APR 241 EXAM 2 WITH ALL CORRECT & VERIFIED
ANSWERS/ALREADY GRADED A+ (UPDATED TO PASS)
copywriter Correct answer-person who creates the words and concepts for ads and commercials
art director Correct answer-Along with graphic designers and production artists, determines how
the ad's verbal and visual symbols will fit together.
creative director Correct answer-head of a creative team of agency copywriters and artists who is
assigned to a client's business and who is ultimately responsible for the creative product- the form
the final ad takes
creatives Correct answer-the people who work in the creative department, regardless of the
specialty
informational ads Correct answer--Promising benefits that will offer relief from an undesirable
situation or condition.
-Informational ads tend to address negatively originated purchase motives, such as problem removal
or avoidance, in an attempt to provide solutions to those problems.
transformational ads Correct answer--Promising benefits that will reward consumers.
-Transformational ads tend to address positively originated purchase motives, such as sensory
gratification, intellectual stimulation, or social approval, in an attempt to make people feel happier.
creative strategy Correct answer-a written statement that serves as the creative team's guide for
writing and producing an ad
problem the advertising must solve Correct answer-What you want the advertising to do. The
specific challenge that marketing communications must overcome to meet the marketing objectives.
advertising objective Correct answer-a specific communication task to be accomplished with a
specific target audience during a specific period of time
target audience Correct answer-the group of people at whom advertisements are aimed
benefit statement Correct answer-Describes what a product or service does to provide a benefit to
the consumer. Whenever possible, benefit statements should focus on an important, single-minded
process.
support statement Correct answer-provides information about the product or service that will
convince the target audience that the key benefit is true
brand personality Correct answer-a set of human characteristics associated with a brand name
special requirements Correct answer-unique characteristics of the advertiser, brand, target
audience, media, competition, budget, etc. that should be considered during the creative
development process
message strategy Correct answer-A document that helps media planners determine how messages
will be delivered to consumers. It defines the target audience, the communication objectives that
must be achieved, and the characteristics of the media that will be used for delivery of the messages.
, creative process Correct answer-The step-by-step procedure used to discover original ideas and
reorganize existing concepts in new ways.
mandatories Correct answer-The address, phone number, Web address, etc. that the advertiser
usually insists be included within an ad to give the consumer adequate information.
creativity Correct answer-Involves combining two or more previously unconnected objects or ideas
into something new
fact-based thinking Correct answer-a style of thinking that tends to fragment concepts into
components and to analyze situations to discover the one best solution
value-based thinking Correct answer-A style of thinking where decisions are based on intuition,
values, and ethical judgments.
advertising messages Correct answer-what the company plans to say in its advertisements and
how it plans to say it—verbally or nonverbally.
explorer Correct answer-A role in the creative process that searches for new information, paying
attention to unusual patterns
Brainstorming Correct answer-the process of getting a group to think of unlimited ways to vary a
product or solve a problem
artist Correct answer-A role in the creative process that experiments and plays with a variety of
approaches, looking for an original idea.
visualization Correct answer-The creative point in advertising where the search for the "big idea"
takes place. It includes the task of analyzing the problem, assembling any and all pertinent
information, and developing some verbal or visual concepts of how to communicate what needs to
be said
big idea Correct answer-The flash of creative insight—the bold advertising initiative—that captures
the essence of the strategy in an imaginative, involving way and brings the subject to life to make the
reader stop, look, and listen
creative pyramid Correct answer-A five-step model to help the creative team convert advertising
strategy and the big idea into the actual physical ad or commercial.
The five elements are: attention, interest, credibility, desire, and action.
judge Correct answer-a role in the creative process that evaluates the results of experimentation
and decides which approach is more practical
warrior Correct answer-A role in the creative process that overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization
design Correct answer-visual pattern or composition of artistic elements chosen and structured by
the graphic artist
layout Correct answer-an orderly formation of all the parts of an advertisement
ANSWERS/ALREADY GRADED A+ (UPDATED TO PASS)
copywriter Correct answer-person who creates the words and concepts for ads and commercials
art director Correct answer-Along with graphic designers and production artists, determines how
the ad's verbal and visual symbols will fit together.
creative director Correct answer-head of a creative team of agency copywriters and artists who is
assigned to a client's business and who is ultimately responsible for the creative product- the form
the final ad takes
creatives Correct answer-the people who work in the creative department, regardless of the
specialty
informational ads Correct answer--Promising benefits that will offer relief from an undesirable
situation or condition.
-Informational ads tend to address negatively originated purchase motives, such as problem removal
or avoidance, in an attempt to provide solutions to those problems.
transformational ads Correct answer--Promising benefits that will reward consumers.
-Transformational ads tend to address positively originated purchase motives, such as sensory
gratification, intellectual stimulation, or social approval, in an attempt to make people feel happier.
creative strategy Correct answer-a written statement that serves as the creative team's guide for
writing and producing an ad
problem the advertising must solve Correct answer-What you want the advertising to do. The
specific challenge that marketing communications must overcome to meet the marketing objectives.
advertising objective Correct answer-a specific communication task to be accomplished with a
specific target audience during a specific period of time
target audience Correct answer-the group of people at whom advertisements are aimed
benefit statement Correct answer-Describes what a product or service does to provide a benefit to
the consumer. Whenever possible, benefit statements should focus on an important, single-minded
process.
support statement Correct answer-provides information about the product or service that will
convince the target audience that the key benefit is true
brand personality Correct answer-a set of human characteristics associated with a brand name
special requirements Correct answer-unique characteristics of the advertiser, brand, target
audience, media, competition, budget, etc. that should be considered during the creative
development process
message strategy Correct answer-A document that helps media planners determine how messages
will be delivered to consumers. It defines the target audience, the communication objectives that
must be achieved, and the characteristics of the media that will be used for delivery of the messages.
, creative process Correct answer-The step-by-step procedure used to discover original ideas and
reorganize existing concepts in new ways.
mandatories Correct answer-The address, phone number, Web address, etc. that the advertiser
usually insists be included within an ad to give the consumer adequate information.
creativity Correct answer-Involves combining two or more previously unconnected objects or ideas
into something new
fact-based thinking Correct answer-a style of thinking that tends to fragment concepts into
components and to analyze situations to discover the one best solution
value-based thinking Correct answer-A style of thinking where decisions are based on intuition,
values, and ethical judgments.
advertising messages Correct answer-what the company plans to say in its advertisements and
how it plans to say it—verbally or nonverbally.
explorer Correct answer-A role in the creative process that searches for new information, paying
attention to unusual patterns
Brainstorming Correct answer-the process of getting a group to think of unlimited ways to vary a
product or solve a problem
artist Correct answer-A role in the creative process that experiments and plays with a variety of
approaches, looking for an original idea.
visualization Correct answer-The creative point in advertising where the search for the "big idea"
takes place. It includes the task of analyzing the problem, assembling any and all pertinent
information, and developing some verbal or visual concepts of how to communicate what needs to
be said
big idea Correct answer-The flash of creative insight—the bold advertising initiative—that captures
the essence of the strategy in an imaginative, involving way and brings the subject to life to make the
reader stop, look, and listen
creative pyramid Correct answer-A five-step model to help the creative team convert advertising
strategy and the big idea into the actual physical ad or commercial.
The five elements are: attention, interest, credibility, desire, and action.
judge Correct answer-a role in the creative process that evaluates the results of experimentation
and decides which approach is more practical
warrior Correct answer-A role in the creative process that overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization
design Correct answer-visual pattern or composition of artistic elements chosen and structured by
the graphic artist
layout Correct answer-an orderly formation of all the parts of an advertisement
