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

Quizplus · Accepted Answer

Roger von Oech published a four-step creative model that many Fortune 100 companies use today. He describes four distinct, imaginary, roles that every art director and copywriter has to adopt at some point in the creative process. Taking on the role of the Explorer, the creatives examine the information they have. They review the creative brief and the marketing and advertising plan; they study the market, the product, and the competition.

Which of the Following Is True of Creatives in the Explorer