In the creative brief used by Leo Burnett,a(n)_____ refers to a brief description of the evidence that backs up the product promise.

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. A support statement refers to a brief description of the evidence that backs up the product promise.

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