Creative Strategy Quiz

What is advertising creativity defined as?

• A quality possessed by persons that enables them to generate old approaches in situations

• A quality possessed by persons that enables them to generate boring approaches in situations

• A quality possessed by persons that enables them to generate common approaches in situations

• A quality possessed by persons that enables them to generate novel approaches in situations

What is the role of creative strategy in advertising?

• Not important

• Moderately important

• Critical to the success or failure of the campaign

• Slightly important

What are some determinants of creativity in advertising?

• Only Relevance and Artistic Value

• Only Flexibility and Elaboration

• Only Divergence and Originality

• Divergence, Originality, Flexibility, Elaboration, Synthesis, Artistic Value, Relevance

What is the major selling idea in creative strategy development?

• Direct Headlines

• Inherent Drama

• Unique Selling Proposition

• Subheads

What are the two categories of advertising appeals?

• Audio and Music

• Informational/Rational Appeals and Emotional Appeals

• Visual Elements and Body Copy

• Direct Headlines and Subheads

What is the purpose of a headline in a print ad?

• To showcase visual elements

• To provide detailed information

• To draw the most attention

• To present the audio portion

What is the main focus of the visual elements in a television commercial?

• The subheads

• The product, the presenter, action sequences

• The music and sound effects

• The body copy content

What is the purpose of a storyboard in the production of a television commercial?

• To present the visual plan or layout of the commercial

• To provide detailed information about the product

• To showcase the audio portion

• To draw the most attention

What is the purpose of a voice-over in a television commercial?

• To draw the most attention

• To showcase the visual elements

• To narrate the message or action on the screen

• To provide detailed information about the product

What is the main goal of using humor as an advertising appeal?

• To provide detailed information about the product

• To draw the most attention

• To make the advertisement more engaging and memorable

• To showcase the visual elements