Question 1

The task of developing the creative concept or "big idea" belongs to the

Accepted Answer

A)  client and creative director 
B)  media planner, account executive and copywriter 
C)  marketing manager and copywriter 
D)  copywriter alone 
E)  copywriter, art director and creative director 
A)  client and creative director 
B)  media planner, account executive and copywriter 
C)  marketing manager and copywriter 
D)  copywriter alone 
E)  copywriter, art director and creative director

Question 2

One of the key issues of the market profile include

Accepted Answer

A)  the creative strategy 
B)  client management 
C)  current overall sales 
D)  the target audience description 
E)  the identification of major competitors 
A)  the creative strategy 
B)  client management 
C)  current overall sales 
D)  the target audience description 
E)  the identification of major competitors

Question 3

The advertising problem or opportunity may be better described as the

Accepted Answer

A)  unique selling point 
B)  overall goal of the campaign 
C)  product profile 
D)  creative strategy 
E)  creative execution 
A)  unique selling point 
B)  overall goal of the campaign 
C)  product profile 
D)  creative strategy 
E)  creative execution

Question 4

The creative strategy is a statement of how the message is to be communicated to the media.

Accepted Answer

A) True 
 B)False

Question 5

An eye movement camera test measures how a consumer

Accepted Answer

A)  buys a newspaper or magazine 
B)  reads a book 
C)  watches television 
D)  reads and at what level 
E)  scans the various components of an advertisement 
A)  buys a newspaper or magazine 
B)  reads a book 
C)  watches television 
D)  reads and at what level 
E)  scans the various components of an advertisement

Question 6

The market profile includes key issues on happenings in the marketplace, such as

Accepted Answer

A)  media strengths and weaknesses 
B)  the agency creative team 
C)  size and rate of growth in the market 
D)  the creative brief 
E)  tactical considerations 
A)  media strengths and weaknesses 
B)  the agency creative team 
C)  size and rate of growth in the market 
D)  the creative brief 
E)  tactical considerations

Question 7

In what situation does advertising temporarily depart from communicating unique selling points to focus on the brand name and promotion?

Accepted Answer

The stage of the life cycle a product is

Question 8

What research method is commonly used in broadcast media, particularly television, to assess impact of a message on a target audience?

Accepted Answer

In broadcast media, especially televisio

Question 9

Product categories where the use of sexual appeals is popular and appropriate include

Accepted Answer

A)  travel and tourism 
B)  household cleaners 
C)  soft drinks 
D)  footwear 
E)  alcoholic beverages 
A)  travel and tourism 
B)  household cleaners 
C)  soft drinks 
D)  footwear 
E)  alcoholic beverages

Question 10

Pickup trucks like the Dodge Ram often use this tactic in their advertising:

Accepted Answer

A)  endorsement 
B)  testimonial 
C)  a comparative appeal 
D)  a lifestyle appeal 
E)  exaggerated product demonstration 
A)  endorsement 
B)  testimonial 
C)  a comparative appeal 
D)  a lifestyle appeal 
E)  exaggerated product demonstration

Question 11

Describe the client's role in the creative development process.

Accepted Answer

Early in the process, the client must pr

Question 12

During recall testing, when respondents are asked to recall specific elements of an advertisement or commercial without any information provided, this is referred to as

Accepted Answer

A)  pre-testing 
B)  post- testing 
C)  unaided recall 
D)  aided recall 
A)  pre-testing 
B)  post- testing 
C)  unaided recall 
D)  aided recall

Question 13

For factual appeals, the promise and benefits of the product are presented

Accepted Answer

A)  in a positive way 
B)  in a negative way 
C)  with the use of humour 
D)  with the use of fear 
E)  in a straightforward manner 
A)  in a positive way 
B)  in a negative way 
C)  with the use of humour 
D)  with the use of fear 
E)  in a straightforward manner

Question 14

A support-claims statement provides proof of promise based on criteria such as technical performance or consumer preference data.

