Final answer:
The last step in the creative decision-making process is evaluating the campaign's effectiveness, which entails analyzing various performance metrics to determine the success of the campaign, following implementation and execution.
option a is the correct
Step-by-step explanation:
The last step in the process of creative decisions, particularly when it comes to designing an advertising campaign, involves evaluating the campaign's effectiveness. Once a campaign has been executed, the final and crucial phase is to assess how well it performed against the desired objectives.
This can involve analyzing metrics such as sales figures, brand recognition, or other key performance indicators relevant to the campaign goals. For instance, if you were developing an advertisement for Bliss Soda using a central route of persuasion, you would focus on creating a message with logical arguments or substantial information that could influence the audience who are motivated and able to process the information.
In contrast, an ad using a peripheral route of persuasion would aim at non-rational cues like attractiveness or status, much like the use of an attractive model in a car commercial to make the car appear more desirable. Preventing groupthink and ensuring varied perspectives by seeking outside opinions contributes to a more robust decision-making process.
This diversity of opinions can lead to better outcomes than if the group were to make decisions in isolation. Importantly, the chosen concept should be rigorously tested and evaluated to identify any design weaknesses or areas for improvement, and if necessary, the design is then refined to better meet the criteria and constraints.