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广告战略 15-4 Plan a Message Strategy General message to Be communicated to customers Develop a Message Focus on Customer Benefits Creative Concept “ Big Idea” Visualization or Phrase Advertising Appeal Com bination of both Meaningful Believable Distinctive 商务策划学院2002商务策划学院 2002 广告 15-4 Plan a Message Strategy General Message to Be Communicated to Customers 广告战略 Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both Advertising Appeals Meaningful Believable Distinctive
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