Author Question: Shortly after an agency agrees to create a new campaign for a well-known instant coffee, a creative ... (Read 40 times)

Jkov05 · **on:** Jun 29, 2018

Shortly after an agency agrees to create a new campaign for a well-known instant coffee, a creative brief needs to be put together. A creative brief is important because it:
a. pulls together initial ideas for copy, visuals, media, and overall concept from various team members.
b. acts as the checkbook and the balance sheet to keep expenses on track.
c. gets the creative team started with a list of suggested ideas from the client.
d. is produced based on brainstorming by all agency and client staff involved in the campaign.

Question 2

Advertisers do not like to handle their own public relations tasks because it requires highly specialized skills and talent not normally found within the company ranks.
a. True
b. False
Indicate whether the statement is true or false