Question 1

A(n)  _____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign.

Accepted Answer

A)  animatic
B)  working document
C)  copy platform
D)  selling idea
E)  unique selling propositionF) C) and D)
G) A) and E)

Question 2

Advertising creative personnel tend to:

Accepted Answer

A)  rely on intuition rather than logic when solving a problem
B)  have educational backgrounds in nonbusiness areas
C)  be more abstract and less conventional in their approach and solution to a problem
D)  be more intuitive and perceptual than people with a business background
E)  be all of the aboveF) A) and B)
G) C) and D)

Question 3

Which of the following statements about account planning is true?

Accepted Answer

A)  Account planners do not conduct any quantitative research.
B)  Account planners work with the client as well as other agency personnel.
C)  Account planners only work with the client to avoid agency bias.
D)  With account planning,the agency takes the permanent leadership role in the development of creative strategy.
E)  The knowledge gained during account planning can only be used during the planning period because it is proprietary information.F) A) and B)
G) All of the above

Question 4

Ramon participated in a study done by an advertising agency.During his interview,he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him.The interviewer asked Ramon specific questions about the food,the seating arrangements,the ease with which he entered and exited the plane,and the service provided by the flight attendants.Since the ad agency doing the research is the one that will develop the creative strategy for the airline's new ad campaign,you know Ramon most likely provided the agency with:

Accepted Answer

A)  product/service specific preplanning inputs
B)  general product inputs to be stored and used later
C)  secondary internal data
D)  secondary external data
E)  quantitative data which will be used by the client to determine market development strategiesF) A) and C)
G) A) and D)

Exam 8: Creative Strategy: Planning and Development

Correct Answer
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Which of the following statements about account planning is true?

Correct Answer
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Advertising creative personnel tend to:

Correct Answer
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A(n) _____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign.

Correct Answer
verified

Exam 8: Creative Strategy: Planning and Development

Correct AnswerverifiedShow Answer

Which of the following statements about account planning is true?

Correct AnswerverifiedShow Answer

Advertising creative personnel tend to:

Correct AnswerverifiedShow Answer

A(n) _____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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