A creative strategy should contain

Multiple Choice

• the advertising objective.

• deadlines for broadcast media.

• the media in which the ad will appear.

• specific information on budget allocations.

• the size of the ads to be used in print media.

Tylenol Rapid Release tablets have laser-drilled holes to rapidly release its medicine to get rid of pain fast. A commercial dramatically shows the medicine quickly being released from the tablet when it is dropped into water. In the creative pyramid, this most likely relates to the ________ step.

Multiple Choice

• credibility

• action

• attention

• awareness

• desire

The creative team wanted to sell the client, a discount retailer, on sponsoring a major, local event. They sold the idea by convincing executives that this sponsorship would generate plenty of buzz, something the retailer wanted. The creative team was playing the role of the

Multiple Choice

• Explorer.

• Evaluator.

• Warrior.

• Judge.

• Artist.