ADV test Chap 8

Which of the following statements is most likely true about brainstorming? 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 involves formally analyzing problems. E. All ideas in a brainstorming session are open to criticism.

A brainstorming session is often a source of sudden inspiration

Describe what creatives typically do when fulfilling each of the four imaginary roles identified by Roger von Oech as part of the creative process.

According to creativity consultant Roger von Oech, four distinct, albeit imaginary, roles that every art director and copywriter has to personally take on at some point in the creative process are the following: (1) The Explorer searches for new information, paying attention to unusual patterns. (2) The Artist experiments and plays with a variety of approaches, looking for an original idea. (3) The Judge evaluates the results of experimentation and decides which approach is most practical. (4) The Warrior overcomes excuses, idea killers, setbacks and obstacles to bring a creative concept into realization.

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

According to creativity consultant Roger von Oech, there are four distinct, albeit imaginary, roles that every art director and copywriter has to personally take on at some point in the creative process: the Explorer, the Artist, the Judge, and the Warrior.

In the advertising process, who are the creatives?

All the people who work in the creative department, no matter what their specialty, are generally referred to as creatives.

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. Artist B. Judge C. Warrior D. Explorer E. Researcher

Artist

Discuss the roles of a copywriter and an art director.

Each member of the creative team plays an essential role. The team's copywriter develops the verbal message, the copy (words) within the ad. The copywriter typically works with an art director who is responsible for the nonverbal aspect of the message, the design, which determines the look and feel of the ad. Together, they work under the supervision of a creative director who is ultimately responsible for the creative product—the form the final ad takes.

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. Artist B. Judge C. Warrior D. Explorer E. Researcher

Explorer

Creatives serving in the role of _____ will most likely benefit from brainstorming. A. Intuitives B. Creators C. Mediators D. Explorers E. Collaborators

Explorers

_____ thinkers tend to be linear thinkers and make decisions based on hard data. A. Value-based B. Transformational-based C. Transactional-based D. Objectivity-based E. Fact-based

Fact-based

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

In some agencies the creative strategy document may be referred to as a creative brief, a work plan, a copy strategy, or a copy platform.

In a Target ad, the headline reads, "Score points on great deals." Describe how this copy reflects the desire objective of the creative pyramid.

In the desire step, the writer encourages prospects to imagine themselves enjoying the benefits of the product or service.

Explain the difference between informational ads and transformational ads.

Informational ads promise benefits that will offer relief from some real or perceived problem. They tend to address negatively originated purchase motives, such as problem removal or avoidance, in an attempt to provide solutions to those problems. Transformational ads promise benefits that will reward customers. They tend to address positively originated purchase motives, such as sensory gratification, intellectual stimulation, or social approval, in an attempt to make people feel happier.

According to creativity consultant Roger von Oech, which role in the creative process strives to evaluate the results of experimentation and decide which approach is most practical? A. Warrior B. Evaluator C. Judge D. Explorer E. Artist

Judge

The creative in the role of the _____ would most likely state that a full-page ad for free checking accounts in The Wall Street Journal is a waste of resources for a community bank. A. Artist B. Judge C. Mediator D. Warrior E. Liaison

Judge

The role of the _____ would be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an insurance plan is not a good idea and will probably open the agency and its client to a great deal of ridicule. A. Artist B. Evaluator C. Judge D. Liaison E. Warrior

Judge

A series of Target ads are required to show the company's URL and logo. What are these technical requirements called, and why do companies have them?

Mandatories are the address, phone number, Web address, etc., that the advertiser usually insists be included within an ad to give the consumer adequate information.

Why do most ads fail to resonate with the audience?

Most ads fail to resonate with the audience because they lack a "big idea" or they fall down in the execution.

Discuss the role of the Judge in the creative process.

The Judge evaluates the practicality of the big idea and decides whether to implement, modify, or discard it. The Judge must be critical enough to ensure that when it is time to play the Warrior, the Warrior will have an idea worth fighting for. He or she must also avoid stifling the imagination of the Artist. One of the Judge's most important tasks is to assess the potential for success or failure. Any ad campaign is risky. The Judge's job is to try to reduce that risk.

List the five steps of the creative pyramid—starting at its bottom.

The five steps of the creative pyramid, starting at its top, are: attention, interest, credibility, desire, and action.

What are the three components of the message strategy?

