Advertising Exam 4 (ch 8)
84. An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets, the greenery of heads of broccoli, and the river of gravy. Which of the following techniques for manipulating and transforming ideas was used in this example?
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85. An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives. Which of the following techniques for manipulating and transforming ideas was used in this example?
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89. An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n):
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90. The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion. The creatives who designed this ad intended its headline to be a(n):
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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:
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An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." In this example, the word play is used to:
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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.
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An ad from National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle. In this example, creativity was used to:
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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:
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The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion. The creation of the burning bottle of perfume is an example of:
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What is the last step in developing an advertising strategy?
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Which of the following statements about brainstorming is true?
A brainstorming session is often a source of sudden inspiration.
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.
Artist
Which of the following is the fundamental building block for the creative pyramid?
Attention
Truly great ads have certain characteristics in common. These characteristics are referred to as:
Audience resonance and strategic relevance.
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?
Benefitize
Which of the following colors conveys sophistication and high-end merchandise?
Black
In 2008, Helen's Foods, the maker of pre-baked and frozen meals, introduced a line of vegetarian Comfort Meals. When the art director was asked to create an ad for Comfort Meals, he needed to create a visual picture which illustrated how yummy and nutritious the meals were, as well as attract the attention of readers. What is the term used to describe this step in the creative process?
Brainstorming
In the final step of the creative process, the Warrior would perform all of the following activities EXCEPT:
Evaluate the practicality of the big idea and decide whether to implement, modify, or discard it.
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.
Explorer
After the ad agency had been hired to prepare a new campaign for the Rival Seal-a-Meal, the StayFresh Food Company assigned an agency employee in the role of ____ to find information on how much more effective the Seal-a-Meal method of food storage was to their methods of food storage.
Explorer
The creatives that are in the role of the _____ are most likely to benefit from brainstorming.
Explorers
_____ thinkers tend to be linear thinkers and make decisions based on facts and figures.
Fact-based
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 used in this example?
Imagine
The _____ would evaluate the practicality of the big idea and decide whether to implement, modify, or discard it.
Judge
The creative in the role of the _____ would state that a full-page ad for free checking accounts in "The Wall Street Journal" is a waste of resources for a community bank.
Judge
The term "creatives" refers to the:
People who work in the creative department.
The _____ component of the message strategy would include budgets, scheduling, limitations, and mandatories.
Technical
According to creativity consultant Roger von Oech, which role in the creative process is to overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization?
The Warrior
An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed. Who amongst the following was MOST likely responsible for the tennis ball photo?
The art director.
Who is responsible for writing the words for a billboard ad for a new line of Carhartt Western wear for women?
The copywriter.
Who is ultimately responsible for the final form an ad takes?
The creative director.
According to creativity consultant Roger von Oech, which role in the creative process is to evaluate the results of experimentation and decide which approach is most practical?
The judge
Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule?
The judge
What are the three components of the message strategy?
Verbal, nonverbal, and technical.
98. In the final step of the creative process, the _____ carries the concept into action.
Warrior
When the agency presents the ad concepts to the client, the client is suddenly placed in the role of the:
Warrior
According to the creative pyramid, the first step in copywriting and art design is to:
attract the prospect's attention.
In 2008, Mars Snack Foods' Dove brand launched a line of dark chocolates called Dove Vitalize that support cardiovascular health. At the creation of the ad campaign designed to show the nutritional value of the new Dove Vitalize bars, the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of. There was no criticism of any idea allowed during the session even when the art director suggested showing a Dove Vitalize bar as a substitute for broccoli. The creatives were engaged in:
brainstorming
Another name for a creative strategy is a:
copy platform
The _____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.
creative process
The ______ is the document that serves as the creative team's guide for writing and producing the ad.
creative strategy
A creative strategy should have a _____, advertising objectives, and the problem that advertising must address.
definition of the target audience
In its ads, Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid, this type of problem-solving ad can be used to build an ad's:
desire
Picture an ad for a radio station showing two distinct commuters in their cars listening to drive-time radio. One has a blissfully content smile on her face, while the other looks exceedingly concerned and stressed. The announcer says, "One of these commuters is relaxing to Soft Rock 94. Can you guess which one?" According to the creative pyramid, this type of comparative advertising can be used to build an ad's:
desire
The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were 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 Absolute vodka.
desire
The two general categories of theories of thinking are:
face-based and value-based.
An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage. The ad is _____ because it offers a product that will protect your important business information.
informational
If negatively originated motives provide the basis for product purchase, then ______ types of ads will more than likely resonate with the audience.
informational
In the creative process, the big idea:
is defined as a bold, creative initiative.
What a company wants to say and how it wants to say it determines its ______, which is a sample explanation of the overall approach to be used by the ad campaign.
message strategy
Art direction is the:
process of managing the visual presentation of the ad.
An ad for Breitling watches describes the watches as "prestigious, professional-grade instruments that perform exceedingly well." The Breitling ad is ____ because it has a positively originated motive.
transformational
One way that copywriters create interest in their ads is to:
use the word "you" frequently.
An ad for the UBS Investment Bank begins with the statement, "Success is the sum of the confident decisions you make." Simply from this statement, you can surmise that the ad is more likely to appeal to _____ than to _____ thinkers.
value-based: fact-based