Question 1

The right hemisphere of the brain does NOT do which of the following?
A)think nonverbally
B)control responses to color
C)control the creative process
D)provide intuition
E)work methodically

Accepted Answer

The right hemisphere of the brain is typically associated with nonverbal thinking, creativity, intuition, and processing of visual and spatial information. However, it is not typically associated with working methodically, which is more characteristic of left hemisphere functioning.

Question 2

According to creative theorist Joseph Wallis, which of the following is NOT a critical developmental phase for creativity?
A)evaluation
B)incubation
C)utilization
D)preparation
E)illumination

Accepted Answer

Joseph Wallis, a theorist in creativity, outlines several critical phases in the development of creativity, which include preparation, incubation, and illumination, among others. However, "utilization" is not traditionally listed as one of these phases by Wallis. The recognized phases typically involve the preparation (gathering knowledge and materials), incubation (ideas maturing subconsciously), illumination (the "aha" moment of insight), and evaluation (assessing the validity or usefulness of the idea).

Question 3

When the writer and layout person collaborate on an ad, their first task is to determine:
A)where to place the headline.
B)whether to use a subhead.
C)the most important element in the ad.
D)what emphasis to place on the price of the product.
E)the overall tone of the piece.

Accepted Answer

The most important element of an ad should be determined first to ensure that it draws the reader's attention and effectively communicates the message. Once the most important element is determined, the headline and subhead can be placed accordingly and the overall tone of the ad can be established. The emphasis on price can also be discussed, but it should not be the primary focus unless price is the main selling point of the product.

Question 4

Which of the following is NOT, according to Jim Aichison, a source of inspiration for an idea?
A)where or how a product is made
B)lack of awareness about what happens to a product
C)history of the product
D)the packaging
E)gaining new ideas from a product's old advertising

Accepted Answer

Jim Aichison, in discussing sources of inspiration for advertising ideas, does not list "lack of awareness about what happens to a product" as a source. Instead, he focuses on aspects directly related to the product itself, such as its creation, history, packaging, and previous advertising efforts.

Question 5

Which of the following does the left hemisphere of the brain NOT provide?
A)control for verbal skills
B)reasoning
C)intuition
D)information processing
E)methodical operations

Accepted Answer

Research suggests that the right hemisphere of the brain is responsible for intuition, while the left hemisphere is responsible for analytical and methodical operations.

Question 6

Putting together elements such as a headline, logotype, illustration, and copy in an orderly form is referred to as making the:
A)execution.
B)creative leap.
C)layout.
D)objective verifiable.
E)mock-up.

Accepted Answer

The term "layout" specifically refers to the arrangement of various design elements (such as those listed in the question) in a way that is visually appealing and communicates the intended message effectively. The other answer choices are not as relevant to the process of creating a visual design layout.

Question 7

When all is said, done, and considered, one of the primary creative objectives of an advertisement is to:
A)avoid disruption.
B)move the prospect to inquire about the product.
C)raise consumer consciousness about the product or service.
D)attract attention.
E)communicate the promise.

Accepted Answer

The answer of When all is said, done, and considered,...

Question 8

As the creative team thinks visually about an ad, they should be charged to do all of the following EXCEPT:
A)remember that a picture is indeed worth a thousand words.
B)employ only words that work with the visual for the most powerful effect.
C)tweak or sketch the idea to its limits.
D)create multiple versions.
E)factor in the budget constraints.

Accepted Answer

The creative team should not be charged with factoring in budget constraints, as that is typically the responsibility of the marketing or advertising team. The creative team's focus should be on developing visually compelling and effective ads.

Question 9

Which of the following is true of ads for a product?
A)created for an artistic purpose
B)created for the sake of creativity
C)Each piece in the campaign should be unique in its goals, message, and form.
D)Even when some advertisements don't appear to be related, the same set of objectives must apply to all advertising.
E)is created to enhance the ingenuity of the creative team

Accepted Answer

All advertisements, even if they appear different, should ultimately be working towards the same objectives and goals for the product or brand.

Question 10

What characterization fits the notion of a strong idea?
A)should focus on all its details to the exclusion of everything else
B)should be based on a simple idea
C)should be all about hitting a "home run" as breakthrough advertising
D)should connect its attributes to the agency's need to be great above all else
E)should be focused on a single medium for maximum impact

Accepted Answer

A strong idea should be based on a simple and clear concept that can be easily understood and communicated. Complexity can often confuse the audience and dilute the impact of the message. Therefore, a simple idea is more likely to resonate with people and be remembered.

Question 11

A successful creative concept must not only be an attention-grabber, it must also:
A)develop the concept humorously.
B)develop the copy simply.
C)put across the main selling point and brand name.
D)be memorable.
E)be easily executable at a reasonable price.

Accepted Answer

The answer of A successful creative concept must not only...

