13-11. Describe the steps in developing an advertising campaign. What is a creative brief? What is meant

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13-11. Describe the steps in developing an advertising campaign.

What is a creative brief? What is meant by the appeal, execution format, tonality, and creative tactics used in an ad campaign?

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Marketing Real People Real Choices

ISBN: 9780135209929,9780135209912

10th Edition

Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

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