APR 241 TEST 2 UPDATED ACTUAL QUESTIONS AND
CORRECT ANSWERS
Question:
1. copywriter
Answer:
person who creates the words and concepts for ads and commercials
Question:
2. art director
Answer:
along with graphic designers and production artists, determines how the ad's
verbal and visual symbols will fit together
Question:
3. creative director
Answer:
head of a creative team of agency copywriters and artists who is assigned to a
client's business and who is ultimately responsible for the creative product- the
form the final ad takes
Question:
4. creatives
Answer:
the people who work in the creative department, regardless of the specialty
Question:
5. informational ads
Answer:
promising benefits that will offer relief from an undesirable situation or condition.
Informational ads tend to address negatively originated purchase motives, such as
problem removal or avoidance, in an attempt to provide solutions to those
problems
Question:
6. transformational ads
Answer:
promising benefits that will reward consumers. Transformational ads tend to
address positively originated purchase motives, such as sensory gratification,
intellectual stimulation, or social approval, in an attempt to make people feel
happier
, Question:
7. creative strategy
Answer:
a written statement for the creatives to follow
Question:
8. advertising objective
Answer:
a specific communication task to be accomplished with a specific target audience
during a specific period of time
Question:
9. target audience
Answer:
the specific group of individuals to whom the advertising message is directed
Question:
10. benefit statement
Answer:
Statement that describes what a product or service does to provide a benefit to
the consumer. Whenever possible, benefit statements should focus on an
important, single-minded process
Question:
11. support statement
Answer:
statement that provides information about the product or service that will
convince the target audience that the key benefit is true
Question:
12. brand personality
Answer:
describes a brand in terms of human characteristics. A significant component in
effective branding is imparting personality to a brand, reflecting its reputation,
attitudes, and behavior
Question:
13. creative process
Answer:
the step-by-step procedure used to discover original ideas and reorganize
existing concepts in new ways
CORRECT ANSWERS
Question:
1. copywriter
Answer:
person who creates the words and concepts for ads and commercials
Question:
2. art director
Answer:
along with graphic designers and production artists, determines how the ad's
verbal and visual symbols will fit together
Question:
3. creative director
Answer:
head of a creative team of agency copywriters and artists who is assigned to a
client's business and who is ultimately responsible for the creative product- the
form the final ad takes
Question:
4. creatives
Answer:
the people who work in the creative department, regardless of the specialty
Question:
5. informational ads
Answer:
promising benefits that will offer relief from an undesirable situation or condition.
Informational ads tend to address negatively originated purchase motives, such as
problem removal or avoidance, in an attempt to provide solutions to those
problems
Question:
6. transformational ads
Answer:
promising benefits that will reward consumers. Transformational ads tend to
address positively originated purchase motives, such as sensory gratification,
intellectual stimulation, or social approval, in an attempt to make people feel
happier
, Question:
7. creative strategy
Answer:
a written statement for the creatives to follow
Question:
8. advertising objective
Answer:
a specific communication task to be accomplished with a specific target audience
during a specific period of time
Question:
9. target audience
Answer:
the specific group of individuals to whom the advertising message is directed
Question:
10. benefit statement
Answer:
Statement that describes what a product or service does to provide a benefit to
the consumer. Whenever possible, benefit statements should focus on an
important, single-minded process
Question:
11. support statement
Answer:
statement that provides information about the product or service that will
convince the target audience that the key benefit is true
Question:
12. brand personality
Answer:
describes a brand in terms of human characteristics. A significant component in
effective branding is imparting personality to a brand, reflecting its reputation,
attitudes, and behavior
Question:
13. creative process
Answer:
the step-by-step procedure used to discover original ideas and reorganize
existing concepts in new ways
