In the Creative Process, the Big Idea

question 36

Multiple Choice

In the creative process, the big idea:

• A) joins the product benefit with the consumer desire in a recognizable, familiar way.
• B) allows the audience to stop, look, and listen if they find the ad interesting.
• C) is almost never expressed through a combination of art and copy.
• D) describes the direction the message should take.
• E) is defined as a bold, creative initiative.

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Definitions:

Clinical Interview

A method used by psychologists to gather information about a person's mental health and functioning through a structured conversation.

Internal Reliability

A measure of the consistency of the results delivered by items of a test that are intended to measure the same concept.

Discriminant Validity

The extent to which a measurement instrument is not related to variables from which it is theoretically supposed to differ.

Repressive Coper

A coping strategy characterized by the avoidance of directly addressing or acknowledging stressors and emotions.