ADPR 3110 Exam #1 questions well
answered to pass
Golden Age of creativity - correct answer ✔✔Period from 1950-1970 thought of as an advertising
creative revolution
Shift from focus on product to brand, twisted conventional thinking, used new design elements - correct
answer ✔✔What three changes made the ads in the Golden Age of Creativity so revolutionary?
copywriter/art director - correct answer ✔✔The creatives. Write copy and design the ads
management/creative director - correct answer ✔✔This position requires lots of responsibility. Sets the
creative tone and pace of the agency. Involves more personnel management than creative talent.
account manager - correct answer ✔✔This person works with the clients and creatives, acts as a
mediator.
account planner - correct answer ✔✔This person does research and acts as a conduit between the
account manager, creative team, & consumer
promotions director - correct answer ✔✔This person develops sales promotions, special events,
sponsorships, specialty marketing displays, etc.
public relations writer - correct answer ✔✔This person writes news releases. May produce video news
releases, or schedule events & press conferences
internal advertising department rep - correct answer ✔✔This position is not in an agency. Handles
promotional activities not covered by the ad agency
web/interactive expert - correct answer ✔✔This person helps with web design. Maybe coding
, freelance writer/designer - correct answer ✔✔This person has a flexible schedule and a variety of
clients. However, they require tremendous discipline & endless self-promotion
video & broadcast producer/director - correct answer ✔✔This person writes scripts, selects talent, edits,
and other elements of audio and video production
consultant - correct answer ✔✔A number of downsized companies and agencies will pay this person for
skills and contacts they don't have in-house
integrated marketing communications - correct answer ✔✔Consistent brand messaging across both
traditional and non-traditional marketing channels
brand image - correct answer ✔✔Aspect of branding composed by the consumer or anyone who
apprehends the brand. A construction within the consumer's mind.
brand identity - correct answer ✔✔A brand's outward facing elements
The owner of the brand - correct answer ✔✔Who determines a brand's identity?
image, identity - correct answer ✔✔_______ + _______ = a brand's reputation
brand equity - correct answer ✔✔The value of a brand to its owner based upon the positive and
negative experiences of the consumers of the brand
brand identity elements - correct answer ✔✔Brand name, logo, color palate, architecture/interior
design, sounds, trade characters, & uniforms are all examples of _______ .
primary - correct answer ✔✔Research you do on your own. Trying to get information out of your target
market.
secondary - correct answer ✔✔Research that has already been done and is published
answered to pass
Golden Age of creativity - correct answer ✔✔Period from 1950-1970 thought of as an advertising
creative revolution
Shift from focus on product to brand, twisted conventional thinking, used new design elements - correct
answer ✔✔What three changes made the ads in the Golden Age of Creativity so revolutionary?
copywriter/art director - correct answer ✔✔The creatives. Write copy and design the ads
management/creative director - correct answer ✔✔This position requires lots of responsibility. Sets the
creative tone and pace of the agency. Involves more personnel management than creative talent.
account manager - correct answer ✔✔This person works with the clients and creatives, acts as a
mediator.
account planner - correct answer ✔✔This person does research and acts as a conduit between the
account manager, creative team, & consumer
promotions director - correct answer ✔✔This person develops sales promotions, special events,
sponsorships, specialty marketing displays, etc.
public relations writer - correct answer ✔✔This person writes news releases. May produce video news
releases, or schedule events & press conferences
internal advertising department rep - correct answer ✔✔This position is not in an agency. Handles
promotional activities not covered by the ad agency
web/interactive expert - correct answer ✔✔This person helps with web design. Maybe coding
, freelance writer/designer - correct answer ✔✔This person has a flexible schedule and a variety of
clients. However, they require tremendous discipline & endless self-promotion
video & broadcast producer/director - correct answer ✔✔This person writes scripts, selects talent, edits,
and other elements of audio and video production
consultant - correct answer ✔✔A number of downsized companies and agencies will pay this person for
skills and contacts they don't have in-house
integrated marketing communications - correct answer ✔✔Consistent brand messaging across both
traditional and non-traditional marketing channels
brand image - correct answer ✔✔Aspect of branding composed by the consumer or anyone who
apprehends the brand. A construction within the consumer's mind.
brand identity - correct answer ✔✔A brand's outward facing elements
The owner of the brand - correct answer ✔✔Who determines a brand's identity?
image, identity - correct answer ✔✔_______ + _______ = a brand's reputation
brand equity - correct answer ✔✔The value of a brand to its owner based upon the positive and
negative experiences of the consumers of the brand
brand identity elements - correct answer ✔✔Brand name, logo, color palate, architecture/interior
design, sounds, trade characters, & uniforms are all examples of _______ .
primary - correct answer ✔✔Research you do on your own. Trying to get information out of your target
market.
secondary - correct answer ✔✔Research that has already been done and is published
