ISC 161 Exam 2 Questions with Correct Answers Already Passed
Relevence - Answers how important/useful something is to consumer
divergence - Answers makes ads different and stand out to consumers
originality
Young's model of creative process - Answers immersion, digestion, incubation, illumination, verification
Wallas model of the creative process - Answers preparation, incubation, illumination
What is the benefit of emphasizing and investing in creativity? - Answers Ads stand out more, have more
engagement, help get through the clutter
What is a creative brief? - Answers The shortened version of all the research and expectations that are
shared with the creative team
Who prepares a creative brief? - Answers account manager prepares it and sometimes works with the
account planner and client
What is a storyboard? - Answers a series of simplified drawings that are presented
What is an animatic? - Answers video version of a storyboard, is prerecorded and has a voiceover
Direct headlines - Answers straightforward, tells us exactly what the ad is about, tells us the product
Indirect headlines - Answers not straightforward, acts as a hook
What is an advertising appeal? - Answers Approach used to attract consumers' attention and/or
influence their feelings towards the product, service, or cause
Reminder appeal - Answers saying to get you to remember the product or service
Teaser appeal - Answers Builds curiosity, interest, and excitement about a product or brand by talking
about it but not showing it.
Dramatization appeal - Answers serious/dramatic/emotional
Slice of life appeal - Answers portrays a conflict or problem consumers might face in their daily lives
Comparison appeal - Answers compare to the competitor and why one is better
Testimonial appeal - Answers individuals provide testimony on their experience, it has to be true!
Demonstration appeal - Answers demonstrating the usage of the product, helping people understand it
better
Relevence - Answers how important/useful something is to consumer
divergence - Answers makes ads different and stand out to consumers
originality
Young's model of creative process - Answers immersion, digestion, incubation, illumination, verification
Wallas model of the creative process - Answers preparation, incubation, illumination
What is the benefit of emphasizing and investing in creativity? - Answers Ads stand out more, have more
engagement, help get through the clutter
What is a creative brief? - Answers The shortened version of all the research and expectations that are
shared with the creative team
Who prepares a creative brief? - Answers account manager prepares it and sometimes works with the
account planner and client
What is a storyboard? - Answers a series of simplified drawings that are presented
What is an animatic? - Answers video version of a storyboard, is prerecorded and has a voiceover
Direct headlines - Answers straightforward, tells us exactly what the ad is about, tells us the product
Indirect headlines - Answers not straightforward, acts as a hook
What is an advertising appeal? - Answers Approach used to attract consumers' attention and/or
influence their feelings towards the product, service, or cause
Reminder appeal - Answers saying to get you to remember the product or service
Teaser appeal - Answers Builds curiosity, interest, and excitement about a product or brand by talking
about it but not showing it.
Dramatization appeal - Answers serious/dramatic/emotional
Slice of life appeal - Answers portrays a conflict or problem consumers might face in their daily lives
Comparison appeal - Answers compare to the competitor and why one is better
Testimonial appeal - Answers individuals provide testimony on their experience, it has to be true!
Demonstration appeal - Answers demonstrating the usage of the product, helping people understand it
better
