Question 1

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?

Accepted Answer

By using a well-known and trusted celebrity like Kelly Ripa, the advertiser is seeking to establish credibility for their product. Consumers are more likely to trust and believe in the effectiveness of the Electrolux appliances if a trusted celebrity spokesperson is endorsing them.

Question 2

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?

Accepted Answer

While connecting, imagining, reversing, and eliminating are all commonly used strategies by artists to manipulate and transform concepts, summarizing is not typically listed as a strategy in this context.

Question 3

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 most likely used in this example?

Accepted Answer

The answer of An ad for Snapple featured a retreat...

Question 4

The print ad for 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 most likely intended the photo to be a(n):

Accepted Answer

The description of the ad suggests that the photograph was intended to be an attention-getting device, as it depicts flames to capture viewers' attention and communicate the perfume's ability to ignite passion.

Question 5

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.

Accepted Answer

The Judge role involves making critical assessments and decisions, which in this context means evaluating the effectiveness and appropriateness of advertising strategies. A Judge would likely see a full-page ad in The Wall Street Journal as an inefficient use of resources for a community bank, given the national or international focus of the publication compared to the local focus of the bank.

Question 6

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?

Accepted Answer

The creative used the technique of Imagine to come up with the idea of showing a rhinoceros caught in the strong material of the garbage bags.

Question 7

Whose role would it 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?

Accepted Answer

The Judge's role is to critically evaluate ideas and determine their feasibility and potential impact, including identifying any risks or negative perceptions associated with the idea.

Question 8

In the final step of the creative process, the Warrior would perform all of the following activities EXCEPT:

Accepted Answer

The Warrior's role is to implement and execute the creative idea, not to evaluate its practicality, which is typically done in earlier stages of the creative process.

Question 9

All of the following are recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation EXCEPT:

Accepted Answer

According to Bruce Bendinger, discussing the strategy first and then focusing on the client's needs and solving their problems should be the approach during a client presentation. Therefore, discussing the strategy last is not recommended, making option C the correct answer.

Question 10

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?

Accepted Answer

The technique used is "Connect," as it involves combining unrelated elements (filets, broccoli, and gravy) to create a new, imaginative scene (a canyon).

Question 11

The _____ would evaluate the practicality of the big idea and decide whether to implement, modify, or discard it.

Accepted Answer

The answer of The _____ would evaluate the practicality of...

Question 12

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):

Accepted Answer

The headline "Thai something new" is meant to grab the reader's attention and encourage them to try something new from Asian Sensations' product line. Therefore, it is an attention-getting device.

Question 13

In the creative process, the big idea:

Accepted Answer

The answer of In the creative process, the big idea:
...

Question 14

According to the creative pyramid, the first step in copywriting and art design is to:

Accepted Answer

The first step in the creative pyramid is to attract the prospect's attention. This means grabbing their attention with something eye-catching or attention-grabbing, such as a bold headline, striking visual, or provocative statement. Once you have their attention, you can then move on to the other steps in the creative process, such as generating interest, creating desire, and ultimately motivating them to take action.

Question 15

Which of the following is the fundamental building block for the creative pyramid?

Accepted Answer

Attention is the first step in the creative pyramid, as without grabbing the target audience's attention, it is difficult to move them through the subsequent stages.

Question 16

One way that copywriters create interest in their ads is to:

Accepted Answer

The answer of One way that copywriters create interest in...

Question 17

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 will most likely build an ad's:

Accepted Answer

This type of ad aims to capture the audience's attention by presenting an intriguing solution to a common problem, thus building interest.

Question 18

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 Absolute vodka.

Accepted Answer

The creatives were most likely trying to create desire for the alcohol by implying that others will be envious of those who drink Absolut vodka.

Question 19

In the final step of the creative process, the _____ carries the concept into action.

Accepted Answer

The "Warrior" is the role that takes the creative concept and puts it into action, overcoming obstacles and implementing the idea.

Question 20

Art direction is the:

Accepted Answer

Art direction involves managing the visual presentation of the ad, including the layout, design, and overall look and feel. While it may involve working with a copywriter or artist, it primarily focuses on the visual aspects. Therefore, option D is the correct choice.

Quiz 8: Creating Ads: Strategy and Process