Which of the following is true of attention,the first step of the creative pyramid?
A) It involves carrying the prospective customer to the heart of the message.
B) It involves establishing credibility for claims about the product or service.
C) It involves encouraging prospects to picture themselves enjoying the benefits of the product or service.
D) It involves breaking through consumers' physiological screens.
E) It involves making it easy for people to act, sometimes through either a toll-free phone number or an attractive Web site.

Question

Quizplus · Accepted Answer

A product message is a stimulus. It must break through consumers' physiological screens to create the kind of attention that leads to perception. Attention, therefore, is the first objective of any campaign and the fundamental building block in the creative pyramid.

Which of the Following Is True of Attention,the First Step