COMMUNICATION OBJECTIVE - LET'S GET IT RIGHT

For crying out loud, let's get it right! What are we talking about? The "communication objective" that's found in everyone's creative brief. That's what we're talking about. And, it's worth talking about, again. It is an essential element to a strategically sound creative brief. Unless we get this right it is unlikely we will get the target and key thought (benefit promise) right. And if we don't get the strategy right then - you've got it, the communications are unlikely to make a difference in your marketing.

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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a hand-held link and a pdf version to allow your preferred method of viewing. Note:  Depending upon the configuration of your particular computer, it may be necessary for you to copy and paste the address into your browser.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

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The DISPATCHES^TM for March 3, 2013 can be found here:
http://www.bdn-intl.com/CommObj-LetsGetItRight.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=449

It is also available in PDF here:
http://www.bdn-intl.com/uploads/CommObj-LetsGetItRight.pdf