PART 1

 

1. What are general typographic design concerns?

2. What are five things from the chapter to keep in mind if you want to increase the chance of a campaign resonating with an audience?

3. Give an example of an advertising campaign you believe follows the 5 things well. Explain why

 

PART 2

 

1.  What is a brand story and a brand promise?  Why is it important in advertising?

2. Give an example of a brand story and promise that stands out to you

3. Why is a "theme" important in advertising?