1. How does the creative team use the creative brief? Explain in detail.

2. Define the “creative team” members. What is their job?

3. Explain why the visual approach depends on the target audience.

4. What are the five elements that make up an ad? Define each.

5. What determines an ad’s visual and verbal persona?

6. How many typefaces should be used in an ad? Why?

7. What are the five visual options available to art directors? How is each suited to varied mediums?

8. What are the emotions associated with color? How can they be used to advertise varied products or services?