Gina is a creative director at an agency that does works for a client that makes a candy bar called "Rocky Top." Rocky Top is a chocolate bar with almonds and caramel. Gina wants her creative team to come up with a big idea for the campaign.
The engine of advertising is powered by creativity. Creativity can be thought of as the process of combining two or more unconnected objects or ideas into something new. While the outcomes of creative thinking are often unpredictable, the process of generating creative ideas is not random or haphazard. Instead, creative people often rely on a set of procedures that can be used to create great ideas.
Read the case below and answer the questions that follow.
Gina meets with Anne, a copywriter, and Zach, an art director, to think about a campaign for a candy bar called "Rocky Top." Rocky Top is a chocolate bar with almonds and caramel. Gina wants her creative team to come up with an idea for the campaign. "Our client," she tells Zach and Anne, "wants a big idea for the big taste of the chocolate bar."
Zach starts the meeting by saying that he believes the campaign ought to be direct and to the point. "How about we just present an attractive description of the candy bar ingredients: chocolate, almonds, and caramel? I think sticking with the facts makes sense here."
Anne proposes a very different campaign, one that features a close up of a teen biting into the candy bar and then smiling with satisfaction.
Gina wants more ideas to be sure they've exhausted all of the possibilities. "Be outlandish," she tells Zach and Anne, "come up with something big and memorable." Zach and Anne continue to toss some ideas around. Eventually, they propose a commercial that would feature two teens approaching a giant mountain called "Rocky Top." As they get close they realize that the mountain is chocolate and that a rockslide is about to begin, although the "rocks" are almonds and caramel. The rockslide envelops the teens, who are happy to be surrounded by the delicious ingredients. The commercial ends with the famous "Rocky Top" jingle, and the slogan: "A mountain of great chocolate taste: Rocky Top."
1) Zach's idea of focusing on the ingredients of the chocolate bar is best described as an outcome of
goal-based thinking.
soft-based thinking.
fact-based thinking.
value-based thinking.
reality-based thinking.
2) The "Rocky Top" campaign that Zach and Anne propose is best described as the outcome of
hard-based thinking.
fact-based thinking.
value-based thinking.
reality-based thinking.
goal-based thinking.
3) Given the client's desire for a big idea, which style of thinking is most appropriate for the creative idea in this instance?
value-based thinking.
reality-based thinking.
fact-based thinking.
goal-based thinking.
morality-based thinking.
4) Gina suggests that the interns gather information for creating their advertising message. In doing so, she is encouraging them to play the role of the
Warrior.
Artist.
Lawyer.
Explorer.
Judge.
5) Rockslides, in real life, are terrifying events. In the proposed commercial, the teens caught in the rockslide are happy because they are surrounded by delicious chocolate, caramel, and almonds. A humorous twist like this can help to put a _____ in the advertising, according to your text.
relevance factor
boom factor
funny factor
fox factor
audience factor
6) Target’s ads end in red, a bold visual statement that reminds people of the brand. In terms of developing the big idea, this tactic is referred to as
creative fatigue.
brainstorming.
transforming a concept.
visualization.
transformation.
7) The Target ads are effective but risky. They hardly resemble any other ads for a major retailer. If the company was reluctant to take such risks, the creative director would assume which role to convince Target the ads would be effective?
Artist
Explorer
Warrior
Fighter
Judge