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Marketing background Competitive frame Product Advertising/ Communication objectives Target audience (consumer insight) Promise (consumer benefit) Tone and manner Proposition CLIENT BRIEF
Marketing background Category condition Main competitor Purchasing behavior New player New behavior New trend New challenges
Competitive frame ,[object Object],[object Object],[object Object]
PRODUCT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communication objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer ,[object Object],[object Object],[object Object],[object Object]
Tone and manner- karakter penyampaian ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Proposition ,[object Object],[object Object],[object Object]

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Creative Brief

  • 1. Marketing background Competitive frame Product Advertising/ Communication objectives Target audience (consumer insight) Promise (consumer benefit) Tone and manner Proposition CLIENT BRIEF
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