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Creativity is a big part of this step. There has to be combination of what to say and how to say it in the end meeting the desired objectives. Art directors, copywriters, photographers play a major role in this step.
Forth step of the advertising process is to Pretest what add will say. The purpose of this step is to try to minimize mistakes. It can be done be testing the reactions before add is placed for truth function. Research has to be done to be sure that product’s market, consumers and competitors are correctly defined. Copy testing is done in this step, to measure how effective add is...
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