In Response to the Shift Towards Greater Testing and Research

question 12

Multiple Choice

In response to the shift towards greater testing and research of creative ideas,creatives have:

• A) shifted more time to account executive responsibilities
• B) developed marketing research capabilities
• C) used focus groups to critique their creative work prior to presenting it to clients
• D) moved into the role of director, splitting time developing ads and producing ads.

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Definitions:

Passionate

Showing or caused by strong feelings or a strong belief.

Jealous

Feeling or showing an envious resentment of someone or their achievements, possessions, or perceived advantages.

Excitement

A state of heightened arousal and enthusiastic anticipation towards an event or activity.

Despondent

Feeling or showing extreme discouragement, dejection, or depression.