Question 34 (2 points)

Why is the consumer insight the most important part of the creative brief?

Question 34 options:

	It provides the key benefit the product offers
	It defines the legal requirements of an ad
	It often reveals the consumer truth that motivates the target audience
	It is easily observable by marketers

Question 35 (2 points)

An ad headline for Shell gasoline states: "Makes your engine run like new." The style that best describes this headline is_____________

Question 35 options:

	Benefit headline
	Provocative headline
	Question headline
	News headline