ENADE Publicidade E Propaganda Practice Questions - ENADE Publicidade E Propaganda - Exame Nacional De Desempenho Dos Estudantes Exam

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An account planner at a major advertising agency in São Paulo is drafting a creative brief for an electric SUV launch. The client supplied a 60-page business document containing technical specs, pricing tables, and corporate history. To transform this commercial brief into an actionable Creative Brief that inspires the creative team (copywriter and art director), the planner must prioritize:

Transcribing all 60 pages into a comprehensive legal annex so that creatives can ensure full regulatory compliance across every regional media market and municipality. Drafting a complete storyboard, script, and technical shot list before consulting the creative department to eliminate any artistic ambiguity or production cost overruns. Focusing exclusively on corporate shareholder financial expectations, EBITDA margins, and raw return-on-equity targets to guide visual tone and aesthetic composition decisions. A distilled single-minded proposition (SMP) grounded in a profound consumer insight, supported by clear reasons to believe (RTB) and mandatory guidelines.

Correct Answer:

A distilled single-minded proposition (SMP) grounded in a profound consumer insight, supported by clear reasons to believe (RTB) and mandatory guidelines.

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