Chapter 2A Seven-Step Method for Developing a Creative Concept
Key Terms
- analytic steps
- axiom
- behavioral objective
- communication objective
- communication problem
- communication strategy
- content
- copy platform
- creative concept
- demographics
- ethos, an appeal to
- ethical values
- first-person plural
- first-person singular
- Friedmann’s first law of media communication
- Friedmann’s second law of media communication
- informational objective
- logos, an appeal to reason and argument
- meta-writing
- motivational objective
- pathos, an appeal to emotion
- present tense
- psychographics
- public policy problem
- seven-step method ...
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