p4 #acc d*"o>'ax' b_"*"j!"c8"kx'cy` ,Mary ,Wells i:"#aifj nt1dw"k_`k%"k+" my1gu12f>'hw" ,Mc ,Cann-,Erickson k_`k%" k&'e:'q/1/"- s`*'j:"f>'$"m0`k31k_`k%"e+1 r$" 7,American ,Association of ,Advertsing ,Agencies kt`bz' ,,AAAA7 a}" e+`=1ax'2kw'pt'=1ax'f*1d%"33;-3`gu"$1 3`hw"=1v"o/"mu1h$"d>"d!as'i:"i:"d&`d!14" 6"j!"c8"2?'$"3`h&`i:"i:"et'i('k*1jy1o%"2 gv1r("e.`b/'e{'i("ix'p?`d!aqx'q>`2:1o/" k?`a:`i:"py1k+"=1h:"d!ad$'j*":1*`--2 d$"|1az`k!"k_`k%"b_"*"r31d&":1t12a!" au'i:"*'k|"k?'|"c.1t12f>'j.1d{"b_"*"k3" bz1l!`qu'$1c.`k!"o/"h("- d*"*'o/"i:"e.` b/'e{'i("ix'p?`d!aqx'q>` 7a way to sell the product71 d*":"o/"i:"4"6"=1h:"i:1 k*"e+`b/'k_`k%"- kw'pt'=1ax'*"i3'my1e{'i("ix'p?`d!aqx' q>`ks"i:"j!"c8"- j!"c8"i:"$"c!ad>1d%"m(` a&`k+1k3`d!a*'a&`j{`m{"i!"k*"2j!"c8"6`~` f3'c*1o/"c{`m/"d*"2f>'*'a:1i:"s1k+1k3` cw1?`d%"2:1k_`k%"d!am/"d*"ks"i:"{"b_"h%" a:'my1d/" 7,Awareness71 j:"k*'i:"6" 7,Trial71 h$"r("bv`iz'e{'i("- j!"c8"i:" *'a&`j*1m{"d!ai!"k*"2o*"e|'d&"b>1i:"i:1 k*1m/"o{'2bv`iz'b_"*"ey"d!at`k_' 7,Creative insight71 gv1r("e.`b/'s`e{" d!ae{'i("qx'q>`- ru`o/"ey"2a!"o/"i:"*'k!"q0'bx1c31k*1 d!ak3"bz12?'$"k_`k%"oy"q0'}1j~1i:"*'mu1 l!'e81"1f>'+`i:"*'a&`*"i/"2dv"i:"$"c!a{" ey1bz1*'k!"s`e{"d!aj!"c8"2o*"e|'*`i:"i:1 $1ku'k|"- ey1e{'jy1o%"hw"a!"c*`ov"t`a!a a&"{"d!ak81e!"2o%'k9'bv`p?`,bv`p?`ky"az' c*",i:"bx1ky"az'fw"i:",jt1hw"e{'q0"a!` d!af!"ey"- dv"i:"a!"e+'jy1o%"a:`i:"i:" i:12oy"q0'j!"c8"- s`c!ai:"i:1jy1o%"a:'r("2n?1o*"e|'hw" k)'ix"h:"k*`d!at`k_' 7,Insight71 d&"b>1 b/'e?'d!afw"i:"2="="h:"*`s`i!1m!ai:"/" nz1k.'a!"e+'i:"k+1r!1hw"*'j*`2i:`i:"i:1 |`i:"i:1a:'kt's`k}'ct1ey"2g/1r!1k.'f>' mu1h3"s`*"*"d!ah/`r!12:1bv`iz'*'k!"b_" p4 #acd e?'d!aj+`s"i:"j{`m{"d!aqx'q>`- s`*'j:"2s`*'k)'k_`k%"dw"c*`ix'd!a=1 v"gu1~1|"d%"c!a*'k!"k*1i(`d!ak&'h3"2f>' e|'{"o>`l!"r/"d!abv`p?