Question 1

How does having a complete profile of the target market assist the agency in the development of the creative strategy?

Accepted Answer

A complete target market profile include

Question 2

How can agency creative people incorporate positioning into the creative process?

Accepted Answer

Positioning refers to the selling concep

Question 3

In recognition tests, respondents are asked if

Accepted Answer

A)  they have changed the product they use 
B)  they can identify a brand name 
C)  they can recognize a logo 
D)  they have bought a specific product recently 
E)  they can recall an advertisement for a specific product 
A)  they have changed the product they use 
B)  they can identify a brand name 
C)  they can recognize a logo 
D)  they have bought a specific product recently 
E)  they can recall an advertisement for a specific product

Question 4

One of the dangers of using humorous appeals is that

Accepted Answer

A)  the humour gets more attention than the product 
B)  the client dislikes clever campaigns 
C)  high frequency of exposure is required for effectiveness 
D)  competitors do not use humour 
E)  benefits are presented in a light-hearted manner 
A)  the humour gets more attention than the product 
B)  the client dislikes clever campaigns 
C)  high frequency of exposure is required for effectiveness 
D)  competitors do not use humour 
E)  benefits are presented in a light-hearted manner

Question 5

During the introductory and early growth stages of a product's life cycle, it can be challenging to convince people to try the product out for the first time. How is advertising sometimes used to encourage trial purchase?

Accepted Answer

During the introduction and growth stage

Question 6

In a testimonial advertisement, the message and the product are usually presented by

Accepted Answer

A)  cartoon characters 
B)  a celebrity 
C)  actors 
D)  professional models 
E)  a typical real-world user 
A)  cartoon characters 
B)  a celebrity 
C)  actors 
D)  professional models 
E)  a typical real-world user

Question 7

This area of analysis may have an impact on the tone, style and appeal techniques used in advertising.

Accepted Answer

A)  sales 
B)  geographic 
C)  competitive 
D)  technological 
E)  product mix 
A)  sales 
B)  geographic 
C)  competitive 
D)  technological 
E)  product mix

Question 8

Describe the criteria clients using the managerial approach for evaluating creative may apply.

Accepted Answer

All or some of the following criteria ma

Question 9

When presenting the creative brief to the agency, clients must resist the temptation to offer preferences for creative strategies.

Accepted Answer

A) True 
 B)False

Question 10

Explain why production requirements are often determined by the media budget.

Accepted Answer

The media budget can restrict which medi

Question 11

How might a brand's existing reputation influence the advertising message?

Accepted Answer

While creative direction often changes w

Question 12

Since the client's money is on the line, the client has every right to apply qualitative and quantitative research assessments at any stage of creative execution.

Accepted Answer

A) True 
 B)False

Question 13

When the creative team has completed an assignment in the form of rough layouts, storyboards or scripts, it is submitted to ________ for approval.

Accepted Answer

A)  the client 
B)  fellow designers 
C)  senior agency personnel 
D)  the general public 
E)  a focus group 
A)  the client 
B)  fellow designers 
C)  senior agency personnel 
D)  the general public 
E)  a focus group

Question 14

Multi-product firms such as Suncor may run a corporate advertising campaign as part of their

Accepted Answer

A)  search for an advertising agency 
B)  market research 
C)  product line extension 
D)  repositioning 
E)  corporate responsibility positioning 
A)  search for an advertising agency 
B)  market research 
C)  product line extension 
D)  repositioning 
E)  corporate responsibility positioning

Question 15

Advertising agencies commonly have copywriters and art directors work together as a creative team.

Accepted Answer

A) True 
 B)False

Question 16

When comparative appeal techniques are used, the product is presented through

Accepted Answer

A)  testimonials 
B)  a torture test 
C)  comparison with another leading brand 
D)  TV advertising only 
E)  comparing consumer lifestyles 
A)  testimonials 
B)  a torture test 
C)  comparison with another leading brand 
D)  TV advertising only 
E)  comparing consumer lifestyles

Question 17

What role does the support claims statement play as an element in the creative objective?

