A(n) ___ is a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
a. executional framework
b. creative message strategy
c. benefit
d. attribute
e. unique selling proposition
ANSWER: e
A(n) ___ is a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
a. executional framework
b. creative message strategy
c. benefit
d. attribute
e. unique selling proposition
ANSWER: e