`"1*'a&`k(`i:12j&1 a&"d3'd!ap?`pw1a&'f3'y`:1b/'- =1v"gu1~1 |`m0`k&'a:`d%"l%`c.1k+1k3`2f>'mu1k81d!a h$"r%`d!ae{'i("ov"q>`i:"j.1d{"f>'k|"s` k%'nz1c."k)"a:12o>`a!"k!"bv`p?`d!ac*"*" dx"h3"a&"dt`e4"e*1- f>'mu1l!`*`c*"6"*' j41oz"oz"f{"f{"d!ak(`cw1e~'b}12dv"i:"a!" k!"j!"c8"ks"et`d!ao/"k("k%'my1- |1i:"m0` i/"a:`d%"i!"k*"c!a*'a:'o0'c+"d!am%'2k{" h3";-j.1d%"m%'-22f>'o>`av"m0`k(`d!aix" dz`k(`i:1 8,Chunx0 j~1o/"f('k_'- gv1 r("2k%"e/"k}'a&"2g/1k3`gx"e3`s`d!ak(`d(' b:'c!a ,Chunx k(`i:12n>"m!am%'ks"6`~`m01 s`b/'f(1a:'g:"c!a- a!"a&`j!"c8"t`k_' 7strategic insight7 i:`a!"k!"k_`k%"ot" bz1c!a*'k!"g&1*"k*"*"d!ak_`k%"- ,,AAAA d!acy"*'pt'=1ax'2+`k|`c*"i3' my1j!"c8"d!aa&"{"ey"- i:"mt"ix"k!"a&`p?` pw1i/'jw"i$`k3`k}"f(1d!ak_`k%"2d('e."e{' q0"a!`b}1d>1c0"e:"d!ae4"e*12f>'mu1d!am/" o{'2d('hw"j.1d{"bv`p?`d!ap?`a:1- gv1:1 hw"#1igj nt1dw"h%`j*1,s`*'p?`pw1 ,Del ,Monte q>'av`c!a*'f%"*"|1j*1f>'p?`pw1d!a b_"e?'h3"q>`2:1d>1d%"|`j*1f>'p?`pw1b>'*" r9"d!am/"d*"2a!"ks"i:"j!"c8"t`k_'q>'r$' h3"6"d!ak+1k3`- i(`et'2f>'mu1q>'et"*'ov'e{'q0"a!`/1 q>`qu'ot"k}"f(ai:1p?`d!ap?`a:12|1i:"bv` iz'c!a*'k!"k("e.`2ks"i:"k{"|"e{'q0"a!`- j*1a&'*'e."f*1*"i:"av`et"*'e+'et'm0`d!a d("k)1,qv1j+1rv"i$`m*"f%12=1v"i3'my1a!a ,Del ,Monte i:"6"a!"e+'ky'e~`d!aix"dz` p?`a_'k}":1bz1- a!"k!"j!"c8"q0'bx1k|"s` k{"|"k)"a:12dv"i:"j8'q>1d/1f!"ey"|`j|"$" ey"- cy"7"*'k!"k{"s`kt"d*"d!af*1*"i:"o/"e." e{'q0"a!`av`i:"et'm0`d!ad("k)1|`i$`m*" f%12:1av`i:"*'e+'7"o{`lv"e:"et'm0`d!ai$` k3`2dv"hw" ,Del ,Monte d!at1k!1o{'a=` e)"2a!"e+'d('r$"o0"ds'j*"o/"6"- a!"a&` c*"6"e*"k|"ey"qv`mt"e|"i/"q>`d!aj!"c8"2 d>"d>"d!ahz'j.1c!ak_`k%"e{"c*"- 6"*'j~1+"d!af/1pt"2av`i:"b/'*'k!"s" d>"s"et'm0`d!ai$`m*"f%12a!"k!"i$`m*"f%1 i:"k?'r_1e!"d!a2:1c8"dw"s`r&1g="d!ae!" h!12gx"gu1lv"c!ak81d!aru`r%"b:'- ,Del ,Monte c*"6"b_"e?'d!aj!"c8"2*`=1v"k%"e/" e{'q0"a!