Accepted Answer

A) True 
 B)False

Question 15

Through consultation with the agency's creative team, the client will play a dominant role in the development of creative-strategy statements.

Accepted Answer

A) True 
 B)False

Question 16

How are tactical considerations different from creative strategies?

Accepted Answer

Tactical considerations are addressed in

Question 17

Once the strategy has been developed, the creative team must decide how to best present the product so that the message has the maximum impact on the target market. Creative execution deals with production and

Accepted Answer

A)  demographics 
B)  size of budget 
C)  tactical considerations 
D)  new target markets 
E)  market research 
A)  demographics 
B)  size of budget 
C)  tactical considerations 
D)  new target markets 
E)  market research

Question 18

During the planning process, the agency should advise the client in regards to the size of the budget authorized for a specific campaign.

Accepted Answer

A) True 
 B)False

Question 19

In the product profile, these are identified and ranked by priority:

Accepted Answer

A)  client problems 
B)  geographic markets 
C)  slogans 
D)  benefits offered 
E)  major competitors 
A)  client problems 
B)  geographic markets 
C)  slogans 
D)  benefits offered 
E)  major competitors

Question 20

The agency must supply the client with a complete profile of the target market.

Accepted Answer

A) True 
 B)False

The task of developing the creative concept or "big idea" belongs to the

One of the key issues of the market profile include

The advertising problem or opportunity may be better described as the

The creative strategy is a statement of how the message is to be communicated to the media.

An eye movement camera test measures how a consumer

The market profile includes key issues on happenings in the marketplace, such as

In what situation does advertising temporarily depart from communicating unique selling points to focus on the brand name and promotion?

What research method is commonly used in broadcast media, particularly television, to assess impact of a message on a target audience?

Product categories where the use of sexual appeals is popular and appropriate include

Pickup trucks like the Dodge Ram often use this tactic in their advertising:

Describe the client's role in the creative development process.

During recall testing, when respondents are asked to recall specific elements of an advertisement or commercial without any information provided, this is referred to as

For factual appeals, the promise and benefits of the product are presented

A support-claims statement provides proof of promise based on criteria such as technical performance or consumer preference data.

Through consultation with the agency's creative team, the client will play a dominant role in the development of creative-strategy statements.

How are tactical considerations different from creative strategies?

Once the strategy has been developed, the creative team must decide how to best present the product so that the message has the maximum impact on the target market. Creative execution deals with production and

During the planning process, the agency should advise the client in regards to the size of the budget authorized for a specific campaign.

In the product profile, these are identified and ranked by priority:

The agency must supply the client with a complete profile of the target market.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 5: Creative Planning Essentials

The task of developing the creative concept or "big idea" belongs to the

One of the key issues of the market profile include

The advertising problem or opportunity may be better described as the

The creative strategy is a statement of how the message is to be communicated to the media.

An eye movement camera test measures how a consumer

The market profile includes key issues on happenings in the marketplace, such as

In what situation does advertising temporarily depart from communicating unique selling points to focus on the brand name and promotion?

What research method is commonly used in broadcast media, particularly television, to assess impact of a message on a target audience?

Product categories where the use of sexual appeals is popular and appropriate include

Pickup trucks like the Dodge Ram often use this tactic in their advertising:

Describe the client's role in the creative development process.

During recall testing, when respondents are asked to recall specific elements of an advertisement or commercial without any information provided, this is referred to as

For factual appeals, the promise and benefits of the product are presented

A support-claims statement provides proof of promise based on criteria such as technical performance or consumer preference data.

Through consultation with the agency's creative team, the client will play a dominant role in the development of creative-strategy statements.

How are tactical considerations different from creative strategies?

Once the strategy has been developed, the creative team must decide how to best present the product so that the message has the maximum impact on the target market. Creative execution deals with production and

During the planning process, the agency should advise the client in regards to the size of the budget authorized for a specific campaign.

In the product profile, these are identified and ranked by priority:

The agency must supply the client with a complete profile of the target market.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters