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?
A) action
B) awareness
C) conviction
D) comprehension
E) credibility

Accepted Answer

By using Kelly Ripa, the advertiser is seeking to establish credibility for the brand. Kelly Ripa is a well-known and trusted personality, and her usage of Electrolux appliances in the commercial is meant to convince viewers that the brand is reliable and trustworthy.

Question 2

In the creative process,the big idea
A) joins the product benefit with the consumer desire in a recognizable, familiar way.
B) helps the audience to ignore the ad if it does not apply to them.
C) is rarely expressed through a combination of art and copy.
D) describes the direction the message should take.
E) is defined as a bold, creative initiative.

Accepted Answer

The answer of In the creative process,the big idea
A) joins...

Question 3

In the final step of the creative process,the Warrior would perform all of the following activities except
A) carry the concept into action.
B) evaluate the practicality of the big idea.
C) help the account manager present the campaign to the client.
D) turn the agency account team into allies for the client presentation.
E) get the big idea approved, produced, and placed in the media.

Accepted Answer

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

Question 4

The role of the _____ would 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.
A) Artist
B) Evaluator
C) Judge
D) Liaison
E) Warrior

Accepted Answer

The role of the Judge in a creative team is to critically evaluate ideas and determine their feasibility and potential impact, including any negative consequences such as ridicule.

Question 5

According to the creative pyramid,the first step in copywriting and art design is to
A) create interest.
B) attract the prospect's attention.
C) make the prospect aware of the product
D) make the prospect aware of the brand name.
E) create a two-way communications medium.

Accepted Answer

The first step in the creative pyramid is to attract the prospect's attention. This is because if the audience does not pay attention to the advertisement, then the rest of the message is lost. Therefore, it is crucial to capture their attention first.

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?
A) compare
B) imagine
C) reverse
D) connect
E) parody

Accepted Answer

The technique most likely used in this example is to imagine, as the creative is proposing an idea that involves imagining a scenario where the Glad ForceFlex garbage bag catches a charging rhinoceros to demonstrate the bag's strength.

Question 7

An ad for Fila USA showed a praying mantis sprinting away from his murderous mate along a tree branch.Which of the following techniques for manipulating and transforming ideas was most likely used in this example?
A) compare
B) imagine
C) reverse
D) connect
E) parody

Accepted Answer

The ad uses parody by humorously depicting a praying mantis in a human-like situation, sprinting away from danger, which is a twist on the natural behavior of the insect.

Question 8

Which of the following is recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation?
A) strategic precision
B) savvy solving
C) polishing the problem
D) rehearsing strategy
E) structural psychology

Accepted Answer

Bruce Bendinger recommends "strategic precision" to enhance a Warrior's selling power during client presentations, focusing on clear and precise strategies.

Question 9

A magazine ad for United Airlines shows a flight map overlaid on a photo of Manhattan with one of the lines arcing into a smile.The ad reads "NYC friendly.Fly the friendly skies." The phrase "Fly the friendly skies" is meant to stimulate
A) awareness.
B) conviction.
C) action.
D) credibility.
E) comprehension.

Accepted Answer

The phrase "Fly the friendly skies" is a call to action, encouraging readers to book a flight with United Airlines. The overall ad campaign is designed to promote United Airlines as a friendly airline, and the phrase is meant to motivate readers to take action and book a flight.

Question 10

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?
A) connect
B) imagine
C) reverse
D) summarize
E) eliminate

Accepted Answer

According to Roger von Oech, "summarize" is not a strategy typically used by a good artist to manipulate and transform concepts. The other options- "connect," "imagine," "reverse," and "eliminate"- are all commonly used strategies for creative thinking and problem-solving.

Question 11

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.
A) Artist
B) Judge
C) Mediator
D) Warrior
E) Liaison

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 12

A billboard for Target features the Target dog,with his signature eye painted with the Target logo with large text reading "Sit.Stay.Shop." The creative team that designed the ad likely intended the photo and large text to be
A) psychosocial consequences.
B) attention-getting devices.
C) copy platforms.
D) credibility-builders.
E) action-stimulators.

