In my last blog post, I shared the first 15 questions from the DMA Creative Certification Course, which I recently developed.
Here, as promised, are the answers.
1. What should be the goal of creative work?
d. it should make people respond
2. What’s the first question to ask of any direct mail package, print ad, e-mail or press release?
c. Does it have a big idea?
3. How many main messages should be included in your creative work?
a. one
4. You should always make your customers and prospects look good – and not put them down.
True ___
5. It’s a good idea to encourage people to spend more time with your direct mail, website or other communications.
True ___
6. You need to develop a good brief or Creative Strategy Form to get good creative work
True ___
7. Direct marketing has to work harder than other forms of advertising because:
d. it has to get people to act
8. How can you increase credibility in your direct marketing?
(a. use specific facts)
(b. use numbers and lists)
(c. use testimonials from customers)
d. All of the above
9. How important is the offer in direct marketing?
c. critical to it’s success
10. You should give creative teams at least one month to develop effective concepts.
False ___
11. How can you add value to your direct mail package?
(a. add information that helps people)
(b. add tips or advice)
(c. add a recipe)
(d. add something to make them smile)
e. Any of the above
12. How can you add urgency?
c. give the offer a deadline – “respond by” date
13. People are more motivated by the fear of loss, than by the prospect of gain.
True ___
14. The more targeted a direct mail package is – the more effective it will be.
True ___
15. In general, the direct mail format that produces the highest response is:
c. box or dimensional mailing
Did you get them all right? Most of them? Do you disagree with or would you like more information on any of the answers? Just e-mail me at arosenspan@aol.com
