Which component of a communication brief states the single-minded thought that the communication will bring to life in a provocative way?

Question

Quizplus · Accepted Answer

The proposition or selling idea is the component of a communication brief that states the single-minded thought that the communication will bring to life in a provocative way. It is the central concept of the communication and serves as a guide for the development of creative executions.

Which Component of a Communication Brief States the Single-Minded Thought