Which of the following statements is true of the use of creativity in an advertising campaign?
A)Because most advertising is unique, creativity is not enough to break through the clutter.
B)Creative advertising always has a positive impact on sales.
C)Creative advertising that lacks flexibility and artistic value may have a greater impact on the target audience than advertising that is flexibile and artistic.
D)The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy.
E)The users of creative advertising must avoid using big ideas and unique selling propositions in their advertising campaigns.

Question

Quizplus · Accepted Answer

Understanding the creative strategy is important for everyone involved in the promotional planning process, from the copywriter to the media planner. This ensures that the advertising campaign is cohesive and effectively delivers the intended message. Option A is incorrect because creativity can help break through clutter, but it's not always enough on its own. Option B is incorrect because creative advertising may not always directly impact sales. Option C is incorrect because advertising that lacks flexibility and artistic value is unlikely to have a greater impact on the target audience than advertising that is flexible and artistic. Option E is incorrect because big ideas and unique selling propositions can be effective in advertising campaigns, but they need to be executed creatively and tailored to the target audience.

Which of the Following Statements Is True of the Use