Chapter 8

Another name for a creative strategy is a(n) ______.

copy platform

The ______ process is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new and exciting ways.

creative

It is essential for ads to be credible because _____.

customers require proof that the claims made about the product are true

In order to justify product claims and maintain credibility, advertisers _____.

show independent test results compare their brands with rival products represent their brands through well-known personalities

The information about the problems that advertising has to solve comes from the marketing plan's _____.

situational analysis

A company directs its ad campaigns toward a specific group of people, called its _____.

target audience

The outlined execution approach of a message strategy that also includes mandatories of the ad is the _____ component of the strategy.

technical

Typically, during the _____ stage, creatives begin to work on the message strategy.

Explorer

Zach's idea of focusing on the ingredients of the chocolate bar is best described as an outcome of ________ thinking.

Fact Based

True or false: Insight outlook expects an individual to block the outside world and concentrate on his or her inner strength.

False

True or false: Unlike brand personality, the support statement is a significant component in effective branding.

False

True or false: When creatives study the product, market, and competition, they take the role of the Judge.

False

During the desire step in print ads, a phrase such as _____ is used by copywriters to encourage the prospects.

"Imagine"

A presentation, both visual and verbal, is referred to as _____.

Art

The role of the _____, which can be difficult and lengthy, follows the Explorer.

Artist

The creative team proposed using Michael Bublé in the commercial for Bubly as their names sound similar but also because he resonates well with the target audience. The creative team is attempting to break through physiological screens to make consumers take notice of the ad. Which objective of the advertising pyramid is this likely focused on?

Attention

After gaining clear knowledge about the direction a message should take, a _____ gives it life.

Big Idea

A creative team's guide for writing and producing an ad campaign is a written document known as a

Creative Strategy

Which statement is true of the "boom" in advertising?

It must be creative.

In a creative team, the ___ checks the quality of big ideas before making a final decision regarding their implementation, modification, or disposal.

Judge

Which are techniques suggested by Roger von Oech for manipulating ideas?

Reverse and eliminate Parody Adapt and imagine Connect and compare

Given the client's desire for a big idea, which style of thinking is most appropriate for the creative idea in this instance?

Value Based

The "Rocky Top" campaign that Zach and Anne propose is best described as the outcome of ________ thinking.

Value Based

In a creative team, the ___ gets the big idea approved, produced, and placed in the media.

Warrior

Which are elements of an objective statement?

brand name description of the target customer

One aspect of great advertising occurs as a result of _____

adherence to company strategy

A(n) _____ is a communication task accomplished by a campaign directed toward a target audience.

advertising objective

For brainstorming to be successful, team members must ensure that _____.

all ideas are equally acceptable when first presented all ideas should be noted for review at a later stage

When creative fatigue becomes chronic, the only way to solve the situation is to _____.

appoint a completely new creative team

Value-based thinkers _____.

are better at embracing change

When creatives work on a message strategy, it allows them to _____

define what they are looking for

When creatives work on a message strategy, it allows them to _____.

define what they are looking for

The process of developing an advertising strategy concludes with _____.

delivering the creative strategy to the creative department

In the creative pyramid, the attention step is important to _____.

deploy an ad's boom factor

In the technical component of a message strategy, an ad's specific requirements, such as logos and slogans, are called

mandatories

Ads that use positive reinforcement to offer a reward are referred to as _____.

transformational

To maintain audience interest, creatives should _____.

use a language and tone that matches the target market's attitude

Individuals who make decisions based on morals, intuition, and ethical principles are known as _____-based thinkers.

value

When an ad campaign is emotional and metaphorical, the creative team has likely used the _____ thinking style.

value-based

A copywriter is responsible for the ______ of the message, while the art director is responsible for the ______ of the message.

verbal aspects; nonverbal aspects

The term ______ refers to the process of managing the visual presentation of an ad.

art direction

The purpose of a benefit statement is to _____

assure consumers of the brand's benefits

The last step in the creative pyramid is to _____.

promote action among customers

A support statement is a summary that _____.

proves that a product delivers its promise

A creative incubates a concept by _____.

withdrawing from it for a while

While brand _______ describes the brand in terms of human characteristics, a ______ provides information to convince the audience that the product's key benefit is true.

personality; support statement

Fact-based thinkers _____.

prefer to have hard data

Stop 'n' shop, an electronics retail company, focuses mainly on young men between the ages of 16 and 22. These shoppers are the _____ of Stop 'n' Shop.

primary target audience

Clients with a fact-based thinking style usually prefer an ad agency whose work has _____.

rational appeal

Layla is a project manager in an advertising company. She decides to hold a brainstorming session for a new ad campaign. As a rule in brainstorming, during the session Layla should _____.

record all ideas that are brought up

Contrary to popular belief, creativity is a(n) _____.

