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MEJO 137 Ad UPDATED Actual Exam Questions and CORRECT Answers
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MEJO 137 Ad UPDATED Actual Exam Questions and CORRECT Answers Creative Brief - CORRECT 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 app...

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  • September 16, 2024
  • 9
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers

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  • mejo 137 ad
  • mejo 137
  • mejo

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MEJO 137 Ad UPDATED Actual Exam
Questions and CORRECT Answers
Creative Brief - CORRECT 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 - CORRECT 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 - CORRECT ANSWER- ✔✔Uses the creative brief



Who creates the creative brief - CORRECT ANSWER- ✔✔Account manager in close contact
with the client. (Strategy and account team)


SMIT - CORRECT ANSWER- ✔✔single most important thing that goes inside the creative
brief. The one thing the campaign aims to get across.


RFP - CORRECT ANSWER- ✔✔Request for proposal. Sent out by client to agencies before
an ad campaign begins


Consumer Insights - CORRECT 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 - CORRECT 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 - CORRECT ANSWER- ✔✔Started when organizations had
to convince the audience their product was the best in its category


unique selling proposition - CORRECT 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 - CORRECT ANSWER- ✔✔Brand Explosion



The Wall - CORRECT ANSWER- ✔✔Personal perceptual filter



Creative Revolution - CORRECT ANSWER- ✔✔The way you say it. Brands no longer had
to embarrass themselves to sell a product.


Positioning - CORRECT ANSWER- ✔✔Consumer's perception of the product. the real estate
in a person's mind


Generous Brand - CORRECT 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 - CORRECT 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 - CORRECT 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 - CORRECT ANSWER- ✔✔encompasses the cultural objects of aesthetic
value, which a society collectively esteem as exemplary art.


Low Culture - CORRECT ANSWER- ✔✔forms of popular culture that have mass appeal

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