The Argument by Famous Advertising Copywriter David Ogilvy That "What

question 23

Multiple Choice

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests that:

• A)advertising appeal is more important than the way it is executed.
• B)advertising execution is more important than the appeal.
• C)advertising appeals and executions are equally important.
• D)advertising execution is more important than message content.
• E)the product is more important than the creative appeal.

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Definitions:

Comprehensive Income

The total change in equity for a business enterprise during a period from transactions and other events from non-owner sources, including all revenues, gains, expenses, and losses.

Net Income

The profit of a company after all expenses and taxes have been subtracted from total revenue.

Depreciation

The systematic allocation of the cost of a tangible asset over its useful life, reflecting the decrease in value due to wear and tear, aging, or obsolescence.

EAC Method

Equivalent Annual Cost Method, a decision-making tool used for evaluating the cost-effectiveness of projects with differing lifespans.