regulated process leading to the generation of original ideas

In the creative process, incubating a concept _____

rests the mind and enables better ideas to sink in

The two major tasks of the Artist during the creative process is to _____.

search for the big idea and then implement it

In advertising, following the creative process helps creatives _____.

select winning ideas explore possibilities improve their ability to combine different concepts

According to the action step in the creative pyramid, advertisers can motivate people to act by _____.

sending a coupon

Select those elements that are part of a creative strategy

the advertising objective the brand's personality a definition of the target audience

In the creative process, the Judge should focus first on _____.

the positive features of the new idea

Identify the dimension beyond just resonating with the audience that makes ads successful.

their relevance to company strategy

Creative blocking occurs when creatives begin to _____.

think like a client who prefers fact-based thinking

When searching for the big idea, the process of creating a mental picture of the campaign before writing any copy is called

visualization

An objective statement is a precise and brief description of _____.

what the advertisement is supposed to accomplish

In order to be persuasive, the verbal message in an ad must be strengthened by the creative use of

nonverbal messages

The development of something new resulting due to the combination of two or more previously unrelated objects or ideas is called

creativity

What tool do advertisers use to turn boring reminders into interesting, entertaining advertisements?

creativity

Individuals who divide concepts into components and assess situations to conclude a singular, most applicable solution prefer the _____-based style of thinking.

fact

When an advertisement is practical, the creative team has likely used the _____ thinking style.

fact-based

Addressing consumers' needs and problems, as well as finding solutions, is a method of _____.

generating interest in prospects

Print ads use _____ to get the attention of consumers.

a headline

Rockslides, in real life, are terrifying events. In the proposed commercial, the teens caught in the rockslide are happy because they are surrounded by delicious chocolate, caramel, and almonds. A humorous twist like this can help to put a ________ in the advertising, according to your text.

Boom Factor

Tom and Rose are employees of Adworks Inc. While Tom develops the visuals for the advertising campaigns the company produces, Rose is responsible for the actual message contained in the ads. In Adworks Inc., Tom is a(n) _____, while Rose is a(n) _____.

art director, copywriter

In the creative process, the role of the ____ is to search for new information, paying attention to any unusual patterns.

Explorer

The creative director and copywriter are now assessing the creative brief that was prepared for them, assessing the competition, and studying up on the target market to ensure they create a message that will resonate. According to Roger Von Oech, which role is the creative team currently taking on?

Explorer

True or false: A campaign is considered to have a boom factor only if it is funny.

False

Select the components of a message strategy in an ad campaign

Main idea Rationale of ideas Details on idea execution

Match the fundamental purchase and usage motive (in the left column) with the reason why they resonate with the audience

Negatively originated motives - Motivates consumers by offering a satisfactory solution to an existing problem Positively originated motives - Choice, Motivates consumers by promising additional benefits Motivates consumers by promising additional benefits

In the creative process, the creative team _____.

begins the search for the big idea and develops a message strategy

In advertising, a(n) _____ statement describes the evidence that backs up what is promised to consumers.

Support

After getting to a very clear understanding of the client, their needs, and the target market, the creative team sits down to begin trying to develop the "big idea" for the campaign. Which role are the members of the team taking on now?

The Artist

Imagine that Bubly tested their ads with target audience members and have determined their creative approach. They present their ideas to the client and attempt to alleviate any doubts about the creative concept to use Michael Bublé. Which role is the creative team taking on now?

The Warrior

The _____ is at the core of a company's creative strategy.

benefit statement

In the creative process, a big idea is a _____.

bold and creative initiative

Before working on a campaign, Futurelooks Inc. asks its account managers to prepare a concise summary of the objectives and strategies that all members of the ad agency and the clients have agreed upon. The aim of this document is to guide the creatives toward developing appropriate ads. This scenario best exemplifies a _____.

creative strategy

The most important issues to consider in an ad campaign, such as the basic problem the ad must address and the key benefits that must be communicated are delineated in the ______.

creative strategy

In the desire step of the creative pyramid, copywriters encourage consumers to _____.

imagine a favorable experience using the product or service

During the creative process, the Warrior _____.

implements the ad

In print media, infographics _____.

improve the readers' perception of quality

Brainstorming is a process _____.

in which new ideas are generated through a discussion between two or more people

The primary mission of creative ads is to _____.

increase customers' interest in the same product again

A positive belief that one has the skills to find and use good information that is available from diverse sources is known as _____.

insight outlook

During brainstorming, free association refers to _____.

inspiration of new ideas from other ideas

When solving a problem, advertising must _____.

make consumers aware of the advantages of using the advertised brand

A company's _____ details the advertising objectives of a brand.

marketing plan

An ad campaign's overall creative approach is given in a simple description and explanation known as the

message strategy

A creative team with value-based thinking style typically makes ads that are _____.

metaphorical