`a!"k!"i$`m*"f%1k|"s`i!1m!af{1 kt"2?':1o0"jw`n>"a:"bz1k}"f(12oy"j+`+` e."e{'q0"a!`i3'my1c!a ,Del ,Monte e3`e~` 6"d!ai$`m*"f%1d('o*"e|'q/1r!1a!"k!"k%' o{'a=`- p4 #ace dv"i:"2a!"k!"qx'q>`s`*'k!"="f*12ks"i:" e{'q0"a!`oy"o/"a:'d%"j*1f>'p?`pw1d!ao{' a=`i:"q(`+`i:"a!"m!ak%'2e{'q0"a!`l!`nz1 gu"$1e3`s`d!ap?`pw1d('i:"g/1j:`2a!"a&` qx'q>`ks"ot"bz1*'ov'ey":1m01s`b_"h%"b/' d/1f!"d!ap?`pw1f!"ey"- :1j+`a!"a&`e4"e*1 i:"l!`e.`:1a:'d!a- d*1j8"2hw"*'j~1+"ix" o{`et"a!a*'k!"jv"c*"d!ai$`m*"f%12*'dy" i:"{"k%"e/"3`mu1i$`m*"f%1$"r!1r$"a!"m!a d!ajv"c*"2lv"j*`cw1r%`b:'o nv1d%"k_`k%" gu1ks"e.`o/"b/'j*1f>'d!aqx'q>`m>ao dv"i:"2i:1k*"lv'b/'d!ak_`k%"i:"hw"i$` m*"f%1d!ad*`e)"s`*'rx1k|"s`j!"c8"t`k_' d!ao{'f*133;-g/1k3`n?1nz1a%`b/'a!"k!" i$`m*"f%1d!aj8'dt`2n>"m!an?1d!ao{'a=`ks" k+'k?"3`mu1c!a--2 f&1i:12a!"pt'k_`k%"d!a s"e)"k{`b/"2hw"i$`m*"f%1k}"f(1a%"pt"d!a px1ot'2q/"o{'f*1e+`a!a33;-n?1d$"i$`m*" f%1gu"i:"|"iu'2d$" ,Del ,Monte ks"|"s` c*"--2 r%`d!aj!"c8"s`e)"mt"k*`k!"f!"az'33 #a4 kt`dv'd!a 7,It is simple7 o%'k9' n?1d!al!"r/"hw"n0"2m01s`gu1r$"o/"my1ow1- y'kt`dv'd%"e.";-f>'i:"au'i:1d!a-22;-jy` c*"c?1}"o%`c/"i:"k+"-22;-n?1$"r!1m01s` o+1l!"-22;-3`mu1r$"kz"k)'n/`c*"-2 dz`- #b4 f!"i/'my1j8"d!a 7,It is specific7 au'd$"="f*1d!ar!1e?'2o/"r$"i:`e{'q0"a!` s`fw"d3'd!ajw'j!"2+`o/"r$"cx"q0"i:1kt' k+"i%"*'ov'ey"d!as'dt`- #c4 s`k_`k%"k)"a:1d!a 7,It is advertisable7 ,Del ,Monte b}1d>1c!a*' k!"ru`a&"{"d!ae4"e*1k0`e{'q0"a!`2+`ks" i:"f>'d!as'dt`2a!"k!"s'dt`ks"i:"dx'n?1 mw`c!a ,Del ,Monte i:12n?1dz`|1mw`d%"c!a k%'p?`a:1d!ai/'jw"i$`k3`k}"f(1- #d4 b:1ks`ey"d!a 7,It is durable7 r%` d!aj!"c8"l!`*`6"o/"f&1d!aa:1ey1o{`et"r3" j.1d{"qx'i:":1b&1q/"i:`6"- c*"g/1 ,Del ,Monte k_`k%"a&'2a!"k!"kt`dv'd!ak("e.` l!