
E)critical thinking.

Question 68

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 69

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 nutritious.
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 70

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

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

Question 71

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)remind customers that they should stock up on peanut butter.
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 more healthy to eat.
E)persuade retailers to carry peanut butter.

Question 72

An ad for the UBS Investment Bank begins with the statement,"Success is the sum of the confident decisions you make." Simply from this statement,you can surmise that the ad is more likely to appeal to _____ than to _____ thinkers.

A)functional;hierarchical
B)value-based;fact-based
C)transformational;transactional
D)transactional;transformational
E)fact-based;value-based

Question 73

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

A)gatherer
B)hunter
C)expressor
D)Explorer
E)researcher

Question 74

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

A)visual enhancers.
B)requisite features.
C)ad perquisites.
D)ad stipulations.
E)mandatories.

Question 75

In 2008,Helen's Foods,the maker of pre-baked and frozen meals,introduced a line of vegetarian Comfort Meals.When the art director was asked to create an ad for Comfort Meals,he needed to create a visual picture which illustrated how yummy and nutritious the meals were,as well as attract the attention of readers.What is the term used to describe this step in the creative process?

A)Message strategizing
B)Free association
C)Conceptualization
D)Product positioning
E)Brainstorming

Question 76

According to creativity consultant 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
B)Virtuoso
C)Expressive
D)Executioner
E)Artist

Question 77

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

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

Question 78

An ad encouraging golfers to subscribe to "Golf magazine" has the following headline: "Play at the Top of Your Game." In this example,the creative message of the ad was used to:

A)persuade consumers to subscribe to "Golf Magazine."
B)inform readers that "Golf Magazine" is available through subscriptions.
C)persuade customers to buy multiple copies of "Golf Magazine."
D)persuade retailers to carry "Golf Magazine."
E)remind customers that "Golf Magazine" is the best-selling golf magazine available.

Question 79

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 women's pocketbook.The woman is screaming and the copier is rolling away with the purse.The comparison of a purse snatcher 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 80

Which of the following statements about brainstorming is true?

A)A brainstorming session is often a source of sudden inspiration.
B)Brainstorming uses techniques called linking and laddering.
C)Brainstorming is performed by the Expressive role.
D)Brainstorming is a process in which visual and verbal metaphors are created.
E)All ideas in a brainstorming session are open to criticism.