The proposition or selling idea component of a creative brief describes the single-minded thought that the communication will bring to life in a provocative way.

Question

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The statement is true. The proposition or selling idea is a key component of a creative brief, which explains the main thought or message that the advertising or marketing communication intends to convey to the target audience. The selling idea is usually a single-minded concept that is unique, relevant, and compelling, and it should inspire creative teams to develop a creative execution that brings the idea to life in a distinctive and engaging way.

The Proposition or Selling Idea Component of a Creative Brief