ADV 390 exam 1 study guide

I. Understanding Creativity

  1. Q: What is creativity defined as? A: A process involving both thinking and producing; the ability to make things original and meaningful.

  2. Q: What is the first step in James Webb Young's creative process? A: Gather raw material: collect inputs specific to the project and general interests.

  3. Q: What does 'attacking the problem' involve in the creative process? A: Digesting material mentally and exploring different paths; described as "washing a pig".

  4. Q: What is the third step in James Webb Young's creative process? A: Step away from it: let your mind work on the problem while doing something else.

  5. Q: What is the 'birth of the idea' step? A: The breakthrough moment when the concept appears.

  6. Q: What is the 'Cold, Gray Morning After' in the creative process? A: Reevaluating, sharing, and refining the idea after the initial breakthrough.

  7. Q: What did Bill Bernbach say about being interesting in advertising? A: You cannot be interesting unless you say things imaginatively, originally, and freshly.

  8. Q: How many ads does the average person see daily, creating creative clutter? A: Approximately 7,000–10,000 ads per day.

II. Traits of Creative People

  1. Q: Name a key trait of creative people who are curious. A: Interested in diverse topics and ask "why?" or "why not?".

  2. Q: Which trait involves being driven to share work and elicit reactions? A: Expressive.

  3. Q: Which trait involves experimenting and exploring what has never been done? A: Explorative.

  4. Q: What trait involves empathy and following instinct? A: Emotional.

  5. Q: What trait involves not letting fear of failure stop you? A: Courageous.

  6. Q: Which trait involves enjoying work and not taking oneself too seriously? A: Playful.

  7. Q: Which trait involves dissatisfaction with the status quo and desire for change? A: Challenging.

  8. Q: Which trait involves intense focus on tasks you care about? A: Focused.

III. Agency Roles & Creativity

  1. Q: Which agency role connects research to uncover insights? A: Strategy (Account Planners).

  2. Q: Which agency roles select channels to reach audiences and measure performance? A: Media buyers and analysts.

  3. Q: Which agency roles are responsible for the Big Idea and ad execution? A: Creative team.

  4. Q: Who focuses on writing in advertising? A: Copywriters.

  5. Q: Who creates the visual elements? A: Art Directors.

  6. Q: Who leads the entire creative process? A: Creative Directors.

  7. Q: Who manages the client and communicates needs? A: Account Direction.

  8. Q: Name other agency roles that may also require creativity. A: Sales, project management, PR, digital specialties like UX/UI.

IV. Creative Brief & Brand Guidelines

  1. Q: What is the purpose of a creative brief? A: Focus strategy, inspire the Big Idea, get client buy-in.

  2. Q: How long should a creative brief ideally be? A: One page.

  3. Q: What are common elements of a creative brief? A: Client, Target Audience, Goals, Insight, Main Message, Tone of Voice, Call to Action, Mandatories.

  4. Q: Which element is typically NOT included in a creative brief? A: Headlines.

  5. Q: What are brand guidelines? A: Rules of a brand covering visual and written standards.

  6. Q: Difference between demographics and psychographics? A: Demographics: who a person is; Psychographics: what a person is like.

V. Creative Concepting & Insights

  1. Q: What is an insight in advertising? A: An "A-ha" moment to understand customer motivations.

  2. Q: What is a Creative Concept (Big Idea)? A: A simple, emotional, memorable theme or hook versatile across media.

  3. Q: Tips for concepting? A: Aim for 3 viable, distinct directions; get obvious ideas out of the way; use lightning rounds; keep egos out.

  4. Q: When should you bring in the strategist and account director? A: Strategist: beginning and middle; Account Director: beginning and end.

  5. Q: What does SLIP IT stand for? A: Smile, Laugh, Informs, Provokes, Involves, Think.

VI. Copywriting: Headlines & Body Copy

  1. Q: What is the primary role of headlines? A: Grab attention and communicate the main message.

  2. Q: How should a headline relate to the visual? A: Connect with and complement it.

  3. Q: Name three basic types of print ads. A: Headline Only, Visual Only, Headline & Visual.

  4. Q: What is body copy? A: Writing that picks up where the headline leaves off.

  5. Q: Name types of headlines. A: Promise, Question, Testimonial, Challenge, Metaphor, Story (and others).

VII. Design & Layout

  1. Q: Difference between design and layout? A: Design: creative vision and visuals; Layout: arrangement of elements.

  2. Q: Name the 8 elements of design. A: Logo/wordmark, typography, color, photography/imagery, information hierarchy, graphic elements, white space, balance.

  3. Q: What is information hierarchy? A: Organizing content to guide the viewer's eye.

  4. Q: Purpose of white space? A: Visual breathing room and emphasis on important elements.

  5. Q: Which color is associated with optimism, warmth, and clarity? A: Yellow.

VIII. Professional Development

  1. Q: How long should a resume be? A: One page.

  2. Q: What format should a cover letter follow? A: 1-3-3-1 format.

  3. Q: What should the second paragraph of a cover letter include? A: Overview of personal brand or unique skill/story.

  4. Q: What is essential for creative roles in terms of portfolio? A: An online portfolio with at least 10 samples showing good ideas and variety.

  5. Q: What should you do in an interview? A: Show curiosity, ask questions about the company, clients, and culture; demonstrate professional experience and fit.