MEJO 490 Midterm UPDATED Actual Exam Questions and CORRECT Answers
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Course
MEJO 490
Institution
MEJO 490
MEJO 490 Midterm UPDATED Actual
Exam Questions and CORRECT Answers
What does Ogilvy say are the characteristics of creative individuals? - CORRECT ANSWER-
Observant
They express part-truths
Greater brain capacity
Vigorous with psychic and physical energy
Complex lives
Contact with the Unco...
MEJO 490 Midterm UPDATED Actual
Exam Questions and CORRECT Answers
What does Ogilvy say are the characteristics of creative individuals? - CORRECT ANSWER-
✔✔Observant
They express part-truths
Greater brain capacity
Vigorous with psychic and physical energy
Complex lives
Contact with the Unconscious
What does he believe is the role of the unconscious in the creative process? - CORRECT
ANSWER- ✔✔Best thoughts are created in the shower
Original thinking isn't even verbal, it's groping on intuition and hunches, inspired by the
subconscious.
What does Ogilvy mean by it's "useless to be a creative, original thinker unless you can also
sell what you create"? - CORRECT ANSWER- ✔✔Can't recognize a good idea unless it is
pitched well
if you can't sell it, there is no need
What are Ogilvy's three best weapons in the pursuit of new business? - CORRECT
ANSWER- ✔✔Luck, fertility, midnight oil
Midnight oil- hard work
Fertility- an abundance of ideas
Why did he refuse spec presentations and what did he do instead? - CORRECT ANSWER-
✔✔Spec work pointless use of time and research
Solve the problem based on the brief- artificial and time consuming
Waste of time and money
What were Ogilvy's top five criteria in seeking new accounts? - CORRECT ANSWER- ✔✔1.
One you are proud to advertise- not Tobacco, juul
, 2. Don't accept unless you can be better than the previous job
3. Avoid sales falling
4. Must generate profit
5. Give opportunity if no profit
What did Lord Leverhulme (and John Wanamaker) famously say and why did they say it? -
CORRECT ANSWER- ✔✔Half the money I spend on advertising is wasted and the trouble
is I don't know which half
Not sure where the money is going
What happens when a client loses confidence in your direction? - CORRECT ANSWER-
✔✔You're toast, if they don't believe you are helping them, marriage is broken
What are your top ten of the fifteen rules Ogilvy says clients should obey in dealing with
their agency? - CORRECT ANSWER- ✔✔Emancipate your agency from fear
Select the right agency in the first place
Brief your agency very thoroughly indeed
Do not compete with your agency in the creative area
Coddle the goose who lays your golden eggs
Don't strain your advertising through too many levels
Make sure that your agency makes a profit
Don't haggle with your agency
Be candid, and encourage candor
Set standards high
Test everything
Hurry
Don't waste time on problem babiesConcentrate on your successes
Tolerate genius
Don't understand
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