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True or False
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1
A benefit-selling strategy appeals to the consumers' head or cognitive path rather than their heart or emotional path.
A)True
B)False
2
The first task the MC account planner should do in developing a message strategy brief is determining the MC objectives.
A)True
B)False
3
Linda is working on a MC idea that will motivate her target audience to respond. She is working on a brainstorm.
A)True
B)False
4
The "voice of the customer" in an agency is the value manager.
A)True
B)False
5
Value is a feature.
A)True
B)False
6
In marketing communications ROI means relevance, originality, and impact.
A)True
B)False
7
Finding the creative concept that will bring a strategy to life is called concepting
A)True
B)False
8
The big idea in selling strategy is almost always a complex idea communicated in a simple way.
A)True
B)False
9
An idea that has "legs" can be used in multiple markets, media, and versions
A)True
B)False
10
In the creative process bouncing from one thought to another in free association is vertical thinking.
A)True
B)False
11
In the insight stage of the creative process the team searches for key verbal or visual concepts to communicate.
A)True
B)False





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