Question:

The procedure used by the individual to develop the output.

A.

Press

B.

Product

C.

Person

D.

Process

Answer» d. Process

Question:

Since agency brief is very detailed and goes into great depth, its recommend that:

A.

A team completes this briefing.

B.

A single person

C.

Production people complete this

D.

Media Planners complete this

Answer» a. A team completes this briefing.

Question:

A customer avatar is an __________ of a specific individual who represents the target of your _______

A.

imaginative story; actual purchase

B.

true life story; marketing efforts

C.

true life story; actual purchase

D.

imaginative story; marketing efforts

Answer» d. imaginative story; marketing efforts

Question:

An important part of creative strategy is determining the central theme that will become the __________of the ad campaign.

A.

Major selling idea

B.

Big Idea

C.

USP

D.

Brand Identity

Answer» a. Major selling idea

Question:

Unexpectedness:

A.

We need to fulfill people’s expectations.

B.

We need to understand people’s expectations.

C.

We need to neglect people’s expectations.

D.

We need to violate people’s expectations.

Answer» d. We need to violate people’s expectations.

Question:

A “Beat” is…

A.

A feature story for make up artists.

B.

A rhythm that you hear when reading an article.

C.

A technique used to interview people.

D.

An area of specialization for a reporter.

Answer» d. An area of specialization for a reporter.

Question:

Who is the main target audience of the Tide advert?

A.

women who live in America

B.

women who spend their lives doing the washing

C.

women shopping for christmas presents

D.

newly married females with young families

Answer» d. newly married females with young families

Question:

Those who profess to be right-brain thinkers

A.

Might feel that they have strong math and logic skills

B.

Feel that their talents are more on the creative side of things.

C.

They are No brainer

D.

They have Low IQ

Answer» b. Feel that their talents are more on the creative side of things.

Question:

What should a press release start with?

A.

An explanation of the topic

B.

Catchy heading

C.

Contact details of the company

D.

A web address

Answer» b. Catchy heading

Question:

The opening line of a story that has the most important information is called….

A.

The headline

B.

The introduction

C.

The Explanation

D.

The Lead

Answer» d. The Lead