Question 1

According to Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

Accepted Answer

A)   Gatherer's
B)   Hunter's
C)   Artist's
D)   Explorer's
E)   Judge's

Question 2

When the art director for the new 80 Series LCD Flatiron monitor from LG was asked to create an ad that emphasized how thin the monitor was,he visualized a picture showing how little space the monitor took when stacked on a book shelf.What is the term used to describe this step in the creative process?

Accepted Answer

A)   Message strategizing
B)   Monitoring
C)   Conceptualization
D)   Product positioning
E)   Environmental analysis

Question 3

Under which type of thinking style do people tend to concepts into components and to analyze situations to discover the one best solution?

Accepted Answer

Fact-based thinkers tend to fragment con...

Question 4

As a group,the people who work in the creative department are generally referred to as creatives.

Accepted Answer

A) True 
 B)False

Question 5

In the creative process,the Warrior's role:

Accepted Answer

A)   is the easiest role to assume if the role of the Judge is minimized.
B)   is the role that sometimes can be eliminated.
C)   should help the client recognize and appreciate the big idea.
D)   engages in the ad conceptualization step.
E)   gathers information from external primary sources.

Question 6

Describe the four roles of creativity in advertising.

Accepted Answer

The four roles of creativity in advertis...

Question 7

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

Accepted Answer

A)   Warrior
B)   referee
C)   critic
D)   Judge
E)   opponent

Question 8

The creative strategy document is sometimes referred to as the copy platform.

Accepted Answer

A) True 
 B)False

Question 9

In the creative process,the big idea:

Accepted Answer

A)   is defined as a bold, creative initiative.
B)   joins the product benefit with the consumer desire in a recognizable, familiar way.
C)   allows the reader or the audience to stop, look, and listen if they want to.
D)   is almost never expressed through a combination of art and copy.
E)   describes the direction the message should take.

Question 10

_____ can occur when an agency has served an account for a long time and all the fresh ideas have been worked and reworked.

Accepted Answer

A)   Creative overload
B)   Creative fatigue
C)   Overextension
D)   Creative brainstorming
E)   Perceptive interference

Exam 10: Creative Strategy and the Creative Process

The creative strategy document is sometimes referred to as the copy platform.

Correct Answer
verified

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

Correct Answer
verified

According to Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

Correct Answer
verified

In the creative process,the big idea:

Correct Answer
verified

In the creative process,the Warrior's role:

Correct Answer
verified

As a group,the people who work in the creative department are generally referred to as creatives.

Correct Answer
verified

Correct Answer
verified

Describe the four roles of creativity in advertising.

Correct Answer
verified
The four roles of creativity in advertis...
View Answer

_____ can occur when an agency has served an account for a long time and all the fresh ideas have been worked and reworked.

Correct Answer
verified

Under which type of thinking style do people tend to concepts into components and to analyze situations to discover the one best solution?

Correct Answer
verified
Fact-based thinkers tend to fragment con...
View Answer

Exam 10: Creative Strategy and the Creative Process

The creative strategy document is sometimes referred to as the copy platform.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

According to Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

Correct AnswerverifiedShow Answer

In the creative process,the big idea:

Correct AnswerverifiedShow Answer

In the creative process,the Warrior's role:

Correct AnswerverifiedShow Answer

As a group,the people who work in the creative department are generally referred to as creatives.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Describe the four roles of creativity in advertising.

Correct AnswerverifiedThe four roles of creativity in advertis...View AnswerShow Answer

_____ can occur when an agency has served an account for a long time and all the fresh ideas have been worked and reworked.

Correct AnswerverifiedShow Answer

Under which type of thinking style do people tend to concepts into components and to analyze situations to discover the one best solution?

Correct AnswerverifiedFact-based thinkers tend to fragment con...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The four roles of creativity in advertis...
View Answer

Correct Answer
verified

Correct Answer
verified
Fact-based thinkers tend to fragment con...
View Answer