In a Creative Brief, the Message Theme Is The

question 132

Multiple Choice

In a creative brief, the message theme is the:

• A)rationale behind a unique selling point.
• B)benefit or promise the advertiser wants to convey.
• C)written or verbal component of the ad.
• D)information provided in the ad to support the key idea.

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Definitions:

Julian Rotter

An American psychologist known for his work in social learning theory and the development of the concept of locus of control.

Reinforcement Value

Refers to the attractiveness or desirability of a reward that makes an action more appealing to an individual or increases the likelihood of a particular response in behaviorism.

Type B Personality

A personality type characterized by lower levels of stress, a relaxed approach to life, and patience, contrasting with Type A personality.

Coronary Heart Disease

A cardiovascular condition characterized by the narrowing of the coronary arteries, leading to a decreased blood supply to the heart muscle.