AD Ch. 10 Creative Development

The creative team in an advertising agency determines ________ information determined by the account planner will be delivered.

How

James Webb Young discovered a five-step process of how people produce new ideas. Which of the following is presented in the chapter as part of that process' Incubation step?

The facts will rattle around in your subconscious all by themselves, creating many ways to solve the problem.

What is the first step of the five-step process discovered by James Webb Young of how people produce new ideas?

Immersion

What is the second step of the five-step process discovered by James Webb Young of how people produce new ideas?

Digestion

What is the last step of the five-step process discovered by James Webb Young of how people produce new ideas?

Reality testing

As one of the "rules" for copywriters states, "________ are your most important tool."

Headlines

Sales promotions are ________.

Short-term incentives to purchase a product, including coupons, rebates, and sampling

This type of commercial typically shows before-and-after comparisons, side-by-side comparisons, products in use, or new uses for existing products.

Demonstration

According to the chapter, "writing great ________ advertising is one of the most difficult tasks copywriters ever tackle."

Radio

According to the chapter, "if you have ordered goods or services by phone, from infomercials, or by mail (catalogs), you have probably made those orders in response to ________."

Direct marketing

T/F: A tagline is the one line meant to define what your brand does or means to consumers.

True

T/F: Writing good TV ads is more difficult than writing good print ads.

False

T/F: Ideas are more powerful than just ads.

True

T/F: Brainstorming ways to solve your problem using words and pictures is called concepting.

True

T/F: A tagline is meant to define what your brand does or means to consumers. It often goes throughout an advertising campaign and may last for many, many years.

True