1Creative Brief is also known as a
copy platform
copy strategy
creative plan
creative work plan
2A ________ is the next step in the evolution of the marketing plan
Creative Brief
3The creative brief is developed from the __________
client’s marketing plan
4Information from the __________ is used in the __________ to outline the communication plan of attack
marketing plan, creative brief
5An IMC advertising campaign uses the brief to deliver an __________
individualized visual/verbal message
6A small internal document created by the account executive, __________, should dissect the product or service for the creative team
The Creative Brief
7The target audience profile outlines who the key consumer will be. It focuses on
Demographics
Psychographics
Geographics
Behavioristics
8__________ layout what communication efforts need to accomplish
Objectives
9Positioning determines
What the target currently thinks about the product or service. This could be good or bad
10The __________ will be screamed out throughout the visual and verbal message
key consumer benefit
11The __________ job is to directly support the key consumer benefit
support statement's
12__________ is the foundation for both concept development and ultimate creative direction
The Support Statement
13The __________ should reflect the key consumer benefit
tone
14__________ are built around the current campaign and define campaign direction
Taglines
15Taglines last anywhere from __________
90 days to several years
16Psychographics
Looks at what personal characteristics affect lifestyle
17The to types of Key consumer benefits (KBS's):
Think Apple inc. vs Insurance ads
Unique Selling Proposition (USP) and Big Idea
18Who creates the creative breif?
An Account Executive