Question 1

The creative team need not concern itself with what competitor brands are saying and how they are saying it.

Accepted Answer

A) True 
 B)False

Question 2

What is the purpose of the creative brief?

Accepted Answer

The creative brief is a document develop

Question 3

"To attract a new target market" is an example of a communications goal.

Accepted Answer

A) True 
 B)False

Question 4

Pre-testing is the process by which an advertisement, commercial, or campaign is evaluated before

Accepted Answer

A)  product launch 
B)  any market research 
C)  budget allocation 
D)  storyboard selection 
E)  media placement 
A)  product launch 
B)  any market research 
C)  budget allocation 
D)  storyboard selection 
E)  media placement

Question 5

Objectives that are focused on behavioural issues such as creating awareness are:

Accepted Answer

A)  sales objectives 
B)  creative objectives 
C)  media objectives 
D)  advertising objectives 
E)  marketing objectives 
A)  sales objectives 
B)  creative objectives 
C)  media objectives 
D)  advertising objectives 
E)  marketing objectives

Question 6

Explain the advantages and disadvantages of opinion-measure testing.

Accepted Answer

Opinion-measure testing exposes an audie

Question 7

The key to success in a campaign that relies on lifestyle-appeal techniques is

Accepted Answer

A)  differentiation of one brand from another 
B)  association an individual can make with the advertised lifestyle 
C)  a straightforward, no-nonsense message 
D)  use of humour and sex appeal 
E)  product superiority 
A)  differentiation of one brand from another 
B)  association an individual can make with the advertised lifestyle 
C)  a straightforward, no-nonsense message 
D)  use of humour and sex appeal 
E)  product superiority

Question 8

The Starch readership test evaluates a viewer's reaction to a new television commercial.

Accepted Answer

A) True 
 B)False

Question 9

Why is it important that the client provide the agency with a complete profile of the target market?

Accepted Answer

The better the knowledge of the target m

Question 10

Product demonstrations are used in advertisements when a company wants to

Accepted Answer

A)  use testimonials to support a product 
B)  expose a competitor's product 
C)  focus on product performance 
D)  use a negative appeal 
E)  promote multiple sales 
A)  use testimonials to support a product 
B)  expose a competitor's product 
C)  focus on product performance 
D)  use a negative appeal 
E)  promote multiple sales

Question 11

In the creative development process, one of the areas of client responsibility is

Accepted Answer

A)  creative execution 
B)  production 
C)  creative concept 
D)  creative evaluation 
E)  creative strategy 
A)  creative execution 
B)  production 
C)  creative concept 
D)  creative evaluation 
E)  creative strategy

The creative team need not concern itself with what competitor brands are saying and how they are saying it.

What is the purpose of the creative brief?

"To attract a new target market" is an example of a communications goal.

Pre-testing is the process by which an advertisement, commercial, or campaign is evaluated before

Objectives that are focused on behavioural issues such as creating awareness are:

Explain the advantages and disadvantages of opinion-measure testing.

The key to success in a campaign that relies on lifestyle-appeal techniques is

The Starch readership test evaluates a viewer's reaction to a new television commercial.

Why is it important that the client provide the agency with a complete profile of the target market?

Product demonstrations are used in advertisements when a company wants to

In the creative development process, one of the areas of client responsibility is

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 creative team need not concern itself with what competitor brands are saying and how they are saying it.

What is the purpose of the creative brief?

"To attract a new target market" is an example of a communications goal.

Pre-testing is the process by which an advertisement, commercial, or campaign is evaluated before

Objectives that are focused on behavioural issues such as creating awareness are:

Explain the advantages and disadvantages of opinion-measure testing.

The key to success in a campaign that relies on lifestyle-appeal techniques is

The Starch readership test evaluates a viewer's reaction to a new television commercial.

Why is it important that the client provide the agency with a complete profile of the target market?

Product demonstrations are used in advertisements when a company wants to

In the creative development process, one of the areas of client responsibility is

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