1-Creative strategy solves problems and problem solving demands creative thinking.

True

False

2-Lectures and dramas are generally the best strategic format. Agencies should only rarely employ any other strategic format.

True

False

3-Which of the following is NOT one of the steps in the classic approach to creative strategy ideation?

Copy testing

Immersion

Ideation

Brainfog

4- Which of the following statements surrounding creativity are correct? Select all that apply.

Having the courage to take risks and try something new is required for creativity

The artists, i.e. art directors and copy writers, arent the only creative people in the agency

Creativity is simple and doesnt demand effort to find a new idea

Creativity isnt needed for an existing campaign. Its only needed if the client wants to reposition the brand

5-Strong brands are known for one thing. Which of the factors below is NOT used to locate a position for a brand?

Location

Superiority

Usage

Value

6-Which of the following is the best definition of a brand?

A brand is an integrated perception that includes fragments of information, feelings, and personal experience, all of which come together to give the brand meaning

A brand is comprised of its logo, brand colors and font.

A brand is how the consumers define the product in comparison to its competitors

A brand only exists for physical products and services; not for ideas or non-profit organizations

7-A brand communication plan seeks to match the right audience to the right message. It does not involve media choices; they are covered in the media plan.

True

False

8-For advertising and marketing communication managers, the most important part of the marketing plan is the discussion of the brand strategy. Why?

It gives direction to the strategy for all brand communication programs

It helps the manager focus narrowly on the target market and brand position without being encumbered by the other 3 of the 4Ps.

It includes decisions about product design and performance, pricing, and distribution, which are needed in planning brand campaigns.

It indicates which media the manager must use.

9-Embedding social responsibility principles in the corporate mission, business plans, and operations imbues the brand image with integrity.

True

False

10-Which is the correct definition of Strategic (or Account or Brand) Planning at an agency?

The process of identifying a problem that can be solved with communication and then coming up with a great idea that solves the problem

The process of understanding the clients corporate objectives and then developing the corresponding marketing objectives for the client.

The process of taking a creative brief and developing ideas for advertisements based on the brief

All of the above are correct