Creative Strategy Quiz

What is advertising creativity defined as?

• The ability to generate fresh, unique, and appropriate ideas for communication problems

• The ability to generate common and repetitive ideas for communication problems

• The ability to generate outdated and irrelevant ideas for communication problems

• The ability to generate confusing and misleading ideas for communication problems

What are some determinants of creativity in advertising?

• Uniqueness, Adaptability, Complexity, Combination, Aesthetic Value, Significance

• Conformity, Rigidity, Simplicity, Isolation, Blandness, Irrelevance

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

• Imitation, Inflexibility, Simplification, Separation, Mediocrity, Unimportance

What is the main responsibility of those who work on the creative side of advertising?

• Analyzing market trends and consumer behavior

• Creating complex and confusing messages for consumers

• Developing an effective way to communicate the marketer's message to customers

• Managing the financial aspects of advertising campaigns

What is the purpose of a major selling idea in creative strategy development?

• To copy ideas from competitors

• To confuse consumers with multiple messages

• To hide the brand identity from consumers

• To become the central message communicated in all advertising and promotional activities

What are the two broad categories of advertising appeals?

• Informational/Rational Appeals and Emotional Appeals

• Visual Appeals and Auditory Appeals

• Direct Appeals and Indirect Appeals

• Logical Appeals and Illogical Appeals

What does the term 'layout' refer to in advertising?

• The analysis of consumer feedback

• The selection of advertising mediums

• The process of creating slogans and taglines

• The physical arrangement of various parts of the ad like headline, body copy, and illustrations

What is the purpose of subheads in a print ad?

• To provide detailed product specifications

• To break up or section off large amounts of body copy and highlight key sales points

• To display customer testimonials

• To list competitor brands

What is the main role of music in television commercials?

• To provide a pleasant background or help create the appropriate mood

• To distract viewers from the message

• To confuse viewers with irrelevant sounds

• To increase the volume of the commercial

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

• To present the visual plan or layout of the proposed commercial

• To edit the final commercial

• To write the script for the commercial

• To select the actors for the commercial

What is the phase where all the work and activities occur before the actual filming of a commercial?

• Distribution

• Postproduction

• Production

• Preproduction