Question 1

The best way to appeal to left brain thinking people is to use:

Accepted Answer

A)  Humor 
B)  Life style 
C)  Demonstration 
D)  Fantasy 
E)  Celebrity 
A)  Humor 
B)  Life style 
C)  Demonstration 
D)  Fantasy 
E)  Celebrity C

Question 2

Consumer insights are usually derived from:

Accepted Answer

A)  Secondary research 
B)  Quantitative research 
C)  Marketing plans 
D)  Primary research 
E)  Industry reports 
A)  Secondary research 
B)  Quantitative research 
C)  Marketing plans 
D)  Primary research 
E)  Industry reports D

Question 3

What is the role or function of an account planner? How does this help the members of the creative department?

Accepted Answer

The role of an account planner is to act as the bridge between the client and the creative department in an advertising or marketing agency. They are responsible for conducting research, analyzing data, and gaining insights into the target audience and market trends. This information is then used to develop a strategic plan for the advertising or marketing campaign.

Account planners help the members of the creative department by providing them with a clear understanding of the target audience and their needs, preferences, and behaviors. This allows the creative team to develop more effective and impactful campaigns that resonate with the audience. By providing insights and direction, account planners help ensure that the creative work is aligned with the overall strategic goals of the client and is more likely to achieve the desired results.

Additionally, account planners also help in ensuring that the creative work is on-brand and meets the client's objectives. They provide valuable input and feedback to the creative team, helping them to refine their ideas and concepts to better meet the client's needs. Overall, the role of an account planner is essential in guiding and supporting the creative department to produce work that is not only creative but also strategically sound and effective.

Question 4

The best way to appeal to a right brain thinking person is to use:

Accepted Answer

A)  Humor 
B)  Comparison 
C)  Product features 
D)  Brand benefits 
E)  Slice of life 
A)  Humor 
B)  Comparison 
C)  Product features 
D)  Brand benefits 
E)  Slice of life

Question 5

How do you select a creative strategy? Support your recommendation with a rationale that involves communication planning.

Accepted Answer

Selecting a creative strategy involves c

Question 6

What is a Brand Brief? How is it used at an advertising agency?

Accepted Answer

A Brand Brief, also known as a Brand Str

Question 7

The best way to present a television commercial by using a:

Accepted Answer

A)  Scripts 
B)  Video 
C)  Layout 
D)  Storyboard 
E)  Sketch 
A)  Scripts 
B)  Video 
C)  Layout 
D)  Storyboard 
E)  Sketch

Question 8

A brand brief contains:

Accepted Answer

A)  Target market 
B)  Creative concepts 
C)  Insight research 
D)  Only a and c 
E)  All of the above 
A)  Target market 
B)  Creative concepts 
C)  Insight research 
D)  Only a and c 
E)  All of the above

Question 9

A synchronized brand message means:

Accepted Answer

A)  Different message in same media 
B)  One message across all media 
C)  Same message in one media 
D)  One message for each media 
E)  Different messages in each media 
A)  Different message in same media 
B)  One message across all media 
C)  Same message in one media 
D)  One message for each media 
E)  Different messages in each media

Question 10

The individual responsible for visual images in magazine advertisements, as well as television commercials, is called a:

Accepted Answer

A)  Creative Director 
B)  Copywriter 
C)  Account Planner 
D)  Art Director 
E)  Visual Supervisor 
A)  Creative Director 
B)  Copywriter 
C)  Account Planner 
D)  Art Director 
E)  Visual Supervisor

The best way to appeal to left brain thinking people is to use:

Consumer insights are usually derived from:

What is the role or function of an account planner? How does this help the members of the creative department?

The best way to appeal to a right brain thinking person is to use:

How do you select a creative strategy? Support your recommendation with a rationale that involves communication planning.

What is a Brand Brief? How is it used at an advertising agency?

The best way to present a television commercial by using a:

A brand brief contains:

A synchronized brand message means:

The individual responsible for visual images in magazine advertisements, as well as television commercials, is called a:

Artificial Intelligence: The New Reality and Future of Marketing Communication

Integrated Marketing Communication: Foundation Strategies for Developing Brand Content

Marketing Research Strategies: Collecting and Analyzing Input for Decision-Making

IMC Objectives and Budgets: Funding Strategies and Allocating Financial Resources

Segmentation Strategies: Prioritizing Target Groups for Marketing Communication

Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content

Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns

Sales Promotion Strategies: Motivating Shoppers to React and Respond to Offers

Public Relations Strategies: Earned Media Coverage and Building Lasting Relationships

Brand Visibility Personal Contact Strategies: Displaying a Physical Presence

B2B Communication Strategies: Retaining Customers and Connecting With Potential Buyers

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Exam 6: Creativity Strategies and Brand Messages: The Process, People, and Procedures

The best way to appeal to left brain thinking people is to use:

Consumer insights are usually derived from:

What is the role or function of an account planner? How does this help the members of the creative department?

The best way to appeal to a right brain thinking person is to use:

How do you select a creative strategy? Support your recommendation with a rationale that involves communication planning.

What is a Brand Brief? How is it used at an advertising agency?

The best way to present a television commercial by using a:

A brand brief contains:

A synchronized brand message means:

The individual responsible for visual images in magazine advertisements, as well as television commercials, is called a:

Artificial Intelligence: The New Reality and Future of Marketing Communication

Integrated Marketing Communication: Foundation Strategies for Developing Brand Content

Marketing Research Strategies: Collecting and Analyzing Input for Decision-Making

IMC Objectives and Budgets: Funding Strategies and Allocating Financial Resources

Segmentation Strategies: Prioritizing Target Groups for Marketing Communication

Digital Media Strategies: Owned and Shared Pathways for Delivering Brand Content

Legacy Media Strategies: Paid Pathways for National and Local Advertising Campaigns

Sales Promotion Strategies: Motivating Shoppers to React and Respond to Offers

Public Relations Strategies: Earned Media Coverage and Building Lasting Relationships

Brand Visibility Personal Contact Strategies: Displaying a Physical Presence

B2B Communication Strategies: Retaining Customers and Connecting With Potential Buyers

Filters