ADPR EXAM 3 - chapter 9 with complete
solutions already passed
creativity - correct answer ✔✔generation of fresh ideas and solutions to current problems
creatives - correct answer ✔✔people who design ads
all agencies have _______________ and _____________ _________________ who are responsible for
developing the creative concept - correct answer ✔✔copywriters and art directors
account planner - correct answer ✔✔put the strategy together in the form of a creative brief
creative director - correct answer ✔✔manages the creative process and plays an important role in
focusing the strategy of ads and make sure the creative concept is on target
What skills do creative directors need to possess? - correct answer ✔✔how to engage consumers
beyond adding a call to action in a commercial.
the role of a ____________ _______________ is evolving rapidly as team leaders need to be familiar
with user experiences (UX) design - correct answer ✔✔creative director
user experience (UX) design - correct answer ✔✔the interactive conversation about the brand, such as
how to engage viewers of ads with social media, integrating the marketing and creative direction.
the creative team consists of... - correct answer ✔✔writer, art director, creative director
effective advertising is a product of both..... - correct answer ✔✔science (persuasion and logic) and art
(creativity)
, creative strategy - correct answer ✔✔the process that turns a concept into an advertisement
when advertising gives consumers permission to believe in product, it establishes the ___________ for
conviction - correct answer ✔✔platform
an idea is .... - correct answer ✔✔a thought or concept in the mind. formed by combining pieces of
thoughts into something that conveys a nugget of meaning
concepting - correct answer ✔✔creating a new big idea
REI's idea - correct answer ✔✔shut down stores on Black Friday. "take a hike"
cliches - correct answer ✔✔most obvious examples of generic, nonoriginal, non novel idea.
Groth's list for killer ads: - correct answer ✔✔1. safe ad is a bad ad
2. make mistakes
3. what's your brand's "hook"?
4. leave something out
5. its all about problem solving
6. think "viewers" not "readers"
7.everthing communicates
8. you're really different
9.good enough isn't good enough
10.the media is the message
11. your prospect doesn't want your product, service, or brand
12. ignorance is not bliss
big ideas are risky because they are ..... - correct answer ✔✔new, unexpected, and untested
solutions already passed
creativity - correct answer ✔✔generation of fresh ideas and solutions to current problems
creatives - correct answer ✔✔people who design ads
all agencies have _______________ and _____________ _________________ who are responsible for
developing the creative concept - correct answer ✔✔copywriters and art directors
account planner - correct answer ✔✔put the strategy together in the form of a creative brief
creative director - correct answer ✔✔manages the creative process and plays an important role in
focusing the strategy of ads and make sure the creative concept is on target
What skills do creative directors need to possess? - correct answer ✔✔how to engage consumers
beyond adding a call to action in a commercial.
the role of a ____________ _______________ is evolving rapidly as team leaders need to be familiar
with user experiences (UX) design - correct answer ✔✔creative director
user experience (UX) design - correct answer ✔✔the interactive conversation about the brand, such as
how to engage viewers of ads with social media, integrating the marketing and creative direction.
the creative team consists of... - correct answer ✔✔writer, art director, creative director
effective advertising is a product of both..... - correct answer ✔✔science (persuasion and logic) and art
(creativity)
, creative strategy - correct answer ✔✔the process that turns a concept into an advertisement
when advertising gives consumers permission to believe in product, it establishes the ___________ for
conviction - correct answer ✔✔platform
an idea is .... - correct answer ✔✔a thought or concept in the mind. formed by combining pieces of
thoughts into something that conveys a nugget of meaning
concepting - correct answer ✔✔creating a new big idea
REI's idea - correct answer ✔✔shut down stores on Black Friday. "take a hike"
cliches - correct answer ✔✔most obvious examples of generic, nonoriginal, non novel idea.
Groth's list for killer ads: - correct answer ✔✔1. safe ad is a bad ad
2. make mistakes
3. what's your brand's "hook"?
4. leave something out
5. its all about problem solving
6. think "viewers" not "readers"
7.everthing communicates
8. you're really different
9.good enough isn't good enough
10.the media is the message
11. your prospect doesn't want your product, service, or brand
12. ignorance is not bliss
big ideas are risky because they are ..... - correct answer ✔✔new, unexpected, and untested
