In the creative brief used by Leo Burnett,_____ refer to short-term emotional descriptions of the advertising strategy.

Name: In the creative brief used by Leo Burnett,_____ refer to short-term emotional descriptions of the advertising strategy.
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Question

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Procter & Gamble and Leo Burnett use a simple creative brief with three parts: objective statement, support statement, tone or brand character statement. Tone statements are short-term emotional descriptions of the advertising strategy.

In the Creative Brief Used by Leo Burnett,_____ Refer to Short-Term