1. for an ad to be ________ it must be pertinent to the audience at a particular moment in time and work within the context in which audience members will encounter it.

2. A_______ goal usually has a number attached to it.

Following is the list of the words for Section two-Fill in the Blanks:

• human
• touchpoint
• brand
• measurable
• brand position
• understandable
• cool
• take an action
• brand awareness
• relevant
• interested,committed,invested