Poor creative executions are more a matter of structure than talent according to John Sweeney, a former creative director. He offered all of the following pieces of advice as strategies to ensure good creative work EXCEPT:
a. insist promotional messages are varied
b. expect creative staff to try new ideas
c. reward ideas consistent with the advertising vision
d. allow flexibility for creative ideas to unfold
Question 2
Advertising is the only marcom tool that can effectively use signs in the creation of messages.
Indicate whether the statement is true or false