`*`bv`iz'*'e*"c+"d!ak_`k%"2m0`*'pt'k_` k%"d('av`i:"*'a&`lv"e:"et'm0`d!ai$`k3` r3"i/'jw"2j*1e)"hw"k)'ix"*'d}"=1v"- c*" g/1c/1e=`k_`k%"a&'d!a=1v"i:"="*'d%"=" f*133;-hw"a!"e+'c/1e=`ix"2n?1nz1a%`d%" j8'dt`m>ao-2 a!"e+'c/1e=`lv"j*`cw1d('ru` r%`2dv"=1v"a&'d('a:`b/'f>'mu1d!aj8'dt`- :1dt"i:"k_`k%"pt"l!`*`n&1q/'cw1h3"f$'kt" i3'my12*`hz'k)'k_`k%"d!ab&'k*1c*" 7impact71 n&1q/'av"hw"ft1d*"kt'2a:`a!a n&1h3"/"2oy"pw'i(`bz'hv"a!aa!"j:"i('r3" d!ap?`a:12a&'|1l!`*`r!1r/' ,Del ,Monte d!at1k!1o{'a=`c!a- p4 #acf r%`d!aj!"c8"i:"a:"h3"b/'s'es"k_`k%"r31 d&"d!ad*"*'o/"2:1a!"k!"bz1e|"ku'~1|1d$" i:"bx1jy1i:"s`}1iv"py1k/'- $"c!a{"d$"i:" bx1jy1i:"s`*'jy'b/`d!ac{`k+`2k_`k%"k+"*` ky'q>'av`b/'*'k!"r!1d$"o{` 7checklist71 n>"ks"i:"b_"*"j!"c8"kx'cy` 7,Creative ,Platform7 {*"bz'$1=1v"j!"c8"o 7copy strategy7 m01s`i:"et'a}"e+`j!"c8"2ks"j&1i:"b_"*" k&'h3"e+`h3"2/1*"|1m01s`i:"et'lv"i3'my1 i/'ks"j|"h/`r!1*'o/"h:"ey1b!'- +`e|`n?1 l!`nz1r$"bz1k&'2dv"e.`e.`n?1r9'q0"d!ai:1 kt'- g/1k3`n?1lv"a!ai3'my1i/'cw1h/`r!1 d!ar9"2n?1r$"h/`r!1d!as"r%`s"l7"- b_"*" kx'cy`d!a6"*"i:"33;-ox'a/"n?1b_"h3"k_` k%"2i:`n?1h3"d!akz"r%`2kz"i="bx"2kz"b:1 ks`--2 dx'n?1e."l!"r/"k+`i3'k_`k%"r31d&" k("e.`i:12s`c!aa!"b_"*"kx'cy`d*1j8"ot" c*"d3'c!a2oy"j+`l!`*`c*"6"f>'cw1i3'my1 n?1d('i:"k*'|1l!"r/"d!ac*"*":1h3"m0`*' e."k81j!"- kx'cy`ks"i:"cv1f/12g/1k3`n?1 nz16"e?'d!ai!"k*"oy"j+`k?`iu"d!a*'e412 n>"m!an?1*'dy"l!`*`g&1*"d!ao>`h:"ey1b!' h/`r!1}1bz12oy"j+`o>`f>'mw"b/'j|"- b_"*"kx'cy`d!ak!1i:"s`e|`d3'a&`2dv"d*` e)"d!ak!1i:"i:"o*`k{"e.1e*"2s`c31k*1ey"2 oy"j+`g&1*"4"6"- b_"*"j!"c8"kx'cy`l!`qu' bz1/`k!"o/"qu"33 #a4 k_`k%"m/"o{' 7,Objective7 #b4 m/"o{'i:"fy'a&" 7,Target audience7 #c4 a/`{"e{'q0"a!`c*"*"r3"ix'p?`kw"nt" 7,Key consumer benefit or key concept7 #d4 j*1f>'d!ac*"*" 7,Other usable benefit7 #e4 b_"*"j!"c8"bu1i/" 7,Creative strategy statement7 #h-a k_`k%"m/"o{' b_"*"kx'cy`d!aj*`dt`i:"bu1i/"j!"c8"d!a m/"o{'r3"j*1_"- g/1n?1e*'_"$"*'k!"e?'p?