The message strategy has three components: verbal, nonverbal, and technical.

What is a message strategy? Describe the components of a message strategy.

The message strategy is a simple description and explanation of an ad campaign's overall creative approach—the main idea, details about how the idea will be executed, and a rationale. The message strategy has three components: (1) Verbal—Guidelines for what the advertising should say, considerations that affect the choice of words, and the relationship of the copy approach to the medium. (2) Nonverbal—Overall nature of the ad's graphics, any visuals that must be used, and the relationship of the graphics to the media in which the ad will appear. (3) Technical—Preferred execution approach and mechanical outcome, including budget and scheduling limitations. This also includes the mandatories.

Give three methods for establishing credibility through creative means.

The third step in the creative pyramid is to establish credibility for the product or service. Three common ways for establishing credibility are fairly designed comparison ads that are relevant to customers' needs, well-known presenters, and the use of independent test results to substantiate ad claims.

Many scholars believe styles of thinking fall into two general categories. What are they?

The two general categories of thinking are value-based and fact-based.

Describe creativity and explain how it enhances advertising.

To create means to originate, to conceive a thing or idea that did not exist before. Typically, though, creativity involves combining two or more previously unconnected objects or ideas into something new. The four roles of creativity in advertising are the following: (1) Creativity helps advertising inform. (2) Creativity helps advertising persuade. (3) Creativity helps advertising remind. (4) Creativity puts the "boom" in advertising.

Briefly describe the two dimensions needed for great advertising.

Two dimensions promote greatness: audience resonance and strategic relevance. Audience resonance means that the ad gets audience attention. Strategic relevance means that the ad is more than just entertainment; the ad must fulfill the strategic mission.

According to creativity consultant Roger von Oech, which role in the creative process has to overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization? A. Warrior B. Judge C. Artist D. Explorer E. Evaluator

Warrior

In the final step of the creative process, the _____ carries the concept into action. A. Warrior B. Implementer C. Artist D. Judge E. Opponent

Warrior

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 a while. Why?

When the brain is overloaded with information about a problem, creatives sometimes find it best to just walk away from it for a while, do something else, and let the unconscious mind mull it over. This incubation puts the problem back into perspective. It lets the brain rest, lets the problem incubate in the subconscious, and enables better ideas to percolate to the top. Upon returning to the task, the creatives frequently discover a whole new set of assumptions.

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

When two or more people get together to generate new ideas, it is known as brainstorming.

A magazine ad for United Airlines shows a flight map overlaid on a photo of Manhattan with one of the lines arcing into a smile. The ad reads "NYC friendly. Fly the friendly skies." The phrase "Fly the friendly skies" is meant to stimulate A. awareness. B. conviction. C. action. D. credibility. E. comprehension.

action

Which of the following is the fundamental building block for the creative pyramid? A. credibility B. comprehension C. interest D. attention E. desire

attention

An ad for Asian Sensations newest product line of snack foods encourages readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n) A. psychosocial consequence. B. copy platform. C. attention-getting device. D. credibility-builder. E. action-stimulator.

attention-getting device

A billboard for Target features the Target dog, with his signature eye painted with the Target logo with large text reading "Sit. Stay. Shop." The creative team that designed the ad likely intended the photo and large text to be A. psychosocial consequences. B. attention-getting devices. C. copy platforms. D. credibility-builders. E. action-stimulators.

attention-getting devices

According to the creative pyramid, the first step in copywriting and art design is to A. create interest. B. attract the prospect's attention. C. make the prospect aware of the product D. make the prospect aware of the brand name. E. create a two-way communications medium.

attract the prospect's attention

Great ads have certain characteristics in common, which can be placed into two dimensions of greatness, which are A. metaphors and similes. B. emotional and rational appeals. C. audience resonance and strategic relevance. D. perceptual barriers and complete information. E. informational and transformational dimensions.

