Shortly After Your Agency Agrees to Create a New Campaign

question 67

Multiple Choice

Shortly after your agency agrees to create a new campaign for a well-known instant coffee, a creative brief needs to be put together.Why is a creative brief so important?

• A)It pulls together initial ideas for copy, visuals, media, and overall concept from various team members.
• B)It acts as the checkbook and the balance sheet to keep expenses on track.
• C)It gets the creative team started with a list of suggested ideas from the client.
• D)It is produced based on brainstorming by all agency and client staff involved in the campaign.

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Definitions:

Attention-Getting Device

A technique or element used to capture and hold an audience's focus.

Credibility

The quality of being trusted and believed in; the reliability and authority of a source or individual.

Preview of the Message

An initial overview or brief insight into the content or main points of a message before it is fully engaged with.

Approach

A method or way of dealing with a problem or task.