` pw1b_"h%"a:'my1d/";kw`ot"e{'q0"a!`d$" m(`*'p?`pw1d!a?"e.";$1b:1m(`e."bv`p?` d!ak!"ey";e."e{'q0"a!`i3'my1i:`6"m(`e." bv`p?`e3`d!1d%"d!ac*"*";r3"a!`$"c!ai:` *'e."bv`p?`|`j*1f>'ky"az'bv`p?`s`e3`b>' *"2:1h3"e?'d!a,d/1f!"d!ady"$"- /1c="n?1 d!am/"d*"i:"i!1m!a2e|'{"my1j8"j+`}1az` d!ak+"dy"b/'cw12jt'}"o/"l!`6"q/'jt`d!a qx'i:"{g/1$"c!amw" p4 #acg bv`p?`o2*'ov'ey"d!aqx'i:"{g/1i3'my1e{' q0"a!`jw`6"o rv"o/"i:1k*"d!aqx'i:"- +` ks"i:"i3'o>`k_`k%"e3`{"d>1bz1d!am/"o{'|` gu"/"my1j8"d!abu1i/"b/'cw1- #h-b m/"o{'i:"fy'a&" j:`b/"2n?1e|'k+"dy"b/'jt1hw"d$"e."i:" i01- n?1o*"e|'m{1r$"b/'n?1d!ak_`k%"e4" e*1i:"{"b}1d>1k0`n>`e+'gu1- g/1k3`e*'_" b}1d>1k0`m0`*'k!"gu1d!ar9"2ku'ou`ks"i:" cx"q0"ky'c*"|`k?'jt1- c.1r%`d!ak_`k%"a:` j*1_"b}1d>1k0`h$"s`l!`nz1k("mw`bv`p?`d!a k!"gu1- hw"e|`d3'd!ajy1l_"e)"2k_`k%"a/` f&'bx1a:`i:"b}1d>1e4"e*1k0`bv`p?`d!a ;-k%'d/"i:`6"a!`-2 7heavy user71 a!"*' j41gu1h&`i:"o*`*'ov'gu1k("6"kz"d3'd!abv` p?`- au'd$"k%'d/"i:`6"a!`k_`k%"d!as'dt` i:"l!`*`i:`k_`k%"a/`*`k{"i%`d!aky'q0"j|" k+'b/"d%"*'ov'e{'q0"d>"a&"a&'h$"s`k("mw` jt1c*"d!aj41f*`2i:`k_`k%"e{"*"f*1k%'- *'ov':1t12f&'bx1*`gu1l(`f&`k*"f!"ey" 7,Demographics7 cw1m{1r$"m/"o{'d$"e."2 g/1nt1cy1,ey"o+1,e3`d!1,k{"|"i$`a=`,r=' ?'a_"l_",h:`n|`d!ai/"m/",a&`h/1dz`f!"ey" cw1ey1g&1- s`e+'k_`k%"a/`rw1r$"l%`c|"d%" e?'c*`m{1r$"f!"ey" 7,Psychographics7 {s" l!`bz'$1iz'r31ey1fw"f!"ey"o 7,Life style71 +`ks"i:"m/"o{'d$"e."d!ae?'c*` f!"az'- c*"g/1f>'mu1d!ak)"a:1k}'i:"b}1 f&`d!ar3"i:"q0'b}1f&`d!a2i:"q(`a:'b:1e{' q0"a!`a/`*"4"d&"2pt'r%"y1.`i:1p?`2r33r=' jt1f&1k|'- k_`k%"a/`$"c!ae/"js1m(`*'iz' r31ey1fw"e{'q0"a!`h/1j412e|'et'kt`i:"oy" a%`b/'s`n>`e+'o/"f&1d!aiz'r31ey1fw"h/1 j412gv1r("jw1nz1j8"dy"i:"bx1y'kw'hw"n>` c*`- d$"|1k_`k%"d$"e."d!ak+"dy"|`m{1i/"2gu1 l(`f&`k*"f!"ey"|`e?'c*`m{1r$"f!"ey"d(' i:"f&1dz`a&"{"2l!