audience resonance and strategic relevance

In trying to break into the Canadian market, Target had to develop new and inspired ads that appealed to Canadians. Which of the following processes could Target's art director and lead copywriter have used to find inspiration? A. idea swiping B. lateral thinking C. brainstorming D. collaborating research E. critical examination

brainstorming

Which of the following would be likely to be included in a creative strategy? A. definition of the target audience B. objective of the advertising C. the brand's personality D. budget procedures E. key benefits

budget procedures

Globetrotter needed to create an ad that showed its sleeping bags would keep customers warm and happy wherever they went. It was up to the art director to create a mental picture that captured the concept and presented it in a bold way before any copy or art could be created. She _____ an idea for the ad by playing on how closely the sleeping bags resembled happy seals taking a nap on a beach. A. researched B. free associated C. conceptualized D. positioned E. defended

conceptualized

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets, the greenery made of heads of broccoli, and the river made of gravy. Which of the following techniques for manipulating and transforming ideas was most likely used in this example? A. eliminate B. adapt C. reverse D. connect E. parody

connect

Another name for a creative strategy is a A. copy platform. B. benefit strategy. C. creative action plan. D. communication strategy. E. marketing support statement.

copy platform

Which of the following is a 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 methodology

creative process

The _____ is the document that serves as the creative team's guide for writing and producing the ad. A. creative strategy B. visual storyboard C. graphic ideation D. message strategy E. speculative presentation

creative strategy

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. sarcasm E. reinforcement

creativity

An Electrolux commercial features talk-show host Kelly Ripa juggling a busy schedule that includes cooking a meal, washing clothes, and cleaning dishes using Electrolux appliances. Which aspect of the creative pyramid is the advertiser most likely seeking to establish by using Kelly Ripa in the ad? A. action B. awareness C. conviction D. comprehension E. credibility

credibility

What is the last step in developing an advertising strategy? A. determining the key components of the advertising mix B. delivering the creative strategy to the creative department C. developing a message strategy that meets the client's needs D. evaluating how well the strategy supports the marketing plan E. conducting a budget allocation based on local and industry standards

delivering the creative strategy to the creative department

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were most likely trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolut vodka. A. desire B. action C. conviction D. credibility E. comprehension

desire

In the final step of the creative process, the Warrior would perform all of the following activities except A. carry the concept into action. B. evaluate the practicality of the big idea. C. help the account manager present the campaign to the client. D. turn the agency account team into allies for the client presentation. E. get the big idea approved, produced, and placed in the media.

evaluate the practicality of the big idea

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.

fact-based and value-based

An ad for Shiny Toothpaste states, "Nine out of ten dentists recommend Shiny Toothpaste to their patients. Why don't you give it a try?" This ad would be 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

fact-based; value-based

. In most ad agencies, the people who first conceptualize the target markets, strategy, and budget process are the members of the creative team.

false

A regional magazine ad for Target lists the local stores in the area served by the magazine. This part of the ad would be classified as a support statement.

false

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

false

Creative blocking tends to occur when people in the agency start thinking like value-based thinkers.

false

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

false

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

false

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

false

The creative strategy identifies how the ad will be executed.

false

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.

false

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

false

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

false

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

false

When designing the new ad campaign for Glad ForceFlex garbage bags, one of the creatives asked, "What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was most likely used in this example? A. compare B. imagine C. reverse D. connect E. parody

imagine

Which of the following would most likely increase a reader's perception that a product being advertised has a high degree of quality? A. using bright colors B. including a pie chart C. using a clever metaphor D. including interesting artwork E. using a black-and-white photo

including a pie chart

An ad for Google uses colorful explanatory charts, colorful images, and tables to depict mobile usage percentages for websites. These elements inform potential ad purchasers of the numbers of clicks on ads from mobile phones. This ad uses _____ to persuade potential customers to try mobile advertising through Google. A. reinforcement B. value-based thinking C. infographics D. brand perception E. the creative wheel

infographics

If negatively originated motives provide the basis for product purchase, then _____ ads will more than likely resonate with the audience. A. informational B. transactional C. psychological D. transformational E. charismatic

informational

In order to spread awareness about its ride-sharing service, Uber ran a social media ad campaign with a slogan meant to reach out to both riders and drivers: "What's your destination? Get there. The day belongs to you." The ad suggests that people driving cars could have more flexibility in their work schedules, while people ordering rides could have faster rides and more personal, helpful drivers. The ad is _____ because it offers a service that consumers may not have known existed. A. transactional B. psychological C. informational D. transformational E. charismatic

informational

According to Roger von Oech, Explorers should believe that good information is available and that they have the skills to find and use the information. Which term best describes this concept? A. big idea B. visualization C. transformation D. insight outlook E. free association

insight outlook

In a recent video ad for the Squatty Potty, a cartoon unicorn keeps viewers engaged by demonstrating and performing a number of funny gags as a spokesperson explains the product. The unicorn functions to create _____ throughout the ad. A. incentives B. interest C. reversals D. credibility E. connections

interest

In the creative process, the big idea A. joins the product benefit with the consumer desire in a recognizable, familiar way. B. helps the audience to ignore the ad if it does not apply to them. C. is rarely expressed through a combination of art and copy. D. describes the direction the message should take. E. is defined as a bold, creative initiative.