Question 12

Before a writer and layout person in an agency commit to putting something on paper, they would likely discuss all of the following EXCEPT:
A)length and/or importance of the copy.
B)value of the client to the agency.
C)role of the visual(s).
D)need to show the product.
E)what element should be given emphasis.

Accepted Answer

While the value of the client to the agency may be a factor in determining the level of effort and resources to dedicate to a project, it is not directly related to the content and layout decisions for a specific piece of material. The other options are all critical factors that would likely be discussed prior to beginning a project.

Question 13

A rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need is:
A)art.
B)an executional idea.
C)a creative advertisement.
D)a basic idea or concept.
E)a schematic.

Accepted Answer

A creative advertisement is a rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need, as it aims to communicate a solution or appeal to its audience.

Question 14

Which of the following would NOT be a basic area of the creative process?
A)medium or vehicle used
B)concepts
C)research data
D)words
E)pictures

Accepted Answer

While research can certainly inform and inspire the creative process, it is not one of the essential core areas that make up the creative process itself. The other choices - medium, concepts, words, and pictures - all pertain to the actual creative output, whether it be visual, written, or otherwise.

Question 15

Which is NOT an important function of a creative idea?
A)to grab attention
B)to implant your brand name indelibly in the prospect's mind
C)to convince your prime prospect of the price of your product or service above all else
D)to connect the brand name to the positive attributes of your product or service
E)to convince your prime prospect to consider your product or service first

Accepted Answer

The function of a creative idea is not to solely convince the prime prospect of the price of the product or service above all else. While pricing is an important factor, it is not the only crucial element in a creative idea. The other options (A, B, D, E) focus on capturing attention, connecting the brand name to positive attributes, implanting the brand name in the prospect's mind, and convincing the prospect to consider the product or service first, which are all significant functions of a creative idea.

Question 16

Which may be the responsibility of a copywriter?
A)creation of visuals for an ad
B)layout
C)creation of advertising objectives
D)the ad concept
E)art direction

Accepted Answer

The ad concept is the main responsibility of the copywriter. They are responsible for coming up with the creative direction and messaging for the ad.

Question 17

According to a creative director at Leo Burnett, what is "a sensitivity to human nature and the ability to communicate it"?
A)creativity
B)preparation
C)verification
D)illumination
E)advertising

Accepted Answer

The quote refers to the ability to understand and communicate human nature, which is a key component of creativity in advertising.

Question 18

Inspiration for advertising typically does NOT come from which of the following?
A)free association
B)brainstorming
C)an outlandish notion
D)intuition
E)slow incubation

Accepted Answer

Inspiration for advertising often comes from creative processes like free association, brainstorming, outlandish notions, and intuition. Slow incubation, which implies a very gradual development of ideas, is less typical in advertising where quicker, more dynamic idea generation methods are preferred.

Question 19

John Butler, creative director of Butler, Shine, Stern & Partners, said, "Advertising is not art. It is
A)a revolution of understanding."
B)relevant social statements."
C)a way to sneak poetry into commerce."
D)a business masquerading as art."
E)art masquerading as business."

Accepted Answer

The statement "a business masquerading as art" implies that, while advertising may contain artistic elements, it ultimately exists to further the interests of the business it represents.

Question 20

Which of the following does NOT apply to a layout?
A)a working drawing
B)the blueprint for production purposes
C)the realizable leap in creativity
D)the total appearance of an ad
E)the composition of design elements

Accepted Answer

The answer of Which of the following does NOT apply...

Quiz 17: The Total Concept: Words and Visuals

The right hemisphere of the brain does NOT do which of the following?

According to creative theorist Joseph Wallis, which of the following is NOT a critical developmental phase for creativity?

When the writer and layout person collaborate on an ad, their first task is to determine:

Which of the following is NOT, according to Jim Aichison, a source of inspiration for an idea?

Which of the following does the left hemisphere of the brain NOT provide?

Putting together elements such as a headline, logotype, illustration, and copy in an orderly form is referred to as making the:

When all is said, done, and considered, one of the primary creative objectives of an advertisement is to:

As the creative team thinks visually about an ad, they should be charged to do all of the following EXCEPT:

Which of the following is true of ads for a product?

What characterization fits the notion of a strong idea?

A successful creative concept must not only be an attention-grabber, it must also:

Before a writer and layout person in an agency commit to putting something on paper, they would likely discuss all of the following EXCEPT:

A rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need is:

Which of the following would NOT be a basic area of the creative process?

Which is NOT an important function of a creative idea?

Which may be the responsibility of a copywriter?

According to a creative director at Leo Burnett, what is "a sensitivity to human nature and the ability to communicate it"?

Inspiration for advertising typically does NOT come from which of the following?

John Butler, creative director of Butler, Shine, Stern & Partners, said, "Advertising is not art. It is

Which of the following does NOT apply to a layout?