`6"cw1ot"o+1m(`*'c0"o+1 bv`p?`d!ai:`6"a!`|`q0'i:`6"a!`2ky"az'p?` pw1d!ai:`6"a!`2r3"i:"e.'k}'ey1i:"bv`p?` 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k*1g&1cs`bz1a:'qu`"1 k*1g&1h%`jv'?`c{" *',a&"{"o0"ky`i:"i:1 7,Key ,Fact7 ,Tong d!aa/`{"jt1hw"k("mw`a!`2o%'k9' ky'bx1ey"d!ak("mw`a!`|`(`:`ey"d!ak("mw` a!`2d$" ,Tong s`az"mt"d!ak("mw`ey"j|"2 dv"s1|1 ,Tong i:"qu`m<"a_"ey1i:"2j8'q>1 ft'gv1kt"lx',y1.`d!aey1e."2?'j:`dv'e?' f>'i:"q(`$1h%`jv'i:1?`6"d!ar%`?`c{"- :",k_`k%"e3`{"k+`k81d!a="f*1 7,Problems ,Advertising ,Must ,Solve7 ,Tong k|"s`gu1k&'ey1i:"2?'j:`ru`d3' e{'q0"a!`o/"e.'e?"f>'i:"l!`*`dw"f*"cs` bz1~1c{"hw"h%`jv'i:1?`6"d!ar%`?`c{"2kz" a&"{"d!ai:"2*'ov'd('gu"$1f>'i:"o/"kt" lx'2o/"rv1b&'qu"y1.`k)"a:1d!ai:1p?`2d$" k("mw`a!`d!ak)'gu1m01s`r%`b/"- ev',k_`k%"m/"o{' 7,Advertising ,Objective7 e."m/"jt1d!ak("mw`a!`o%`az"r3"e."(` :`k("mw`a!`i$"q/12 ,Tong i:"*'a&`l!`*` dw"f*"cs`bz1~1a:'2hw"h%`jv'?`6"d!aaz"bx1 ?`c{"- ?'j:` ,Tong d$"f>'mu1k)'gu1d!akt" lx's`*"- e:",k+"dy"m/"o{'d$"e." 7,Prospect ,Definition7 - #ah-#dd e$"d!aq/"n|`2k|"s`:"k!"*`ix" #ab e$"*`e)"d!arw1h:a- - m/"jt1k("6"cs`bz1~1c{"r3"j*1f>'k*1 g&1h%`jv'?`c{"qu`d!aq/"n|`- - a!"e+'q/"n|`k|"s`h:"3`qx"gu"d!ae?' c*`jy'e."2j+`b&1ix"j~1$'- f>'mu1k}'e?' k)'gu1d!aq/1c*"2oy"j+`e*'_"k&'y"y1.`d!a ?`c{"k0`j*1k)'gu1- /`,a/`{"ky"az'd$"e." 7,Principal ,Competition7 - a/`{"ky"az'33cs`bz1~1a:' - j:"{"ky"az'33kz"d*'k)"d!ak*1g&1h%` jv'?`c{"qu` cs",bz1n3" 7,Promise7 ,Tong i:"*'a&`m0`$"l!`l(`:1j+`i:"az" dx'd!a?`c{"2gx"n*`d!ak)'gu1h%`jv'i:1?` 6"2f>'l!`ox'a/"n*`ov"t`r%`k}'e?'k)'gu1 oy"k&'y"k)'gu1kt"lx',y1.`d!ak81e!"- p4 #aeb j*',a:'b:1c*`s1 7,Reason ,Why7 - k|"s`b&'qu"y1.`k)"a:1d!a ,Tong1 rv1 s`b&'qu"d!a$1f>'my" ,A |` ,C4 - ,Tong d!al(`$"l!