ADV 318J Exam 3 UPDATED ACTUAL
QUESTIONS AND CORRECT ANSWERS
Behavioral Segmentation includes all of the following except:
a. Media use
b. Geographic location
c. Product use
d. Financial/credit behavior
e. Needs/benefits - CORRECT ANSWER Geographic location
In the process of audience segmentation, an advertisers' best prospects are identified based on
three elements. Which of the following is correct?
a. Identifiable needs. Problems or values, accessibility through media, profit potentials
b. Accessibility through event marketing, identifiable characteristics, preference for media
c. Profit potential, identifiable consumption pattern, accessibility through media
c. Accessibility through social media, identifiable consumption pattern, preference for media
d. Targeting, demographics, psychographics - CORRECT ANSWER Identifiable needs.
Problems or values, accessibility through media, profit potentials
We discussed three components in terms of creative strategy execution. Which of the
following best describes those components?
a. Humor, attitude, attention
b. Humor, fear, action
c. Appeal, attitude, attention
d. Appeal, attention, behavior
e. Appeal, attitude, action - CORRECT ANSWER Appeal, attitude, action
T/F: The fastest growing segment on the internet are the "under-15s" - CORRECT
ANSWER False
, The Brain Reserve and Trendwatching are NY based marketing consulting firms that
specialize in identifying and applying trends which would be most useful for:
a. Analyzing the one-to-one model
b. Demographic segmentation
c. Seeking new customers
d. Maintaining current customers
e. None of the above - CORRECT ANSWER Seeking new customers
The advertising agency most well known for their use of characteristics as brand
representatives was:
a. Ogilvy & Mather
b. Tracy-Locke
c. GSDM
d. The Richards Group
e. None of the above - CORRECT ANSWER None of the above
T/F: Surprisingly Americans spend more in restaurants than in grocery stores - CORRECT
ANSWER True
When asked what he looks for in creative people, Bill Bernbach said he looks most for:
a. Wild thoughts
b. The understanding of the IBC process
c. Artistic skills
d. Writing skills
e. None of the above - CORRECT ANSWER None of the above
Which of the following would not be answered by the Creative Brief?
a. Who is the prospect?
b. What is the key fact?
c. What do we want our prospect to do?
QUESTIONS AND CORRECT ANSWERS
Behavioral Segmentation includes all of the following except:
a. Media use
b. Geographic location
c. Product use
d. Financial/credit behavior
e. Needs/benefits - CORRECT ANSWER Geographic location
In the process of audience segmentation, an advertisers' best prospects are identified based on
three elements. Which of the following is correct?
a. Identifiable needs. Problems or values, accessibility through media, profit potentials
b. Accessibility through event marketing, identifiable characteristics, preference for media
c. Profit potential, identifiable consumption pattern, accessibility through media
c. Accessibility through social media, identifiable consumption pattern, preference for media
d. Targeting, demographics, psychographics - CORRECT ANSWER Identifiable needs.
Problems or values, accessibility through media, profit potentials
We discussed three components in terms of creative strategy execution. Which of the
following best describes those components?
a. Humor, attitude, attention
b. Humor, fear, action
c. Appeal, attitude, attention
d. Appeal, attention, behavior
e. Appeal, attitude, action - CORRECT ANSWER Appeal, attitude, action
T/F: The fastest growing segment on the internet are the "under-15s" - CORRECT
ANSWER False
, The Brain Reserve and Trendwatching are NY based marketing consulting firms that
specialize in identifying and applying trends which would be most useful for:
a. Analyzing the one-to-one model
b. Demographic segmentation
c. Seeking new customers
d. Maintaining current customers
e. None of the above - CORRECT ANSWER Seeking new customers
The advertising agency most well known for their use of characteristics as brand
representatives was:
a. Ogilvy & Mather
b. Tracy-Locke
c. GSDM
d. The Richards Group
e. None of the above - CORRECT ANSWER None of the above
T/F: Surprisingly Americans spend more in restaurants than in grocery stores - CORRECT
ANSWER True
When asked what he looks for in creative people, Bill Bernbach said he looks most for:
a. Wild thoughts
b. The understanding of the IBC process
c. Artistic skills
d. Writing skills
e. None of the above - CORRECT ANSWER None of the above
Which of the following would not be answered by the Creative Brief?
a. Who is the prospect?
b. What is the key fact?
c. What do we want our prospect to do?