Accepted Answer

The photo of the Target dog with the Target logo and the large text "Sit.Stay.Shop." are designed to capture the viewer's attention, making them effective attention-getting devices. This approach is meant to draw the audience's interest towards the advertisement and the brand.

Question 13

One way that copywriters create interest in their ads is to
A) use the word "you" frequently.
B) write lengthy, technical copy.
C) use multimedia components.
D) write three-word headlines.
E) use actual consumers.

Accepted Answer

Using the word "you" frequently helps personalize the message and engage the reader by making them feel directly addressed and involved.

Question 14

Which of the following is the fundamental building block for the creative pyramid?
A) credibility
B) comprehension
C) interest
D) attention
E) desire

Accepted Answer

Attention is considered the fundamental building block for the creative pyramid because it represents the initial step in engaging an audience, ensuring that the message captures their focus before other elements like interest, desire, comprehension, and credibility can be effectively communicated.

Question 15

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?
A) eliminate
B) adapt
C) reverse
D) connect
E) parody

Accepted Answer

The technique used here is "connect," as it involves creatively linking unrelated elements (beef, broccoli, and gravy) to form a new, imaginative concept (a landscape scene). This demonstrates the ability to see and establish novel relationships between different ideas or objects.

Question 16

Art direction is the
A) integration of the efforts of the copywriter and the artist.
B) execution of the step-by-step process outlined in the creative brief.
C) whole presentation, including all visual, verbal, and aural elements.
D) process of managing the visual presentation of the ad.
E) technique for transforming concepts into verbal and nonverbal ad components.

Accepted Answer

Art direction is the process of managing and directing the visual elements of an advertisement, including layout, typography, color, and imagery. It involves working closely with the copywriter and graphic designer to ensure a cohesive and effective overall presentation.

Question 17

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)
A) psychosocial consequence.
B) copy platform.
C) attention-getting device.
D) credibility-builder.
E) action-stimulator.

Accepted Answer

The headline "Thai something new" is an attention-getting device as it catches readers' attention and encourages them to try something new from Asian Sensations.

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 Absolut vodka.
A) desire
B) action
C) conviction
D) credibility
E) comprehension

Accepted Answer

The creatives were trying to create a desire for Absolut vodka by appealing to the audience's sense of exclusivity and social status. The play on words in the headline implies that if you drink Absolut vodka, you will be seen as someone who has good taste and is worthy of envy from others.

Question 19

In the final step of the creative process,the _____ carries the concept into action.
A) Warrior
B) Implementer
C) Artist
D) Judge
E) Opponent

Accepted Answer

The "Warrior" is the role that takes the creative concept and carries it into action, overcoming obstacles and ensuring the idea is executed.

Question 20

In a recent video ad for the Squatty Potty,a cartoon unicorn keeps viewers engaged by demonstrating and performing a number of funny gags as a spokesperson explains the product.The unicorn functions to create _____ throughout the ad.
A) incentives
B) interest
C) reversals
D) credibility
E) connections

Accepted Answer

The cartoon unicorn keeps viewers engaged through its funny gags, which creates interest in the product being advertised.

Quiz 8: Creating Ads: Strategy and Process

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?

In the creative process,the big idea

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

The role of the _____ would 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.

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

An ad for Fila USA showed a praying mantis sprinting away from his murderous mate along a tree branch.Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

Which of the following is recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation?

A magazine ad for United Airlines shows a flight map overlaid on a photo of Manhattan with one of the lines arcing into a smile.The ad reads "NYC friendly.Fly the friendly skies." The phrase "Fly the friendly skies" is meant to stimulate

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?

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.

A billboard for Target features the Target dog,with his signature eye painted with the Target logo with large text reading "Sit.Stay.Shop." The creative team that designed the ad likely intended the photo and large text to be

One way that copywriters create interest in their ads is to

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

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?

Art direction is the

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)

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 Absolut vodka.

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

In a recent video ad for the Squatty Potty,a cartoon unicorn keeps viewers engaged by demonstrating and performing a number of funny gags as a spokesperson explains the product.The unicorn functions to create _____ throughout the ad.