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

Question 1

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

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

Answer 1

D

Question 2

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

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

Answer 2

C

Question 3

Consumer insights are usually derived from:

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

Answer 3

D

Question 4

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

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

Question 5

A brand brief contains:

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

Question 6

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

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

Question 7

A synchronized brand message means:

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 8

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

Question 9

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

Question 10

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