In the creative brief used by Leo Burnett,a(n)_____ refers to a specific,concise description of what the campaign is supposed to accomplish or what problem it is supposed to solve.

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Procter & Gamble and Leo Burnett use a simple creative brief with three parts: an objective statement, a support statement, and a tone or brand character statement. An objective statement is a specific, concise description of what the campaign is supposed to accomplish or what problem it is supposed to solve. The objective statement also includes the name of the brand and a brief, specific description of the target consumer.

In the Creative Brief Used by Leo Burnett,a(n)_____ Refers to a Specific,concise