Name and Describe the Nine Components of the Communication Brief

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The Answer is The communication brief includes the following components:
(1) Problem-What's the problem that communication can solve?
(2) Target Audience-Who do we want to speak to?
(3) Consumer Insight-What motivates the target? What are the major truths about the target's relationship to the product category or brand?
(4) Brand Imperatives- What are the important features? What's the point of competitive advantage? What's the brand's position relative to competition? What are the brand essence, brand personality, and image?
(5) Communication Objectives-What do we want them to do in response to our message?
(6) The Proposition or Selling Idea-What is the single thought that the communication will bring to life in a provocative way?
(7) Support-What is the reason to believe the proposition?
(8) Creative direction-How can we best stimulate the desired response? How can we best say it?
(9) Media imperatives-Where and when should we say it?

Name and Describe the Nine Components of the Communication Brief

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Name and Describe the Nine Components of the Communication Brief

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