- A.Push strategies move product to channel partners through trade promotion; pull strategies create consumer demand that pulls product through the channel.
- B.The two basic media planning metrics — Reach (how many unique people see the ad) and Frequency (how many times the average person sees it) — and the trade-off between them.
- C.A creative-brief document that captures key message, support points, target, tone, and constraints — the contract between the brand team and the creative agency. ✓
- D.A creative-brief document that captures key message, support points, target, tone, and constraints — the contract between the brand team and the creative agency.
Copy Platform is a creative-brief document that captures key message, support points, target, tone, and constraints — the contract between the brand team and the creative agency. The other options describe related but distinct concepts in Promotion & IMC — see the deep-dive guide for the full distinction.
How to think about questions like this
Bad briefs produce bad creative no matter how talented the agency. Questions like this test whether you can distinguish Copy Platform from neighboring concepts. The most common trap is choosing a closely-related concept that sounds similar but applies in a different context.
When you see a definition question on an exam, do two things: (1) translate the question into your own words, then (2) generate the answer in your own words before reading the options. This avoids the cognitive bias of recognizing a familiar phrase as correct just because it is familiar.