Question 18 (2 points) Your creative team has come up with a solid message for your campaign to encourage college students to vote, but your team is struggling with the Big Idea. Which of the following best describes how the message relates to the Big Idea? Big Ideas are the result of random brainstorming by the creative team to come up with effective messaging. The Big Idea is the creative concept that most effectively delivers the message to the consumer. The Big Idea was a phrase used in the advertising of the early 1940's to describe differentiation. Campaign messages are crafted by the client, while the Big Idea relies on consumer input. Question 19 (2 points) You have a new client without much money to spend, and you are considering different new media that could be efficient for your client, including paid search and influencer marketing. Which of the following best describes these options? Paid search relies on engagement with digital display, while influencer marketing is an owned medium controlled by the brand. O Influencer marketing uses paid search to deliver promotional offers to consumers. Like other below-the-line strategies, paid search and influencer marketing offer consumers an opportunity to save money Paid search relies on buying key phrases that consumers will likely use when Googling a topic, while influencer marketing leverages the social media followings of celebrities and thought leaders