MEJO 137 Ad Exam Questions With Correct
Answers
Creative Brief - answerA 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 ...
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
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.
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 or Stuvia-credit 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 Brightstars. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $10.49. You're not tied to anything after your purchase.
