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| 1 | |
The copywriter typically works with a creative director who is responsible for the nonverbal aspect of the message, the design, which determines the visual look and intuitive feel of the ad. |
| | A) | True |
| | B) | False |
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| 2 | |
The creative brief serves as the creative team's guide for writing and producing the ad. |
| | A) | True |
| | B) | False |
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| 3 | |
A brief description of the evidence that backs up the product promise is called an objective statement. |
| | A) | True |
| | B) | False |
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| 4 | |
In advertising, if copy is the verbal language of an ad, art is the body language. |
| | A) | True |
| | B) | False |
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| 5 | |
The team's _____ develops the verbal message, the copy (words) within the ad spoken by the imaginary persona. |
| | A) | art director |
| | B) | creative director |
| | C) | copywriter |
| | D) | marketing representative |
| | E) | quality analyst |
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| 6 | |
A brief description of the evidence that backs up the product promise and/or the reason for the benefit is the: |
| | A) | tone statement. |
| | B) | support statement. |
| | C) | brand character statement. |
| | D) | objective statement. |
| | E) | subjective statement. |
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| 7 | |
_____statements are short-term emotional descriptions of the advertising strategy. |
| | A) | Tone |
| | B) | Support |
| | C) | Technical |
| | D) | Objective |
| | E) | Subjective |
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| 8 | |
The _____ helps the creative team sell the ad or the campaign concept to the account managers and helps the managers explain and defend the creative work to the client. |
| | A) | rational appeal |
| | B) | conceptualization |
| | C) | art direction |
| | D) | message strategy |
| | E) | creative pyramid |
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| 9 | |
Hard thinking refers to concepts like logic, reason and: |
| | A) | dream. |
| | B) | metaphor. |
| | C) | hunch. |
| | D) | fantasy. |
| | E) | consistency. |
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| 10 | |
Which of the following is NOT a concept that soft thinking refers to? |
| | A) | Humor |
| | B) | Ambiguity |
| | C) | Analysis |
| | D) | Specificity |
| | E) | Work |
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| 11 | |
Which of the following statements is true of "fact-based people"? |
| | A) | They tend to fragment concepts into components and to analyze situations to discover the one best solution. |
| | B) | They make decisions based on intuition, values, and ethical judgments. |
| | C) | They are better able to embrace change, conflict, and paradox. |
| | D) | They attempt to integrate the divergent ideas of a group into an arrangement that lets everyone win. |
| | E) | They are good at using their imagination to produce a flow of new ideas and synthesizing existing concepts to create something new. |
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