The Art of Client Service by Robert Solomon
Author:Robert Solomon
Language: eng
Format: epub
ISBN: 9781119228288
Publisher: Wiley
Published: 2016-04-04T00:00:00+00:00
Creative Strategy
Account Name Specific Assignment Name Job Number Date
Key Fact
A one- or two-sentence distillation of the current consumer marketing situation or environment.
What consumer problem must the advertising solve?
A precise definition, written from the consumer perspective, not the client perspective.
What is the objective of the advertising?
This flows from the definition of the consumer problem.
What is the most important benefit, promise, or offer?
Must be strong enough to overcome the problem and meet the objective.
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