adv3403 exam 3 questions with
complete solutions
the branding process steps - correct answer ✔✔1. conducting research
2. clarifying strategy
3. designing identity
4. creating touchpoints
5.managing assets
the branding process - correct answer ✔✔-all about clarifying and making an informed decision
on the direction that should be taken
-breaks the challenge of branding into smaller pieces
-spend as much time on the process as you do on the designing
-a detailed branding process gives stakeholders the confidence to defend new branding against
initial criticism
branding key takeaways - correct answer ✔✔-the best branding ideas are rooted more in
research and strategy than in design
-branding is a long-term commitment that involves everything a brand does or says
-short term efforts that embrace the branding will be more productive than "one-offs"
sales activation - correct answer ✔✔-an immediate sale generated by a direct-response
marketing effort
-popular because marketing teams have short-term (quarterly) sales goals
-digital platforms are great for measuring direct-response/sales activation (ex: clicks,
conversions, sales, actions, performance)
,-digital revenue models are built on selling sales activation ads
-short term marketing goals favor a sales activation approach to communication
-drives sales only during the activation (outperforms brand building for the first 6 months)
branding - correct answer ✔✔-effective branding depends on collaboration and problem solving
-never allow voting on branding ideas
brand building - correct answer ✔✔-the processes used to establish and differentiate your
company over time
-digital platforms utilize this over sales activation for their own advertising
-drives long-term sales (outperforms sales activations after 6 months)
project manager - correct answer ✔✔-the person in charge of both the planning and execution
of each step of a specific project (all aspects, steps, revision, budgets, deadlines)
-on the client side, project managers are the decision makers (CMO, owner, president , etc.)
-manage every aspect of the process
project management process - correct answer ✔✔1.establish team roles/team protocols
2. establish team commitment level
3. establish benchmark and devilry dates (project schedule)
4. establish decision-making processes
5. establish a communication process
6. establish a documentation process
7. establish an information gathering process
8. secure all legal protocols
9. establish presentation protocols with clients
, conducting research key deliverables - correct answer ✔✔-clarify vision, strategies, goals and
values
-interview key management
-research stakeholders' needs and perceptions
-conduct marketing, competitive, technology, legal, and message audits
-evaluate existing brands and brand architecture
-present audit readout
clarifying strategy key deliverables - correct answer ✔✔-synthesize learnings
-clarify brand strategy
-developing a positioning platform
-create brand attributes
-develop key messages
-write a brand brief
-achieve agreement
-create a naming strategy
-write a creative brief
designing identity key deliverables - correct answer ✔✔-visualize the future
-brainstorm the big idea
-design brand identity system
-explore key applications
-finalize brand architecture
-present visual strategy
-achieve agreement
complete solutions
the branding process steps - correct answer ✔✔1. conducting research
2. clarifying strategy
3. designing identity
4. creating touchpoints
5.managing assets
the branding process - correct answer ✔✔-all about clarifying and making an informed decision
on the direction that should be taken
-breaks the challenge of branding into smaller pieces
-spend as much time on the process as you do on the designing
-a detailed branding process gives stakeholders the confidence to defend new branding against
initial criticism
branding key takeaways - correct answer ✔✔-the best branding ideas are rooted more in
research and strategy than in design
-branding is a long-term commitment that involves everything a brand does or says
-short term efforts that embrace the branding will be more productive than "one-offs"
sales activation - correct answer ✔✔-an immediate sale generated by a direct-response
marketing effort
-popular because marketing teams have short-term (quarterly) sales goals
-digital platforms are great for measuring direct-response/sales activation (ex: clicks,
conversions, sales, actions, performance)
,-digital revenue models are built on selling sales activation ads
-short term marketing goals favor a sales activation approach to communication
-drives sales only during the activation (outperforms brand building for the first 6 months)
branding - correct answer ✔✔-effective branding depends on collaboration and problem solving
-never allow voting on branding ideas
brand building - correct answer ✔✔-the processes used to establish and differentiate your
company over time
-digital platforms utilize this over sales activation for their own advertising
-drives long-term sales (outperforms sales activations after 6 months)
project manager - correct answer ✔✔-the person in charge of both the planning and execution
of each step of a specific project (all aspects, steps, revision, budgets, deadlines)
-on the client side, project managers are the decision makers (CMO, owner, president , etc.)
-manage every aspect of the process
project management process - correct answer ✔✔1.establish team roles/team protocols
2. establish team commitment level
3. establish benchmark and devilry dates (project schedule)
4. establish decision-making processes
5. establish a communication process
6. establish a documentation process
7. establish an information gathering process
8. secure all legal protocols
9. establish presentation protocols with clients
, conducting research key deliverables - correct answer ✔✔-clarify vision, strategies, goals and
values
-interview key management
-research stakeholders' needs and perceptions
-conduct marketing, competitive, technology, legal, and message audits
-evaluate existing brands and brand architecture
-present audit readout
clarifying strategy key deliverables - correct answer ✔✔-synthesize learnings
-clarify brand strategy
-developing a positioning platform
-create brand attributes
-develop key messages
-write a brand brief
-achieve agreement
-create a naming strategy
-write a creative brief
designing identity key deliverables - correct answer ✔✔-visualize the future
-brainstorm the big idea
-design brand identity system
-explore key applications
-finalize brand architecture
-present visual strategy
-achieve agreement
