In which section of a typical campaign plan are key consumer insights, the selling premise, and the big idea detailed?

Question

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Key consumer insights, selling premise, and the big idea are typically detailed in the message strategy section of a campaign plan. This section outlines the core message that the campaign will convey to consumers and the key insights that informed that message. It also includes the selling premise, which is the overarching idea that the campaign is built around, as well as the big idea, which is the creative expression of that selling premise.

In Which Section of a Typical Campaign Plan Are Key