Question: Many ads agencies use __________________________, a process that involves conducting research and gathering all relevant information about a clients product, brand, and target audiences. Problem

  1. Many ads agencies use __________________________, a process that involves conducting research and gathering all relevant information about a clients product, brand, and target audiences.

    Problem detection

    Incubation

    Ethnographic research

    Account planning

2 points

QUESTION 37

  1. One of the two central determinants of advertising creativity is ___________________ which refers to the extent to which an ad contains novel elements.

    Animatic

    Divergence

    Relevance

    Ethnography

2 points

QUESTION 38

  1. Which of the following media has mass coverage, high reach and prestige but low selectivity and high absolute cost?

    Outdoor

    Television

    Direct mail

    Radio

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