Question 1

An advertising idea is considered ___________ when it is novel, fresh, unexpected, and unusual; and it is considered ___________ when it's one of a kind.

Accepted Answer

An advertising idea is considered creative when it is novel, fresh, unexpected, and unusual; and it is considered original when it's one of a kind, distinguishing between the novelty and uniqueness of the idea.

Question 2

A(n) ___________ is a creative concept that implements the advertising strategy so that the message is both attention getting and memorable.

Accepted Answer

The "big idea" is the creative concept that brings the advertising strategy to life in a unique, memorable way, making it the correct choice.

Question 3

Using an idea that someone else has originated is known as ___________.

Accepted Answer

Copycat advertising refers to the practice of using or imitating an original idea, concept, or campaign that someone else has created. This term is often used in a negative context to describe ads that lack originality.

Question 4

Which of the following is a common technique advertisers use to force the creative leap?

Accepted Answer

Make an unusual association is a common technique advertisers use to force the creative leap.

Question 5

Which of the following statements is false regarding creative thinking?

Accepted Answer

In advertising, creativity is not limited to just the writers and art directors. It involves a wide range of roles including strategists, designers, and even clients. Creativity in advertising is a collaborative process that benefits from diverse perspectives and skills.

Question 6

Which technique used by creative thinkers creates the juxtaposition of two seemingly unrelated thoughts?

Accepted Answer

The answer of Which technique used by creative thinkers creates...

Question 7

Which technique used by creative thinkers differs from the rational, linear thinking that we use to arrive at the "right" conclusion and uses exploration (playfulness) to search for all possible alternatives?

Accepted Answer

Divergent thinking is characterized by the generation of multiple, diverse solutions to a problem, emphasizing exploration and the search for all possible alternatives, contrasting with the linear, logical approach of convergent thinking.

Question 8

A person who tends to deal in expressive images, emotion, intuition, and complex interrelated ideas that must be understood as a whole rather than as pieces is ________-brain dominant.

Accepted Answer

Right-brain dominant individuals are often associated with creativity, emotion, and intuition, focusing on images and the perception of space, which contrasts with the logical and analytical focus typically attributed to left-brain dominance.

Question 9

Which of the following is a step in the idea-generating process called creative aerobics?

Accepted Answer

Creative aerobics is a technique used to stimulate creativity and innovative thinking. It involves various exercises designed to expand the mind and generate new ideas. All the options listed (A through D) are steps in the creative aerobics process. These steps encourage looking at a product or concept from different perspectives, thereby aiding in the generation of novel ideas and solutions.

Question 10

Which of the following describes the immersion step of the creative process?

Accepted Answer

The immersion step of the creative process involves reading, researching, and learning everything possible about the problem to fully understand it before attempting to solve it.

Question 11

Which of the following describes the ideation step of the creative process?

Accepted Answer

The ideation step in the creative process involves looking at the problem from various perspectives, developing ideas, and generating as many alternatives as possible to find a creative solution.

Question 12

Which of the following describes the brainfog step of the creative process?

Accepted Answer

The brainfog step involves hitting a mental block where the mind feels overwhelmed and may want to give up.

Question 13

Which of the following describes the incubation step of the creative process?

Accepted Answer

The incubation step of the creative process involves stepping away from the conscious effort of solving the problem and allowing the subconscious mind to work on it, often leading to insights and solutions emerging naturally.

Question 14

Which of the following describes the illumination step of the creative process?

Accepted Answer

The illumination step of the creative process is characterized by that sudden insight or idea that comes unexpectedly, often when the mind is relaxed and engaged in a different activity. This step follows after periods of intense focus and work on a problem, where the solution seems to emerge spontaneously.

Question 15

Which of the following describes the final step of the creative process?

Accepted Answer

The final step of the creative process involves evaluation, where the solution is assessed to determine if it works and aligns with the intended strategy. This step ensures that the creative output effectively addresses the problem it was intended to solve.

Question 16

A technique in which 6 to 10 people work together to come up with ideas by remaining positive and deferring judgment is known as ________.

Accepted Answer

Brainstorming is a group creativity technique designed to generate a large number of ideas for the solution of a problem, where participants are encouraged to come up with thoughts and ideas that can seem spontaneous or unconventional, and are led by a facilitator. Judgment is deferred to allow for maximum participation and idea generation.

Question 17

Which of the following is an appropriate objective to achieve the perception facet of advertising effectiveness?

Accepted Answer

Creating attention is a primary objective to achieve the perception facet of advertising effectiveness, as it focuses on making the target audience aware of the product or service.

Question 18

Which of the following are appropriate objectives to achieve the connect facet of effective advertising?

Accepted Answer

The answer of Which of the following are appropriate objectives...

Question 19

What is the function of originality?

Accepted Answer

Originality captures attention by presenting something new or unique, which stands out and draws interest.

Question 20

When a tagline is used consistently on all marketing messages, it becomes a ________.

Accepted Answer

A tagline, when used consistently across all marketing messages, becomes a slogan. A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose.

Quiz 12: The Creative Side and Message Strategy

An advertising idea is considered _ when it is novel, fresh, unexpected, and unusual; and it is considered _ when it's one of a kind.