33. (p. 268) Advertisingcreative personnel tend to:A. be more concrete and formalized than intuitive whensolving a problem.B. have majored in marketing in college.C. rely on intuition morethan logic.D. be highly structured and organized individuals.E. be no different from people with business executivebackgrounds.
34. (p. 269) Accordingto James Webb Young, a former creative vice president at the J. Walter Thompsonagency, the production of creative advertising ideas:A. is a random process that cannot be taught.B. does not follow a definitive plan.C. cannot be learned and controlled.D. is a definitive processthat can be learned and controlled.E. has as many different routes as there are differentforms of creativity.
35. (p. 269) Thereare five steps in the creative process as designed by James Webb Young, aformer creative vice president at the J. Walter Thompson agency. Theyare:A. preparation, brainstorming, growth, reality check,and verification.B. immersion, testing, illumination, creation, andverification.C. immersion, digestion,incubation, illumination, and verification.D. preparation, incubation, immersion, illumination, andreality check.E. immersion, brainstorming, incubation, creation, andreality check.
36. (p. 269) Acc
ordingto the work of sociologist Graham Wallace, the four-step approach to thecreative process includes:A. preparation, incubation,illumination, and verification.B. immersion, brainstorming, creation, and realitycheck.C. preparation, illumination, creation, andverification.D. preparation, immersion, creation, and verification.E. immersion, incubation, illumination, and creation.
37. (p. 269) Accordingto Young’s model of the creative process, the _____ step deals with gatheringraw material and information through background research and immersing yourselfin the problem.A. problem detectionB. illuminationC. immersionD. realityE. incubation
38. (p. 269) The_____ step of the creative process deals with putting the problems out of one’sconscious mind and turning the information over to the subconscious to do thework.A. problem detectionB. illuminationC. immersionD. realityE. incubation
39. (p. 269) Anidea develops during the _____ step of the creative process.A. realityB. illuminationC. verificationD. originalityE. immersion
40. (p. 269) The_____ step of the creative process deals with refining and polishing the ideaand seeing if it is an appropriate solution.A. immersionB. incubationC. digestionD. preparationE. verification