Scenario 11-2 You are the creative director at a Milwaukee ad agency. Today, you

Question

Scenario 11-2 You are the creative director at a Milwaukee ad agency. Today, yourcopywriters are presenting you with their ideas for several thirty-second radio spots for theCity of Milwaukee Tourism Bureau. The Bureau wants to feature its own informationcenter and tours, city museums, art galleries, concerts, festivals, and special events. Whenthey are ready, the best ideas will be taken to the marketing director, of the City ofMilwaukee, for review and approval.

Before the copywriters present, you want to familiarize yourself with the details of the campaign once again. You review a copy of the creative brief because you know it:

contains the best ideas used by competitors of the client.

is the channel that will carry the ad campaign’s message to the public.

represents the unique thought behind the ad campaign.

lists the rules, restrictions, and limitations for the ad campaign as dictated by the client.

contains the best ideas used by competitors of the client.

is the channel that will carry the ad campaign’s message to the public.

represents the unique thought behind the ad campaign.

lists the rules, restrictions, and limitations for the ad campaign as dictated by the client.

Explanation / Answer

The creative brief is reviewed once again because it:

lists the rules, restrictions, and limitations for the ad campaign as dictated by the client.

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