The creative aspect of advertising design a is

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the creative aspect of advertising design: A. is everythi ng. B. will determine pretesting and posttesting options. C. dictates tracking alternatives. D. should not overshadow the message. E. should always include coupons. Although creative execution can be an excellent tool for attracting attention to an advertisement, the creative aspect should not overshadow the message. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 17-01 Describe the steps in designing and executing an advertising campaign. Topic: Create Advertisements 90. (p. 366) The execution style of an advertising message must: The execution style and the type of medium will affect each other; in addition, the execution style should be appropriate for the campaign objectives. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 17-01 Describe the steps in designing and executing an advertising campaign. Topic: Create Advertisements 91. (p. 366) Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that the ad execution style needs to:
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All of these are goals to strive for in the execution of the ad. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 17-01 Describe the steps in designing and executing an advertising campaign. Topic: Create Advertisements 92. (p. 366) Jennifer has worked for many years reviewing and approving print ads for his firm. She has memorized a checklist of key points to review. Which of the following would NOT be on her checklist? The headline, body copy, branding, and background are key elements of an advertisement. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 17-01 Describe the steps in designing and executing an advertising campaign. Topic: Create Advertisements 93. (p. 367) The effectiveness of an advertising campaign: A. depends on the objectives. B. can be influenced by competitors' actions. C. needs to be assessed before, during, and after the cam D. is influenced by changes in the economy. E. all of these. All of these can influence campaign effectiveness. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 17-01 Describe the steps in designing and executing an advertising campaign. Topic: Assess Impact Using Marketing Metrics
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94. (p. 367) Marketers __________ an advertising campaign in order to ensure that the various elements of the campaign will work in an integrated fashion and do what they are intended to do.
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