APR 241 EXAM 2 LITTLE UPDATED ACTUAL
QUESTIONS AND CORRECT ANSWERS
Question:
1. copy writer
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:
written statement for creatives to follow
Question:
8. advertising objective
Answer:
A specific communication task an advertising campaign should
accomplish for a specific target audience.
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
Question:
13. creative process
Answer:
The step-by-step procedure used to discover original ideas and reorganize
existing concepts in new ways.
QUESTIONS AND CORRECT ANSWERS
Question:
1. copy writer
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:
written statement for creatives to follow
Question:
8. advertising objective
Answer:
A specific communication task an advertising campaign should
accomplish for a specific target audience.
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
Question:
13. creative process
Answer:
The step-by-step procedure used to discover original ideas and reorganize
existing concepts in new ways.
