MEJO 137 Ad UPDATED Actual Exam Questions and CORRECT Answers
11 views 0 purchase
Module
MEJO 137
Institution
MEJO 137
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...
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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller MGRADES. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for £6.50. You're not tied to anything after your purchase.
