The Advertising Support Component of the Creative Brief Includes

question 59

Multiple Choice

The advertising support component of the creative brief includes:

• A)media selection and media buys.
• B)the creative brief's constraint component.
• C)the nature of the advertising appeal.
• D)the facts which substantiate a unique selling point.

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Definitions:

Decay Theory

A theory of forgetting that proposes that memories may fade or erode over time in the absence of rehearsal or usage.

Sensory Memory

The very first system in memory, in which raw information from the senses is held for a very brief period of time.

Short-Term Memory

The capacity for holding a small amount of information in mind in an active, readily available state for a short period of time.

Prefrontal Cortex

A region of the brain located at the front of the frontal lobes, associated with complex behaviors, decision making, and moderating social behavior.