is defined as a bold, creative initiative

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.

mandatories

Which term refers to a simple explanation of the overall creative approach to be used by the ad campaign? A. marketing platform B. action plan C. tactics D. logistics E. message strategy

message strategy

Procter & Gamble and Leo Burnett use three components in their creative strategies. They are A. creative definition, creative execution, and creative implementation. B. informational, transactional, and transformational dimensions. C. verbal, nonverbal, and technical dimensions. D. objective, support, and tone statements. E. copy, illustrations, and layout.

objective, support, and tone statements

An ad for Fila USA showed a praying mantis sprinting away from his murderous mate along a tree branch. Which of the following techniques for manipulating and transforming ideas was most likely used in this example? A. compare B. imagine C. reverse D. connect E. parody

parody

The term "creatives" refers to the A. people who work in the creative department. B. most important elements of the marketing mix. C. roles played by all of the people within an advertising agency. D. stages of integration between the visual and nonvisual elements of an ad. E. final presentation of an advertising and marketing campaign to the client.

people who work in the creative department

Creativity helps advertising _____ by creating new myths and heroes, like the Energizer Bunny, the Jolly Green Giant, and the Geico gecko. A. explore B. judge C. narrate D. adapt E. persuade

persuade

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.

persuade consumers to subscribe to Golf Magazine

An ad for Asian Sensations' newest product line of snack foods encourages readers to "Thai something new." In this example, word play is used to A. persuade consumers to try an Asian Sensations snack B. inform customers that Asian Sensations sells nutritious snacks. C. persuade customers to check the website of Asian Sensations. D. persuade retailers to carry more Asian Sensations snack foods. E. remind customers that Asian Sensations has been reformulated.

persuade consumers to try an Asian Sensations snack

Art direction is the A. integration of the efforts of the copywriter and the artist. B. execution of the step-by-step process outlined in the creative brief. C. whole presentation, including all visual, verbal, and aural elements. D. process of managing the visual presentation of the ad. E. technique for transforming concepts into verbal and nonverbal ad components.

process of managing the visual presentation of the ad

Which of the following is recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation? A. strategic precision B. savvy solving C. polishing the problem D. rehearsing strategy E. structural psychology

strategic precision

According to creativity consultant Roger von Oech, which of the following is not a strategy typically used by a good Artist to manipulate and transform concepts? A. connect B. imagine C. reverse D. summarize E. eliminate

summarize

The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories. A. creative definition B. informational C. transactional D. technical E. transformational

technical

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed. Which of 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

the art director

Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women? A. the layout artist B. the creative director C. the copywriter D. the graphic designer E. the art director

the copywriter

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

the creative director

An ad for the global TED conferences describes the talks as "Ideas worth spreading." This ad is _____ because it has a positively originated motive. A. transactional B. transformational C. charismatic D. informational E. functional

transformational

A bold, creative initiative that builds on the 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 is called the big idea.

true

A creative brief is a synonym for a creative strategy or a copy platform.

true

In print media, colorful charts and tables have been shown to raise readers' perception of quality.

true

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

true

Negatively originated purchase motives provide the foundation for many informational ads.

true

Strategy is at the root of all great creative work.

true

The attention step is important to triggering a print ad's boom factor and may be accomplished with large headlines, dynamic visuals, or vibrant colors.

true

The creative pyramid serves as a model to help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

true

The creative strategy addresses the most important issues to be considered in the development of an ad or campaign.

true

The creative who evaluates the results of experimentation and decides which approach is most practical is called the Judge.

true

The creative who takes on the role of Explorer will most likely study the market, the product, and the competition.

true

Value-based thinkers are typically better able to embrace change than fact-based thinkers.

true

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

true

One way that copywriters create interest in their ads is to A. use the word "you" frequently. B. write lengthy, technical copy. C. use multimedia components. D. write three-word headlines. E. use actual consumers.

use the word "you" frequently