Tone & manner – describe the personality, and characteristics the creative should take on (examples.

Topic: I will be going to advertising with TV ads and with Online ads on Facebook/YouTube
Positioning Statement/Customer Takeaway – what should the customer think or feel after seeing your advertising?
Tone & Manner – describe the personality, and characteristics the creative should take on (examples. funny, sarcastic, idealistic, ????)
Execution Guidelines – describe anything the agency needs to be aware of for this campaign (legal information, other?)
Timing and Budget


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