The
work
begins
with
the
____________________
brief
which
____________________
the
message
theme
of
the
advertisement
as
well
as
any
other
pertinent
information
.
The
first
principle
of
advertising
effectiveness
is
____________________
consistency
,
and
helps
the
viewer
move
the
advertising
message
from
short
-
term
memory
to
long
-
term
memory
.
The
third
principle
of
advertising
effectiveness
refers
to
establishing
that
the
advertisement
may
change
,
but
the
visual
imagery
remains
the
same
,
and
its
called
____________________
-
taglines
.
Consisted
positioning
is
when
the
firm
emphasizes
____________________
in
every
ad
,
it
becomes
easier
to
tie
the
producto
into
the
consumers
cognitive
map
than
if
the
firm
stresses
quality
in
some
ads
and
price
in
others
.
In
business
-
to
-
business
,
____________________
is
one
of
the
key
principles
of
effective
advertising
.
It's
important
to
have
an
____________________
selling
point
,
remembering
that
an
advertisement
should
sell
a
product's
____________________
as
much
as
the
product
itself
.
Development
of
the
____________________
point
is
usually
undertaken
after
the
creative
begins
work
on
the
advertising
.
An
effective
advertisement
accomplishes
the
____________________
desired
by
the
client
.
