Which of the following statements is true about the use of creativity in an advertising campaign?

A. Because most advertising is creative, creativity is not enough to break through the clutter.

B. Creative advertising always has a positive impact on sales.

C. Creative advertising that is not relevant to the target audience may have a greater impact than advertising that is relevant.

D. The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking.

E. Users of creative advertising can avoid using big ideas and unique selling propositions in their advertising campaigns.

Answer:D. The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking.

Explanation:An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. Advertising campaigns appear in different media across a specific time frame. The critical part of making an advertising campaign is determining a campaign theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.