CH 10
in which a message strategy is developed and the search for the big idea is begun by the creative team
A campaign creative process is a process ______.
creative pyramid
A model that can aid the creative team in converting the advertising strategy and the big idea into the actual physical ad or commercial is the ____.
4 or below
According to the rating scale developed by Michael Conrad to create world-class campaigns, what is the score which disqualifies campaigns?
It can be used by subtracting the obvious aspects.
According to von Oech, how can elimination be used to manipulate ideas?
highlighting the positive aspects of the idea
According to von Oech, what should an individual in the role of the Judge focus on first?
informational
Advertisements with negatively originated motives achieve relevance by being ______.
hard
Concepts like reason and consistency constitute ______ thinking.
secondary target audience
Crafts Inc., a leading retailer of office supplies, focuses mainly on getting bulk orders from companies that operate near its store. Its clientele also includes students who do not spend much for such products, but may influence other students to purchase supplies from Crafts Inc. The students are ______.
reminder
Creative campaigns for products such as soft drinks, snacks, and shoes are geared to make the consumer partake of the product again. These are called ______ messages.
explorer
Creatives examine the information they have and review the creative brief when they take on the role of the ______.
boom factor
Creativity in an ad campaign is important because it helps to inform, persuade, and remind, but what else is necessary?
By walking away from it and letting the unconscious mind mull it over.
How does a creative incubate a concept?
durability
Which of the following is a rational IMC appeal?
intuitive
According to Max Weber, qualitative thinking is ______.
big idea
After gaining clear knowledge about the direction the message should take, a ______ gives it life.
interest
An ad campaign for a leading clothing store features a lady in sophisticated clothes with her face covered. The ad states, "Watch this space to see the pretty face." The ad is in the ______ level of the creative pyramid.
value-based
An ad campaign is emotional and metaphorical. What thinking style does the creative team most likely possess?
resonates
An ad must have strategic relevance or it will fail—even if it ______ with the audience.
fact-based
An advertisement is simple with lots of data. What thinking style does the creative team most likely possess?
Explorer
During the ______ stage, creatives usually start working on the message strategy.
judge
Evaluating the value of the creatives' big ideas and deciding whether to implement, modify, or discard them is the role of the
- action - desire - conviction - comprehension - awareness
Five steps in the advertising pyramid
It helps the audience learn more about the product by relating it to a more familiar concept.
How does a metaphor prove helpful in the context of an integrated marketing communications (IMC) strategy?
It helps them explain and defend the creative work to the client.
How does the message strategy help the account managers?
nonverbal messages
If a verbal message is to be persuasive, it must be reinforced through the creative use of ______.
select the best option
In a creative process, fact-based style is used to ______.
- reputation - originality - bold concepts
In addition to its creative style, what are some criteria for choosing an advertising agency?
Warrior
In the creative process, the concept is put into action by the ______.
mandatories
In the technical component of the message strategy, specific requirements such as addresses, logos, and slogans, are called____.
brand
In writing a creative brief, the objective statement includes the specific description of the target consumer as well as the name of the ______.
She did not record all the ideas for later review.
Laila, an HR manager of a leading advertising company, wanted ideas for a new campaign she was working on. She invited a few of the top players in the organization for a brainstorming session. To save time, Laila recorded only the ideas that she thought were viable at the moment. What mistake did Laila make?
brand character
Long-term descriptions of the lasting values of a brand that give the product brand equity, are called ______ statements.
He can make an unusual layout with dynamic visuals.
Matt, an art director in a leading ad agency, gets a complaint from his boss that the latest advertisement he worked on is not gaining enough attention from the audience. As an art director, what is a factor he can alter to improve the situation?
objective, rational, fact-based manner
Max Weber proposed people think in two ways: a qualitative intuitive, value-based manner and a ______.
credibility
Natura, a cosmetics brand, has just introduced a new soap in the market. It initially showcased the product in an ad with catchy tag lines and images. Going further, Natura released the results of a comparative study conducted on users of its soap and the market leader soap to show that Natura has better results. At which level in the creative pyramid does this ad place Natura soap?
audience impact
One of the characteristics of a great ad is called ______.
facted-based
People who break down concepts and analyze situations to discover the single best solution have a ______ thinking style.
value-based
People who use intuition, values, and ethical judgments to make decisions are ______ thinkers.
Support is shown through the comparison charts.
Phonetica, a new mobile phone brand, promises the use of advanced technology in its latest phones. Phonetica's ads include its brand name in bold, visuals of its products, and comparison charts to show the advanced technology used. How is support shown in Phonetica ads?
being transformational
Positively originated advertisements achieve relevance by ______.
tone
Short-term emotional descriptions of the strategy that will be used for advertising are called ______ statements.
visual metaphor
The ad campaign of a mineral water brand shows the image of a clear spring with clean water. What is the technique used here to inform the audience about the product quality?
strategic relevance
The advertisement for a clothing store featured a cute speaking puppy. Although the ad increased the sales for that particular breed of dog, it did not impact the sales in the store. The ad lacked ______.
brief
The creative team's guide for writing and producing a campaign is called the creative____.
