SESSION #8: CRITIQUING A CREATIVE BRIEF 131 2. in terms of length, a creative brief is usually a. one page b. two pages c. three pages d. four pages 3. Advertising and public relations agencies use creative briefs because a. It builds team camaraderie b. It increases the probability that work is on strategy c. It ensures that the idea will be approved by the client d. It speeds up the process of developing creative 4. Regarding the marketing section of the creative brief, the account manager should consider a. The 3Rs b. The 4Ps of marketing c. The 4Cs of marketing d. The 16Cs of marketing 5. Regarding the communication goal section of the creative brief, the account manager should consider a. If the goal is measurable b. If the goal is deliverable C. If the goal is strategic d. If the goal is actionable 6. Regarding the target audience section of the creative brief, the account man ager should ensure that it contains a. Demographic data b. Psychographic data c. Useful consumer insights d. All of the above 7. Regarding the executional considerations section of the creative brief the 8. Regarding the motivating support points section of the creative brief, the ac- THE ACCOUNT MANAGEMENT WORKSHOP 132 account manager should consider a. If it is realistic b. If it is comprehensive C. The specific medium being used d. All of the above count manager should consider a. The relevance of the support points to the key insight b. The media being used c. The number of supporting points d. The communications objective 9. Considering the many "Hats" worn by an accomplished account manager, of the four below, which one is most relevant to properly critiquing a creative brief? a. Psychic b. Janitor c. Strategist d. Reporter 10. Considering the many "Traits" of an accomplished account manager, of the four below, which one is most relevant to the ability to improve the work of account planners? a. Is creative in their own right b. Is a team player C. A good strategic thinker d. Good personal style