The copywriter, excited about working on the new Pepsi commercial, described a new idea he thought would work. The brand manager responded by saying that the copywriter was jumping the gun since the first step in developing an advertising campaign is to set creative objectives. Is the brand manager's opinion true or false?

Question

Quizplus · Accepted Answer

The brand manager is correct; setting creative objectives is typically the first step in developing an advertising campaign to ensure alignment with the brand's goals and target audience.

The Copywriter, Excited About Working on the New Pepsi Commercial