Fill in the Blanks 7.4 Creating An AdvertisementOnline version Branding BLDG 2.2 Advertising by Laura Herlinda Hernandez Arrese 1 leverage creative objectives benefits repeated simplicity visual identifiable outlines quality 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 .
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