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AC111-Chpt 12

creative team
copywriters and art directors working in a team
creative concept
the unique creative thought behind a campaign that is turned into ads
the process of expressing the values and benefits a brand has to offer via verbal or written descriptions
creative plan
a guideline used during the copywriting process to specify the message elements that must be coordinated during the preparation of copy
leading sentence of an ad that gains attention and can convince the consumer
shot-by-shot depicting the visual scenes and cop that will be used in a tv ad
short phrase that helps establish an image, identity, or position for a brand or an organization