The "Softer Side of Sears" and Dr Pepper's "Just What

Multiple Choice

The "Softer Side of Sears" and Dr Pepper's "Just What the Doctor Ordered" advertising campaign themes are examples of:

A) universal selling propositions (USPs)
B) big ideas that have been the basis for effective advertising campaigns
C) inherent drama approaches to developing big ideas
D) big ideas for ad campaigns that did not last very long
E) creative platforms that support products in the pioneering stage of their product life cycles