A creative brief is a document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client.
a. True
b. False
Indicate whether the statement is true or false
Question 2Polk's Sausage wants to develop a promotion that will enhance and reinforce this brand's image. Name and describe consumer promotions that are appropriate for achieving this objective.
Question 3Research with television commercials has identified a structured, well-defined hierarchy of impressions that includes seven major types of advertising impressions.
a. True
b. False
Indicate whether the statement is true or false
Question 4Compare and contrast price-off promotions and bonus packs.
Question 5Consumers often remember little else except the brand being advertised.
a. True
b. False
Indicate whether the statement is true or false
Question 6Assume that you are the marketing director for a computer parts manufacturer that wants to use rebates as a promotional tool. Explain what rebate fraud is and how you would possibly control this problem.
Question 7A value proposition is the essence of a message and the reward to the consumer for investing his or her time attending an advertisement.
a. True
b. False
Indicate whether the statement is true or false
Question 8Define what a premium is, and name and describe the four types of premiums.
Question 9Creative ads share two required features: novelty and humor.
a. True
b. False
Indicate whether the statement is true or false
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