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:

Statistically Significant

Indicating that the probability of an observed difference or relationship occurring by chance is low, typically below a predefined threshold of significance.

Random Chance

The occurrence of events without any predictable order or pattern, often used to describe outcomes in statistical events or experiments.

Likert Scale

A psychometric scale commonly involved in research that employs questionnaires, used to represent people's attitudes, opinions, or perceptions quantitatively.

Personality Questionnaire

A psychological assessment tool used to evaluate the personality traits and characteristics of an individual.