On the long flight back from south korea, aaron had plenty of time to reflect upon the challenges of his business trip that took him to four asian countries. his goal to sell his company's state-of-the-art bicycle pump to several foreign firms certainly could have gone better. although the 10 companies he visited didn't turn him down, only one agreed to place an order. representatives from one indonesian firm and two chinese firms asked him when he planned to come again! as aaron reviewed his memories and notes, he pondered, "didn't they realize the expense of these international trips? " aaron is experiencing:

Suppose someone wants to sell a piece of land for cash. the selling of a piece of land represents turning

Match the various steps in the creative process undertaken by the ad agency for developing the campaign for wpu, to the steps in young's model of the creative process. creative process in developing wpu's campaignyoung's modelafter intensive analysis of the data and several rounds of brainstorming, the agency executives decided to take a break from this project (the wpu campaign), and instead work on a different client's project before tackling the wpu project again. using a combination of animatics and storyboards, the ad agency conducted research with a representative sample of sixty target consumers to pretest the campaign theme and the creative execution. during a brainstorming session in the creative department, a copywriter's suggestion for a slogan for wpu was recognized as an excellent central idea that could drive the campaign for wpu. the account planning, account management and creative departments at the ad agency had a series of meetings and brainstorming sessions to discuss the creative brief and the results of all the primary and secondary research done with the target consumers. the account planning and the account management groups at the ad agency conducted primary research with a representative sample of the target segment and also studied secondary research data to gain insights required for the campaign development process.

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