Exam 6: Creative Message Strategies

Direct marketers feel "it's not creative unless it sells something."

Which of the following is something you do not do in creating a digital video:

Which of the following likely motivates someone to buy something:

In writing copy for direct marketing, it is necessary to translate features into benefits. Which statement below best typifies this?

The creative process to develop compelling messages for any direct response promotion begins with:

The creative process for any direct response promotion begins with idea generation.

Which of the following would be considered a basic design principle:

The subject line is of little importance for outbound email messages.

The visual portion of a television commercial is shown through a series of illustrations called ________.

The KISS principle deals with keeping the message stimulating and highlighting product features.

Which of the following are not involvement devices?

According to the text, direct response copywriting is ______.

Banner ads are created primarily to:

Direct marketers always relate the costs of promotion to the results achieved from it.

A formula used a great deal by direct response copywriters is known as AIDA, which stands for Attract Attention, Arouse Interest, Stimulate Desire, and Call for Action.

Which of the following is not a proven successful copywriting formula?

According to the text, the first step in creating an Internet promotion is to ______.

Time is not considered to be a major limitation in creating direct response television commercials.

Which of the following is a potential method for creating a "big idea" for a direct response campaign?

The key objective of creative copy for direct marketers is to generate _________.