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. Writing a Good Brief Support for the advertising claim is the reason the consumer should believe you. Make it concise and relevant to the them. Writing a Good Brief The ?personality? should not be a long list of attributes, but a summary of the character you want to municate. Final Suggestions ? Know your brand and the consumer ? Keep your words concise and to the point ? Use everyday language…no need for jargon ? You might find it useful to define what you are looking for by trying to write a single sentence: “I want an ad which…” ? Include timing and a budget Now, go out and help create some great advertisin