social
The emotional appeal of an advertisement focuses on the ______ need of the consumer.
secondary target
The group of consumers who do not necessarily make the most purchases but who act as key influentials is called the ______ audience.
rejected
The message strategy for an advertisement must conform to the strategy outlined in the creative brief or it will probably be ______ by the client.
insight outlook
The positive belief that quality information is available and that one has the ability to find and use it is referred to as ______.
free association
The process of allowing each new idea an opportunity to stimulate another is referred to as ______ by the psychologists.
creativity
The process of creating something new by combining two or more previously unconnected objects or ideas is referred to as ______.
art direction
The process of managing the visual presentation of a message is referred to as
negative externalities
The social costs incurred by the consumers outside the target market of a product is an example of ______.
creative process
The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways is termed as the______.
creatives
Together, the art director, the copywriter, and the creative director are referred to as _____.
art director
Tom, an employee of Adworks Inc., develops the visuals for the advertising campaigns the company produces. Which of the following is most likely his role in the organization?
false
True or false: A campaign is considered to have a boom factor only if it is funny.
false
True or false: A creative who takes the role of the Explorer cannot shift to the role of the Artist.
false
True or false: Creatives take on the role of the Judge when they study the market, the product, and the competition.
false
True or false: Insight outlook expects people to block out the outside world and concentrate on their inner strength.
true
True or false: Our thinking is stretched by humor.
false
True or false: The creative process does not follow a disciplined approach.
target, product, media, and message
What are the four elements of the IMC strategy?
- strategic relevance - audience impact
What are the two characteristics of a great ad?
creativity
What can transform boring reminders into interesting, entertaining messages?
creative brief
What do the account executive prepare for the creative department once the strategy-development task is complete?
to look in outside industries for ideas
What does von Oech mean when he says that Explorers should leave their own turf?
fantasy
What is a soft-thinking process?
It helps people improve their ability to discover new ideas.
What is the advantage of following the creative process?
It helps rest the brain and enables better ideas to develop.
What is the benefit of incubating a concept?
develop campaign that score 8 or above
What is the objective of Michael Conrad's rating scale?
to motivate people to do something
What is the purpose of the last stage of the creative pyramid?
to add creative and emotional elements to it
What is the role of a value-based thinking in a fact-based campaign?
creativity
What lives within all humans and enables survival?
resonate
What must an advertisement do in order to impact its audience?
resonate
When an advertisement catches an audience's attention and imagination, it is said to ______.
rational
When an advertisement is designed to appeal to the consumer's practical, functional need for the product or service, it is said to have a(n) ______ appeal.
He means that the brainstormers should pay attention to a variety of information.
When discussing techniques for better brainstorming, what does von Oech mean by "shift your focus"?
when the audience is distracted from the main message
When might a sexually provocative advertisement become counterproductive for the advertiser?
- The revelation of an unexpected double-meaning - A witty response to a dialog - A stunning nature photograph
Which of the following are examples of elements that can result in a good "boom" factor in an ad campaign?
It is a short description of the evidence that supports the product promise.
Which of the following best defines a support statement as used in creative briefs?
It is a specific, concise description of the campaign's mission.
Which of the following best defines an objective statement?
It is a process through which people assemble to generate new ideas.
Which of the following best defines brainstorming?
They are colorful charts used to explain data and raise the perception of quality for some readers.
Which of the following best defines information graphics?
nonverbal
Which of the following components of the message strategy summarizes the campaign's graphics and explains how the graphics relate to the media in which the message will appear?
guidelines for what should be said
Which of the following constitutes the verbal component of the message strategy?
creating a message strategy
Which of the following does the creative department focus on right after finishing the process of developing an integrated marketing communications (IMC) strategy?
an ad's position in a cluster of commercials
Which of the following is a factor that affects the attention of an individual and is beyond the creatives' control?
They are better at embracing change than fact-based thinkers.
Which of the following is a true statement about value-based thinkers?
They are linear thinkers.
Which of the following is a true statement regarding fact-based thinkers?
sending a coupon to incite a customer to visit the store
Which of the following is an activity done by the advertiser that is unique to the action stage of the creative pyramid?
simplicity
Which of the following is an emotional IMC appeal?
copy platform
Which of the following is another term for creative brief?
reviewing the pertinent information gathered by the Explorer
Which of the following is the first task the Artist performs when helping to develop the big idea?
the Artist
Which of the following reviews data that has been gathered, analyzes the problem, and searches for a key verbal or visual concept?
All ideas should be considered above criticism.
Which of the following rules needs to be followed for successful brainstorming?
message strategy
Which of the following terms refers to a simple overview of a campaign's overall creative approach that contains three components: what the campaign says, how it says it, and why?
art
Which of the following terms refers to the whole presentation—visual, verbal, and aural?
the warrior
Which person is responsible for getting the big idea approved, produced, and placed in the media?
visualization
While developing the big idea, the process of creating a mental picture of the message is called ______.
Roger von Oech
Who is the creator of the four-step creative model consisting of four imaginary roles?
It helps define what they are looking for.
Why is a creative brief important for creatives?
a flash of insight that gives a message life
what is the big idea?