{ "form": [ { "box": [ 95, 154, 183, 171 ], "text": "SPECIFICS", "label": "header", "words": [ { "box": [ 95, 154, 183, 171 ], "text": "SPECIFICS" } ], "linking": [ [ 0, 9 ], [ 0, 10 ], [ 0, 12 ], [ 0, 13 ], [ 0, 14 ], [ 0, 1 ], [ 0, 2 ], [ 0, 18 ], [ 0, 17 ], [ 0, 16 ], [ 0, 15 ] ], "id": 0 }, { "box": [ 223, 264, 291, 281 ], "text": "Execution:", "label": "question", "words": [ { "box": [ 223, 264, 291, 281 ], "text": "Execution:" } ], "linking": [ [ 0, 1 ] ], "id": 1 }, { "box": [ 387, 260, 441, 278 ], "text": "Media:", "label": "question", "words": [ { "box": [ 387, 260, 441, 278 ], "text": "Media:" } ], "linking": [ [ 0, 2 ] ], "id": 2 }, { "box": [ 89, 300, 185, 314 ], "text": "OBJECTIVE", "label": "header", "words": [ { "box": [ 89, 300, 185, 314 ], "text": "OBJECTIVE" } ], "linking": [ [ 3, 19 ], [ 3, 41 ], [ 3, 40 ], [ 3, 39 ], [ 3, 38 ], [ 3, 34 ], [ 3, 35 ], [ 3, 36 ], [ 3, 37 ], [ 3, 31 ], [ 3, 32 ], [ 3, 33 ], [ 3, 28 ], [ 3, 29 ] ], "id": 3 }, { "box": [ 103, 439, 171, 454 ], "text": "TARGET", "label": "header", "words": [ { "box": [ 103, 439, 171, 454 ], "text": "TARGET" } ], "linking": [ [ 4, 20 ] ], "id": 4 }, { "box": [ 95, 549, 211, 564 ], "text": "COMMUNICATION", "label": "header", "words": [ { "box": [ 95, 549, 211, 564 ], "text": "COMMUNICATION" } ], "linking": [ [ 5, 21 ], [ 5, 22 ], [ 5, 23 ], [ 5, 24 ] ], "id": 5 }, { "box": [ 211, 546, 278, 566 ], "text": "PLATFORM", "label": "header", "words": [ { "box": [ 211, 546, 278, 566 ], "text": "PLATFORM" } ], "linking": [], "id": 6 }, { "box": [ 524, 866, 549, 968 ], "text": "86079776", "label": "other", "words": [ { "box": [ 524, 866, 549, 968 ], "text": "86079776" } ], "linking": [], "id": 7 }, { "text": "CREATIVE INPUT DOCUMENT", "box": [ 68, 99, 391, 133 ], "linking": [], "label": "header", "words": [ { "text": "CREATIVE", "box": [ 68, 101, 183, 133 ] }, { "text": "INPUT", "box": [ 183, 99, 258, 133 ] }, { "text": "DOCUMENT", "box": [ 257, 101, 391, 132 ] } ], "id": 8 }, { "text": "Date/ Time:", "box": [ 68, 180, 153, 201 ], "linking": [ [ 9, 11 ], [ 0, 9 ] ], "label": "question", "words": [ { "text": "Date/", "box": [ 68, 180, 113, 200 ] }, { "text": "Time:", "box": [ 112, 180, 153, 201 ] } ], "id": 9 }, { "text": "Prepared By:", "box": [ 68, 201, 165, 222 ], "linking": [ [ 0, 10 ] ], "label": "question", "words": [ { "text": "Prepared", "box": [ 68, 201, 141, 219 ] }, { "text": "By:", "box": [ 141, 201, 165, 222 ] } ], "id": 10 }, { "text": "10/30/98 1:46 PM", "box": [ 180, 183, 285, 198 ], "linking": [ [ 9, 11 ] ], "label": "answer", "words": [ { "text": "10/30/98", "box": [ 180, 183, 230, 198 ] }, { "text": "1:46", "box": [ 235, 183, 262, 198 ] }, { "text": "PM", "box": [ 260, 183, 285, 198 ] } ], "id": 11 }, { "text": "Milestone Presentation Date:", "box": [ 70, 219, 285, 242 ], "linking": [ [ 0, 12 ] ], "label": "question", "words": [ { "text": "Milestone", "box": [ 70, 222, 144, 242 ] }, { "text": "Presentation", "box": [ 147, 221, 245, 241 ] }, { "text": "Date:", "box": [ 246, 219, 285, 239 ] } ], "id": 12 }, { "text": "Estimated Creative Budget:", "box": [ 68, 242, 271, 262 ], "linking": [ [ 0, 13 ] ], "label": "question", "words": [ { "text": "Estimated", "box": [ 68, 243, 146, 261 ] }, { "text": "Creative", "box": [ 147, 242, 211, 262 ] }, { "text": "Budget:", "box": [ 212, 242, 271, 260 ] } ], "id": 13 }, { "text": "Concept:", "box": [ 70, 264, 129, 282 ], "linking": [ [ 0, 14 ] ], "label": "question", "words": [ { "text": "Concept:", "box": [ 70, 264, 129, 282 ] } ], "id": 14 }, { "text": "Client Name:", "box": [ 388, 177, 484, 197 ], "linking": [ [ 0, 15 ] ], "label": "question", "words": [ { "text": "Client", "box": [ 388, 179, 437, 197 ] }, { "text": "Name:", "box": [ 437, 177, 484, 197 ] } ], "id": 15 }, { "text": "Matter Number:", "box": [ 388, 198, 504, 218 ], "linking": [ [ 0, 16 ] ], "label": "question", "words": [ { "text": "Matter", "box": [ 388, 200, 441, 217 ] }, { "text": "Number:", "box": [ 441, 198, 504, 218 ] } ], "id": 16 }, { "text": "Project Title:", "box": [ 387, 218, 485, 239 ], "linking": [ [ 0, 17 ] ], "label": "question", "words": [ { "text": "Project", "box": [ 387, 219, 446, 239 ] }, { "text": "Title:", "box": [ 446, 218, 485, 236 ] } ], "id": 17 }, { "text": "Est. Production Budget:", "box": [ 388, 237, 561, 257 ], "linking": [ [ 0, 18 ] ], "label": "question", "words": [ { "text": "Est.", "box": [ 388, 240, 416, 257 ] }, { "text": "Production", "box": [ 418, 240, 500, 257 ] }, { "text": "Budget:", "box": [ 501, 237, 561, 257 ] } ], "id": 18 }, { "text": "Why are we advertising? What do we plan to achieve?", "box": [ 68, 324, 255, 357 ], "linking": [ [ 3, 19 ], [ 19, 30 ] ], "label": "header", "words": [ { "text": "Why", "box": [ 68, 325, 103, 345 ] }, { "text": "are", "box": [ 103, 325, 132, 345 ] }, { "text": "we", "box": [ 133, 327, 155, 342 ] }, { "text": "advertising?", "box": [ 156, 324, 255, 342 ] }, { "text": "What", "box": [ 70, 344, 94, 357 ] }, { "text": "do", "box": [ 94, 345, 107, 356 ] }, { "text": "we", "box": [ 109, 345, 120, 356 ] }, { "text": "plan", "box": [ 122, 344, 144, 357 ] }, { "text": "to", "box": [ 141, 345, 151, 356 ] }, { "text": "achieve?", "box": [ 154, 342, 193, 356 ] } ], "id": 19 }, { "text": "To whom are we talking? Who is the primary target? Is there a secondary target? What is their relationship to the brand what do they currently think about it?", "box": [ 73, 462, 647, 496 ], "linking": [ [ 4, 20 ] ], "label": "question", "words": [ { "text": "To", "box": [ 73, 464, 95, 484 ] }, { "text": "whom", "box": [ 96, 465, 142, 483 ] }, { "text": "are", "box": [ 142, 465, 170, 482 ] }, { "text": "we", "box": [ 172, 466, 193, 483 ] }, { "text": "talking?", "box": [ 196, 462, 260, 482 ] }, { "text": "Who", "box": [ 74, 483, 94, 494 ] }, { "text": "is", "box": [ 94, 483, 105, 493 ] }, { "text": "the", "box": [ 105, 485, 120, 495 ] }, { "text": "primary", "box": [ 120, 485, 155, 496 ] }, { "text": "target?", "box": [ 155, 483, 189, 494 ] }, { "text": "Is", "box": [ 189, 483, 197, 493 ] }, { "text": "there", "box": [ 197, 483, 221, 493 ] }, { "text": "a", "box": [ 222, 483, 229, 494 ] }, { "text": "secondary", "box": [ 229, 483, 275, 493 ] }, { "text": "target?", "box": [ 275, 483, 309, 494 ] }, { "text": "What", "box": [ 309, 482, 334, 495 ] }, { "text": "is", "box": [ 334, 482, 342, 493 ] }, { "text": "their", "box": [ 342, 482, 364, 492 ] }, { "text": "relationship", "box": [ 365, 480, 414, 493 ] }, { "text": "to", "box": [ 413, 482, 426, 493 ] }, { "text": "the", "box": [ 425, 480, 443, 490 ] }, { "text": "brand", "box": [ 441, 480, 470, 491 ] }, { "text": "", "box": [ 471, 482, 491, 490 ] }, { "text": "what", "box": [ 490, 482, 512, 492 ] }, { "text": "do", "box": [ 513, 479, 526, 492 ] }, { "text": "they", "box": [ 525, 480, 546, 493 ] }, { "text": "currently", "box": [ 545, 480, 586, 493 ] }, { "text": "think", "box": [ 585, 479, 607, 492 ] }, { "text": "about", "box": [ 608, 480, 633, 491 ] }, { "text": "it?", "box": [ 634, 478, 647, 492 ] } ], "id": 20 }, { "text": "What is the single most important message/idea we are trying to communicate? What is the unique selling position that will help us achieve our advertising goal? Are there any secondary messages?", "box": [ 74, 570, 669, 607 ], "linking": [ [ 5, 21 ] ], "label": "question", "words": [ { "text": "What", "box": [ 74, 575, 116, 593 ] }, { "text": "is", "box": [ 117, 577, 132, 595 ] }, { "text": "the", "box": [ 134, 577, 163, 591 ] }, { "text": "single", "box": [ 162, 574, 208, 592 ] }, { "text": "most", "box": [ 211, 575, 252, 592 ] }, { "text": "important", "box": [ 253, 573, 328, 593 ] }, { "text": "message/idea", "box": [ 328, 574, 437, 591 ] }, { "text": "we", "box": [ 437, 574, 462, 591 ] }, { "text": "are", "box": [ 461, 574, 488, 589 ] }, { "text": "trying", "box": [ 490, 571, 536, 591 ] }, { "text": "to", "box": [ 536, 574, 554, 588 ] }, { "text": "communicate?", "box": [ 556, 570, 669, 590 ] }, { "text": "What", "box": [ 75, 594, 97, 605 ] }, { "text": "is", "box": [ 98, 594, 108, 604 ] }, { "text": "the", "box": [ 109, 594, 123, 604 ] }, { "text": "unique", "box": [ 124, 594, 153, 607 ] }, { "text": "selling", "box": [ 155, 594, 183, 605 ] }, { "text": "position", "box": [ 184, 592, 218, 606 ] }, { "text": "that", "box": [ 221, 591, 241, 605 ] }, { "text": "will", "box": [ 240, 591, 254, 604 ] }, { "text": "help", "box": [ 256, 591, 274, 604 ] }, { "text": "us", "box": [ 275, 594, 288, 605 ] }, { "text": "achieve", "box": [ 288, 594, 323, 605 ] }, { "text": "our", "box": [ 323, 592, 340, 603 ] }, { "text": "advertising", "box": [ 342, 591, 388, 604 ] }, { "text": "goal?", "box": [ 390, 591, 412, 605 ] }, { "text": "Are", "box": [ 415, 591, 432, 604 ] }, { "text": "there", "box": [ 432, 591, 456, 604 ] }, { "text": "any", "box": [ 457, 592, 472, 603 ] }, { "text": "secondary", "box": [ 475, 591, 520, 604 ] }, { "text": "messages?", "box": [ 521, 589, 570, 603 ] } ], "id": 21 }, { "text": "What is the key benefit to the target? What's in it for the reader?", "box": [ 74, 638, 350, 671 ], "linking": [ [ 5, 22 ] ], "label": "question", "words": [ { "text": "What", "box": [ 75, 640, 118, 658 ] }, { "text": "is", "box": [ 116, 638, 133, 658 ] }, { "text": "the", "box": [ 133, 641, 162, 658 ] }, { "text": "key", "box": [ 161, 638, 190, 658 ] }, { "text": "benefit", "box": [ 191, 638, 248, 658 ] }, { "text": "to", "box": [ 247, 638, 264, 658 ] }, { "text": "the", "box": [ 267, 640, 291, 658 ] }, { "text": "target?", "box": [ 293, 640, 350, 658 ] }, { "text": "What's", "box": [ 74, 659, 106, 669 ] }, { "text": "in", "box": [ 105, 658, 116, 671 ] }, { "text": "it", "box": [ 115, 658, 123, 671 ] }, { "text": "for", "box": [ 124, 659, 135, 669 ] }, { "text": "the", "box": [ 135, 658, 153, 669 ] }, { "text": "reader?", "box": [ 152, 656, 187, 669 ] } ], "id": 22 }, { "text": "Is there an offer/call to action? What are we offering the target to persuade him/her to act now? (A premium, sweepstakes, limited-time offer, free information, or something else?", "box": [ 74, 703, 674, 736 ], "linking": [ [ 5, 23 ] ], "label": "question", "words": [ { "text": "Is", "box": [ 75, 703, 92, 723 ] }, { "text": "there", "box": [ 94, 705, 136, 723 ] }, { "text": "an", "box": [ 135, 705, 157, 722 ] }, { "text": "offer/call", "box": [ 158, 704, 232, 724 ] }, { "text": "to", "box": [ 233, 704, 248, 722 ] }, { "text": "action?", "box": [ 251, 704, 310, 722 ] }, { "text": "What", "box": [ 74, 723, 98, 734 ] }, { "text": "are", "box": [ 98, 723, 115, 734 ] }, { "text": "we", "box": [ 115, 722, 128, 733 ] }, { "text": "offering", "box": [ 130, 722, 162, 736 ] }, { "text": "the", "box": [ 162, 722, 176, 733 ] }, { "text": "target", "box": [ 177, 723, 202, 734 ] }, { "text": "to", "box": [ 203, 723, 213, 734 ] }, { "text": "persuade", "box": [ 214, 722, 256, 733 ] }, { "text": "him/her", "box": [ 254, 722, 288, 733 ] }, { "text": "to", "box": [ 288, 723, 298, 731 ] }, { "text": "act", "box": [ 299, 722, 312, 732 ] }, { "text": "now?", "box": [ 314, 721, 338, 734 ] }, { "text": "(A", "box": [ 338, 719, 351, 734 ] }, { "text": "premium,", "box": [ 351, 721, 390, 732 ] }, { "text": "sweepstakes,", "box": [ 391, 721, 448, 734 ] }, { "text": "limited-time", "box": [ 448, 718, 500, 733 ] }, { "text": "offer,", "box": [ 500, 721, 524, 732 ] }, { "text": "free", "box": [ 524, 719, 542, 732 ] }, { "text": "information,", "box": [ 541, 719, 593, 730 ] }, { "text": "or", "box": [ 594, 721, 605, 731 ] }, { "text": "something", "box": [ 603, 719, 649, 730 ] }, { "text": "else?", "box": [ 649, 719, 674, 730 ] } ], "id": 23 }, { "text": "What would we like our target to think? What would our target say after being exposed to our program?", "box": [ 75, 765, 366, 799 ], "linking": [ [ 5, 24 ] ], "label": "question", "words": [ { "text": "What", "box": [ 75, 767, 116, 788 ] }, { "text": "would", "box": [ 117, 770, 164, 785 ] }, { "text": "we", "box": [ 165, 770, 189, 787 ] }, { "text": "like", "box": [ 189, 768, 220, 785 ] }, { "text": "our", "box": [ 219, 768, 248, 785 ] }, { "text": "target", "box": [ 250, 767, 296, 787 ] }, { "text": "to", "box": [ 297, 767, 314, 784 ] }, { "text": "think?", "box": [ 314, 765, 366, 786 ] }, { "text": "What", "box": [ 75, 786, 99, 797 ] }, { "text": "would", "box": [ 99, 786, 126, 799 ] }, { "text": "our", "box": [ 126, 789, 143, 799 ] }, { "text": "target", "box": [ 142, 786, 169, 797 ] }, { "text": "say", "box": [ 170, 788, 184, 798 ] }, { "text": "after", "box": [ 187, 786, 207, 797 ] }, { "text": "being", "box": [ 208, 786, 233, 799 ] }, { "text": "exposed", "box": [ 235, 786, 273, 799 ] }, { "text": "to", "box": [ 272, 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