`cy"j~1k)'gu1d('e*` r}'2s1j*1i:"e{`rw1h:a- - ,Tong g&1r3"fw"l&'h&`i/`a:`dy"$1fw" l&'gu1d!a?`c{"- o>',k!1d{"|`j*"qu' 7,Tone and ,Manner74 k_`k%"o*"e|'*`;-j~1$'ey"-2 d!aqx'i:"|` az"i:"j+`t1e/"d!afw"d/"e."m/"o{'d$"e." k+`i3'2*`a:'b:1 ,Tong i:"az"dx',p?`a:1 o%`az"2kt"lx'd!a?`c{"- oy"i:`k_`k%"o*" e|'nz1o{`d>1b/' ,Tong |`fw"l&'h&`i/`a:' kt'd!act1k+1k}'e*"- ks`,et"a:"f{1kt" 7,Constraint ,Agreement7 - mw"l!"i:1p?`k&'e:'|`a/`k}`k*'k}'d>1 bz1e+1*"2o/"l!`d$"ft'gv1d!ak3`a:'h3"r$` ox"ey"2jy'i:"ey"d!aey1g&1- p4 #aec c*":"33 ,F &,G r9'*"c*`p?`dt"d!ae?'bv` p?` 8,Thoughtful thing0 *',a/`{"bv`p?`c*"*" 7,Principal product ,Benefits7 ,A4 h$"a&"{"d!as'dt` 7,The ,Big ,Adventage7 #a4 d/1f!"d!as'dt` 7,Exclusive points7 - ey'j*1ft'a%"bx1y1+" - r9'*"a}'k)'a/"dt"q/1/" #b4 b>'*"ey"s'dt` 7,Differentiating ,Points7 - dt"~1g!"e?'bz1lu`d!ak+'dw" - ix'p?`h/`r!1{ix'p?`a&`c0"d3'o - d*"dt`k)' ,B4 j:"{"d!as'dt` 7,Secondary ,Advantages7 #a4 m0`a&`bv`p?`s`ru`d3'."i:"l!`k&'e~` h!1 #b4 /"b%'e3`a:1{k)"a:1k%'|1k)"k!1o #c4 b>'r9'i(`*"k)' :",k_`k%"m/"o{' 7,Ad ,Objectives7 ,A4 b/'j*1qv`y" 7,Initial ,Response7 #a4 #ge`0 d!am/"o{'e{'q0"a!`a:'e{`ou` bv`p?` #b4 j/"i:`#cj`0 d!am/"o{'e{'q0"a!`cw1 dt"c*`- ,B4 r("j*1qv`y" 7,Future ,Response7 #a4 #ajj`0 d!am/"o{'e{'q0"a!`d('a:'e{` ou`bv`p?` #b4 hw"ev'k!"8"n0"2i:`#ge`0 d!aet"s` k/"l!"hw"d/"cw1dt"- ev',o{`et"k*"j{` 7,Execution ,Tacties7 ,A4 k*'ou`e{'i("a/`f*1 7,Basic ,Selling ,Theme7 "1gu"r!1e*"e?'f*`f+' d!agu1d('r$"e~`h!1 8,Thoughtful ,Things0 h3"$1dw"o{`k}'e?'d!ac*`p?`- ,B4 |`=1o{`et" 7,Verbal ,Approach7 "1=1v"a&'o*"e|'i3'my1$"r!1{"e~`h!1dw"o{` p4 #aed f*`f+'k}'e?'d!ac*`p?`a:'c*`s1- ,C4 i:"k81o{`et" 7,Visual ,Approach7 hw"f/1v"r3"r9"mt"o/"qu"y'kw'c*"6"*'a&` jy1ky"2o{`et"b/'*'k!"hw"e*"e?'j+`f*`f+' d!ae?'jy1e)"2?'j:`e~`h!1c!aa!"a&`dw"o{` k}'e?'d!ac*`p?