1
Q
- Who is responsible for writing the words in an ad for new campaign for Toshiba office equipment?
A
the copywriter
2
Q
- An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after is has stolen a women’s pocketbook. The woman is screaming, and the copier is rolling away with the purse. Who was responsible for creating this illustration?
A
the art director
3
Q
- Who is ultimately responsible for the final form the ad takes?
A
the creative director
4
Q
- The term “creatives” refers to:
A
the people who work in the creative department
5
Q
- Truly great ads do have certain characteristics in common. The text refers to these as:
A
audience resonance and strategic relevance
6
Q
- If negatively originated motives provide the basis for product purchase, then _____ types of ads will more than likely resonate with the audience.
A
informational
7
Q
- 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.
A
informational
8
Q
- The Sage software ad begins, “Drink in all the benefits of CRM without the big upfront investment.” The Sage ad is _____ because it has a positively originated motive.
A
transformational
9
Q
- The _____ is the document that serves as the creative team’s guide for writing and producing the ad.
A
creative strategy
10
Q
- Another name for a creative strategy is:
A
a copy platform
11
Q
- A creative strategy should have a(n) _____, advertising objectives, and the problem the advertising is designed to solve.
A
benefit statement
12
Q
- A creative strategy should contain:
A
none of the above
13
Q
- What is the last step in developing an advertising strategy?
A
the delivery of the creative strategy to the creative department
14
Q
- What a company wants to say and how it wants to say it determines its _____. It is a simple explanation of the overall approach to be used by the ad campaign.
A
e.
message strategy
15
Q
- What are the three components of the message strategy?
A
verbal, nonverbal, and technical
16
Q
- The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories
A
technical
17
Q
- 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:
A
mandatories
18
Q
- An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after is 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
creativity
19
Q
- 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 burning bottle of perfume is an example of:
A
creativity
20
Q
- 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:
A
inform customers of the benefits you get from using peanut butter
21
Q
- 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:
A
persuade consumers to try the new snack food
22
Q
- Which of the following colors is seen as the symbol of health and freshness?
A
green
23
Q
- Which of the following colors conveys sophistication and high-end merchandise?
A
black
24
Q
- The two general categories of theories of thinking are:
A
fact-based and value-based
25
44. The _____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.
creative process
26
45. According to Roger von Oech, the _____ role in the creative process is to search for new information and pay attention to unusual patterns.
Explorer
27
46. According to 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
28
47. According to Roger von Oech, the _____ role in the creative process is to evaluate the results of experimentation and decide which approach is most practical.
Judge
29
48. According to Roger von Oech, the _____ role in the creative process is to overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.
Warrior
30
49. After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal, an agency employee in the role of _____ was assigned to find information on how much more effective the Seal-a-Meal method of food storage was to other methods of food storage.
Explorer
31
50. Which of the following statements about brainstorming is true?
All of the above statements about brainstorming are true.
32
51. At the creation of the ad campaign designed to show the strength of the new Glad Forceflex garbage ads. 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 Glad garbage bag as an unbreakable piñata. The creatives were engaged in:
brainstorming
33
52. The creatives that are in the role of the _____ are most likely to benefit from brainstorming.
Explorers
34
53. When the art director was asked to create a new ad for Glad Forceflex garbage bags, he needed to create a visual picture which illustrated the strength of the new bags as well as attracting the attention of readers. What is the term used to describe this step in the creative process?
visualization
35
54. In the creative process, the big idea:
is defined as a bold, creative initiative
36
55. According to Roger von Oech, which of the following is NOT a strategy typically used by a good Artist to manipulate and transform concepts?
benefitize
37
56. 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
38
57. 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?
parody
39
58. Which of the following is a common cause for blocked creativity?
all of the above
40
59. Art direction is the:
process of managing the visual presentation of the ad
41
60. According to the creative pyramid, the first step in copywriting and art design is to:
attract the prospect's attention
42
61. What is the fundamental building block for the creative pyramid?
attention
43
62. 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):
attention-getting device
44
63. 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):
attention-getting device
45
64. One way that copywriters create interest in their ads is to:
use the word "you" frequently
46
65. In its ads, Imitrex, a prescription medication for migraines, shows how someone who suffers from migraine headaches can get back control of their lives by taking Imitrex. According to the creative pyramid, this type of problem-solving ad can be used to build an ad's:
interest
47
66. Picture an ad for a radio station showing two disparate commuters in their cars listening to drive-time radio. One has a blissfully content smile on her face, while the other looks exaggeratedly concerned and stressed. The announcer, "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:
credibility
48
67. 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
49
68. The _____ would evaluate the practicality of the big idea and decide whether to implement, modify, or discard it.
Judge
50
69. 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
51
70. 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
52
71. In the final step of the creative process, the _____ carries the concept into action.
Warrior
53
72. 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
54
73. When the agency presents the ad concepts to the client, the client is suddenly placed in the role of the
Judge
Marketing 353 Final
flashcards
Decks in class (15)
# Cards
