An important part of creative strategy is determining the central theme that will become the major selling idea of the ad campaign. As A. Jerome Jeweler states in his book Creative Strategy in Advertising:
The major selling idea should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience. Once you determine this message, be certain you can live with it; be sure it stands strong enough to remain the central issue in every ad and commercial in the
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