Mejo 490 Midterm Exam Questions With
Correct Answers
What does Ogilvy say are the characteristics of creative individuals? - 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? - 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"? - 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? - 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? - 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? - answer✔1. One you are proud to
advertise- not Tobacco, juul
What happens when a client loses confidence in your direction? - 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? - 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
Explain eight of Ogilvy's eleven commandments in creating great campaigns that you judge as
the most essential and why. - answer✔What you say is more important than how you say it
Unless your campaign is built around a great idea, it will flop
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