Accepted Answer

The support claims statement describes t

Question 18

Explain the factual-appeal technique.

Accepted Answer

In factual appeals, the promise and bene

Question 19

Discuss why companies sometimes develop advertising designed to build and improve their corporate reputations with the public. Provide an example.

Accepted Answer

In addition to advertising specific prod

Question 20

Day-after recall testing is used by the broadcast media, in particular television. The objective is to

Accepted Answer

A)  find out which media the consumer used in the last 24 hours 
B)  find out what products the consumer purchased recently 
C)  determine the exposure and recall of particular commercials 
D)  measure the creative content for the agency 
E)  measure the reach of the media 
A)  find out which media the consumer used in the last 24 hours 
B)  find out what products the consumer purchased recently 
C)  determine the exposure and recall of particular commercials 
D)  measure the creative content for the agency 
E)  measure the reach of the media

How does having a complete profile of the target market assist the agency in the development of the creative strategy?

How can agency creative people incorporate positioning into the creative process?

In recognition tests, respondents are asked if

One of the dangers of using humorous appeals is that

During the introductory and early growth stages of a product's life cycle, it can be challenging to convince people to try the product out for the first time. How is advertising sometimes used to encourage trial purchase?

In a testimonial advertisement, the message and the product are usually presented by

This area of analysis may have an impact on the tone, style and appeal techniques used in advertising.

Describe the criteria clients using the managerial approach for evaluating creative may apply.

When presenting the creative brief to the agency, clients must resist the temptation to offer preferences for creative strategies.

Explain why production requirements are often determined by the media budget.

How might a brand's existing reputation influence the advertising message?

Since the client's money is on the line, the client has every right to apply qualitative and quantitative research assessments at any stage of creative execution.

When the creative team has completed an assignment in the form of rough layouts, storyboards or scripts, it is submitted to ________ for approval.

Multi-product firms such as Suncor may run a corporate advertising campaign as part of their

Advertising agencies commonly have copywriters and art directors work together as a creative team.

When comparative appeal techniques are used, the product is presented through

What role does the support claims statement play as an element in the creative objective?

Explain the factual-appeal technique.

Discuss why companies sometimes develop advertising designed to build and improve their corporate reputations with the public. Provide an example.

Day-after recall testing is used by the broadcast media, in particular television. The objective is to

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

How does having a complete profile of the target market assist the agency in the development of the creative strategy?

How can agency creative people incorporate positioning into the creative process?

In recognition tests, respondents are asked if

One of the dangers of using humorous appeals is that

During the introductory and early growth stages of a product's life cycle, it can be challenging to convince people to try the product out for the first time. How is advertising sometimes used to encourage trial purchase?

In a testimonial advertisement, the message and the product are usually presented by

This area of analysis may have an impact on the tone, style and appeal techniques used in advertising.

Describe the criteria clients using the managerial approach for evaluating creative may apply.

When presenting the creative brief to the agency, clients must resist the temptation to offer preferences for creative strategies.

Explain why production requirements are often determined by the media budget.

How might a brand's existing reputation influence the advertising message?

Since the client's money is on the line, the client has every right to apply qualitative and quantitative research assessments at any stage of creative execution.

When the creative team has completed an assignment in the form of rough layouts, storyboards or scripts, it is submitted to ________ for approval.

Multi-product firms such as Suncor may run a corporate advertising campaign as part of their

Advertising agencies commonly have copywriters and art directors work together as a creative team.

When comparative appeal techniques are used, the product is presented through

What role does the support claims statement play as an element in the creative objective?

Explain the factual-appeal technique.

Discuss why companies sometimes develop advertising designed to build and improve their corporate reputations with the public. Provide an example.

Day-after recall testing is used by the broadcast media, in particular television. The objective is to

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