`- p4 #aee &b_"*"b_'"1i:1c*"#aby 3`mu1g/1r!1c>'e)"c!a;-f>'-2o hw"y'k31p<`q/"iz"my1d!a;->"c>'dw"f!" nt1a31k*"-2 7,Araldite ,Glue7 jz1hw"*' ks`o>':"nt1d%"*'ks`o>'e:"nt1a:'kt'2c*"6" *'e*"c+"d!aa%'pw1k_`k%"2k.'j*1bv`p?`d!a f!"ey"o{`et"d!ac?1c*1k?"a:"- dx'*'ks`o>':"nt12;->"c>'dw"f!"-2 nt1 a31k*"d!ar/"7"a%'pw1k_`k%"b/'et"c=1d=' k+'f(1i:12c*"l!"?`j*`i!"r$"d>"a&"d!ak_` qv"a/"m/"2e|`d3'o%"a:`k*1j*1f>'d>"a&"b}1 o<"m01f*`2ky"e.'o%"d%"j:`*'e*"k|"r9"o{` et"d!aa%'pw1k_`k%"- a!"o/"b!'h:aet'nt1 dy"hw"k?'i/`k)"ix"2gv1r("hw"s1a%'pw1i:' k&'ix'*`c31e:'k.'k/"dy"a!aj*"b!'d!af+` k)"e3`hw"a%'pw1ix"2h%"bz1j*"b!'e~1k9"hw" a%'pw1ix"d!ae{"k3`- a%'pw1ix"d!a=1v"kz" i:"b/'j*1a:"iz"33;-f>'+`l!`*`nt1a/"b>1 r/1d!ao>`i(`--2 7,It also sticks handles to teapots7 d*":"nt12k_`k%"dw"c*`ix' 7,,FCO71 k&' bz1bz1o%'ix' 7,More ,O' ,Ferrall7 *`k*1 k_`k%"l!"r/"d('gu"$1a!"k!"k_`k%"e{"k3` ru`r%`2k81dy"k*"e|"gx"a!"k!"k_`k%"h3"d!a kz"r%`2|1i:"f>'mu1hw"d/"nt1ix"*'o/"q/1 f!" ,,CORTINA1 o{'f*1kw`$1*'k|"j{"p*1d!a i_'k}'|`33 8,The ,Suspense ,Continues0 ,Suspense *"a:`;-e~1k9"-22cy"*'qx' mt"s"a:`;-e~1*1-2;az`k|"d!acy"*'k!"rv1 *"i:";-|"a:'e.1jy12j+`dw"e)"r$1qu'k+`-2 r3";-r%`e*"rw1hw"r("f(12ky"jy`j*1dw"-2- k3`gv1*'k!"8"a:'r("2;-r%`e*"-2 a&'|1 ix"t`c!a"1cy"*'o/"b!'h:as"o0"k)'c!aix" j|"2d+1hw"~1cw1n>"o/"b!'h:aix"2cy"gu1fv" $1k}'a:`l o{'f*1+`r}"e?'c!a33;-k?`ax' ix"fw1c!a--2 7,The tension mounts71 a!" +`i:"*'|`i_'k}'2 tension a:`;-)'c*"-22+` a:`;-k?`ax'-2 d!aky'jw`r%`e*"; ,Mounts a:`;-pv'dz'ix"j|"-22;-j*1ix"j|"-22f&1i:1 +`*"a:`r%`e*";-ix"bx1-2 c!a- d%"c!ad*"ev'nt12c.`o/"b!'h:ao0"bw'e+" e)"cw1c!a2a%'pw1ix"a:`cs1e)"*'k!"d>"d&" 2 *`k*1cy"*'k|"e?'d!ao{'f*133;-3`mu1g/1r!1 c>'e)"c!af>'o-2 7,How did we pull it off807 au'i:"cy"gu1}"$"l