The Task of Developing the Creative Concept or "Big Idea

question 21

Multiple Choice

The task of developing the creative concept or "big idea" belongs to the

• A) client and creative director
• B) media planner, account executive and copywriter
• C) marketing manager and copywriter
• D) copywriter alone
• E) copywriter, art director and creative director

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Definitions:

Calvin Cycle

A biochemical process in plants, algae, and cyanobacteria which converts carbon dioxide and water into organic compounds, especially sugars, using ATP and NADPH produced in photosynthesis.

Glucose

An elementary sugar that is critical for energy production in living things and is included in a wide range of carbohydrates.

Fructose

A simple sugar (monosaccharide) that is naturally found in fruits, honey, and some vegetables, known for being a part of sucrose (table sugar).

Photoheterotrophs

Organisms that obtain their energy from sunlight but rely on organic compounds from the environment as their carbon source.