©THEBRIGHTSTARS 2024/2025
MEJO 137 Ad Exam Questions With Correct
Answers
Creative Brief - answer✔A document used by creative professionals and agencies to develop
creative deliverables: visual design, copy, advertising, web sites, etc. The document is usually
developed by the requestor and approved by the creative team of designers, writers, and project
managers.
Purpose of a creative brief - answer✔A map that guides its target audience - the creative team -
on how to best reach the campaign's stated goals. Outline purpose of project, client needs,
consumer insights for agency employees.
Creative team - answer✔Uses the creative brief
Who creates the creative brief - answer✔Account manager in close contact with the client.
(Strategy and account team)
SMIT - answer✔single most important thing that goes inside the creative brief. The one thing the
campaign aims to get across.
RFP - answer✔Request for proposal. Sent out by client to agencies before an ad campaign begins
Consumer Insights - answer✔an interpretation of trends in human behaviors which aims to
increase effectiveness of a product or service for the consumer, as well as increase sales for
mutual benefit / contact points that are unexplored
Paradign Shift - answer✔Audience goes to community
Message goes to content/experience
Target goes to invite
Media plan goes to interest plan
Penetrate goes to collaborate
Inception of modern advertising - answer✔Started when organizations had to convince the
audience their product was the best in its category
, ©THEBRIGHTSTARS 2024/2025
unique selling proposition - answer✔an advertising strategy where an organization posits that if
consumers buy their product, they will receive a specific benefit from its use. Importantly,
competitors could not offer the same benefit
Clutter - answer✔Brand Explosion
The Wall - answer✔Personal perceptual filter
Creative Revolution - answer✔The way you say it. Brands no longer had to embarrass
themselves to sell a product.
Positioning - answer✔Consumer's perception of the product. the real estate in a person's mind
Generous Brand - answer✔brands that are empathetic and tend to make gestures that are
commercially motivated and consider the the schedules and calendars of their audiences
Indirect Competitor - answer✔Brands that do not sell the same product/good/service but they are
still competing for attention ex flower shop and tire shop
Brand Equity - answer✔value premium that a company generates from a product with a
recognizable name when compared to a generic equivalent. a brand is the sum total of all the
emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a
company
High Culture - answer✔encompasses the cultural objects of aesthetic value, which a society
collectively esteem as exemplary art.
Low Culture - answer✔forms of popular culture that have mass appeal
Subculture - answer✔a cultural group within a larger culture, often having beliefs or interests at
variance with those of the larger culture.
Planners and creatives - answer✔Consumers of culture
Purchase Funnel - answer✔a consumer focused marketing model which illustrates the theoretical
customer journey.
Awareness (purchase funnel) - answer✔Before anyone can become a customer they have to
know you exist. That's where the funnel begins: people becoming aware of your company. This
is usually accomplished through marketing campaigns; however, sometimes consumers will find
you through their own research (and your SEO efforts, of course!).
Interest (purchase funnel) - answer✔After leads have been gathered, they begin to do research
and grow their interest in what you have to offer. In this stage of the sales funnel, brands should
be developing relationships and building trust.
MEJO 137 Ad Exam Questions With Correct
Answers
Creative Brief - answer✔A document used by creative professionals and agencies to develop
creative deliverables: visual design, copy, advertising, web sites, etc. The document is usually
developed by the requestor and approved by the creative team of designers, writers, and project
managers.
Purpose of a creative brief - answer✔A map that guides its target audience - the creative team -
on how to best reach the campaign's stated goals. Outline purpose of project, client needs,
consumer insights for agency employees.
Creative team - answer✔Uses the creative brief
Who creates the creative brief - answer✔Account manager in close contact with the client.
(Strategy and account team)
SMIT - answer✔single most important thing that goes inside the creative brief. The one thing the
campaign aims to get across.
RFP - answer✔Request for proposal. Sent out by client to agencies before an ad campaign begins
Consumer Insights - answer✔an interpretation of trends in human behaviors which aims to
increase effectiveness of a product or service for the consumer, as well as increase sales for
mutual benefit / contact points that are unexplored
Paradign Shift - answer✔Audience goes to community
Message goes to content/experience
Target goes to invite
Media plan goes to interest plan
Penetrate goes to collaborate
Inception of modern advertising - answer✔Started when organizations had to convince the
audience their product was the best in its category
, ©THEBRIGHTSTARS 2024/2025
unique selling proposition - answer✔an advertising strategy where an organization posits that if
consumers buy their product, they will receive a specific benefit from its use. Importantly,
competitors could not offer the same benefit
Clutter - answer✔Brand Explosion
The Wall - answer✔Personal perceptual filter
Creative Revolution - answer✔The way you say it. Brands no longer had to embarrass
themselves to sell a product.
Positioning - answer✔Consumer's perception of the product. the real estate in a person's mind
Generous Brand - answer✔brands that are empathetic and tend to make gestures that are
commercially motivated and consider the the schedules and calendars of their audiences
Indirect Competitor - answer✔Brands that do not sell the same product/good/service but they are
still competing for attention ex flower shop and tire shop
Brand Equity - answer✔value premium that a company generates from a product with a
recognizable name when compared to a generic equivalent. a brand is the sum total of all the
emotions, thoughts, images, history, possibilities, and gossip that exist in the marketplace about a
company
High Culture - answer✔encompasses the cultural objects of aesthetic value, which a society
collectively esteem as exemplary art.
Low Culture - answer✔forms of popular culture that have mass appeal
Subculture - answer✔a cultural group within a larger culture, often having beliefs or interests at
variance with those of the larger culture.
Planners and creatives - answer✔Consumers of culture
Purchase Funnel - answer✔a consumer focused marketing model which illustrates the theoretical
customer journey.
Awareness (purchase funnel) - answer✔Before anyone can become a customer they have to
know you exist. That's where the funnel begins: people becoming aware of your company. This
is usually accomplished through marketing campaigns; however, sometimes consumers will find
you through their own research (and your SEO efforts, of course!).
Interest (purchase funnel) - answer✔After leads have been gathered, they begin to do research
and grow their interest in what you have to offer. In this stage of the sales funnel, brands should
be developing relationships and building trust.
