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The Creative Brief

Horizontales
Used to communicate the strategy to the creative department.
Statement that describes what the campaign is to accomplish.
Another term agencies use to refer to creative brief.
Appeal directed at consumers need for product/service.
Statement that provides evidence that back up the products promise.
The proof companies offer to support its claims.
Verticales
Statement of advertising tone or long-term character of the brand.
Appeal directed at consumers social/symbolic needs.
Some companys use this word to describe the creative brief.
The prospect in terms of behavioristic, geographic, demographic, or phsycographic qualities.