Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy?
A)creative brief
B)positioning statement
C)message objective
D)unique selling proposition
E)perceptual map

Question

Quizplus · Accepted Answer

A creative brief is prepared by the account planner and summarizes the basic marketing and advertising strategy. A positioning statement is a concise statement that summarizes the unique selling proposition (USP) and the overall brand positioning. A message objective is a specific goal for a particular advertising message. A unique selling proposition (USP) is a statement that highlights the distinctive benefits of a product or service. A perceptual map is a visual representation of how consumers perceive different brands or products in a particular market. While all of these may be used in creating a marketing and advertising strategy, the creative brief is specifically designed to summarize the basic strategy.

Which of the Following Is Prepared by the Account Planner