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Question
In essence, a creative brief is a(n):a. informal contract depicting the responsibilities of the creative team.
b. set of guidelines to get the creative group moving in the right direction.
c. solution to the primary problem of the ad campaign.
d. list of results to be expected from the ad campaign.
Answer
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.