Chapter One Lecture Notes The Visual and Verbal Message is Grounded in Research There are two basic types of research: 1. Qualitative. 2. Quantitative. The Marketing Plan is the Client’s Business Plan 1. The marketing plan organizes and analyzes the overall environment in which the brand will be seen and used. 2. Before any creative executions are undertaken, the client or marketer must first determine what they want to do—financially, strategically, and competitively. 3. It identifies the current market conditions by looking at any internal and external factors that could affect a brand’s success. Creative Brief: The Creative Plan of Attack 1. The creative brief, also known as a copy platform, creative work plan, creative plan, or copy strategy, is the next step in the evolution of the marketing plan. 2. A small informative internal document. 3. Created by Account Management for the Creative Team. The brief serves as a road map for idea generation and visual/verbal developmen