1. What is a creative brief and what role does it play in the development of an advertising campaign?

2. Ad campaigns should have focus and aim toward an overall goal. Identify and briefly explain three specific goals a campaign may try to achieve.

3. What is the difference between a key benefit statement and a support claims statement?

4. Briefly explain the following creative execution terms:

a. Testimonial and endorsement

b. Tagline and slogan

5. What are the essential differences among media objectives, media strategies, and media execution?

6. What is the difference among a profile-matching strategy, a shotgun strategy, and a rifle strategy? What media are best suited for each strategy?

7. What role does CPM play in media selection? How is it calculated?

8. What is behavioral targeting and how is it applied in online marketing communications programs?

9. Explain the following terms as they relate to online advertising:

a. Ad impressions

b. Clicks

c. Ad click rate

d. Visits

10. Briefly explain the following email advertising terms:

a. Permission-based email

b. Sponsored email

c. Opt-in list

d. spam