Who is ultimately responsible for the final form the ad takes?

20. Who is responsible for writing the words in an ad for new campaign for Toshiba office equipment?

21. 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?

22. Who is ultimately responsible for the final form the ad takes?

23. The term "creatives" refers to:

the people who work in the creative department

24. Truly great ads do have certain characteristics in common. The text refers to these as:

audience resonance and strategic relevance

25. If negatively originated motives provide the basis for product purchase, then _____ types of ads will more than likely resonate with the audience.

26. 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.

27. 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.

28. The _____ is the document that serves as the creative team's guide for writing and producing the ad.

29. Another name for a creative strategy is:

30. A creative strategy should have a(n) _____, advertising objectives, and the problem the advertising is designed to solve.

31. A creative strategy should contain:

32. What is the last step in developing an advertising strategy?

the delivery of the creative strategy to the creative department

33. 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.

34. What are the three components of the message strategy?

verbal, nonverbal, and technical

35. The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories

36. 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:

37. 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.

38. 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:

39. 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:

inform customers of the benefits you get from using peanut butter

40. 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:

persuade consumers to try the new snack food

41. Which of the following colors is seen as the symbol of health and freshness?

42. Which of the following colors conveys sophistication and high-end merchandise?

43. The two general categories of theories of thinking are:

fact-based and value-based

44. The _____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

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

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.

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.

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.

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.

50. Which of the following statements about brainstorming is true?

All of the above statements about brainstorming are true.

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:

52. The creatives that are in the role of the _____ are most likely to benefit from brainstorming.

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?

54. In the creative process, the big idea:

is defined as a bold, creative initiative

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?

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?

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?

58. Which of the following is a common cause for blocked creativity?

59. Art direction is the:

process of managing the visual presentation of the ad

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

attract the prospect's attention

61. What is the fundamental building block for the creative pyramid?

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):

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):

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

use the word "you" frequently

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:

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:

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.

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

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?

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.

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

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

73. When the agency presents the ad concepts to the client, the client is suddenly placed in the role of the