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Impossible to deny or disprove; absolutely certain
Irrefutable
A description of a specific problem or challenge that the target audience is facing
Pain statement
Language or jargon that is specific to technology and technical fields
Tech talk
The initial stage of planning or designing something
Drawing board
Something designed to provoke a strong desire for wealth or profit
Greed inducing
A clear statement that explains the benefits of a product or service and why it is better than competing options
Value proposition
To earn income or generate profit
Make money
Brief and to the point; expressed in a clear and concise manner
Succinct
The (0) __________ campaigns of leading companies have long targeted what are known as the 'gatekeepers' in society – the select few who can drive a trend or establish a brand. MARKET
MARKETING
Whether through advertising, (1) __________ or product placement, they have had such people in their sights as the one in ten who the rest will follow. SPONSOR
SPONSORSHIP
Whether through advertising, sponsorship or product placement, they have had such people in their (2) __________ as the one in ten who the rest will follow. SEE
SIGHT
Now a more insidious method, pioneered in the USA, is set to take hold as advertising companies send out (3) __________ agents – smart young people with charisma and persuasive talents – to market products directly in social situations. COV
UNDERCOVER
Now a more insidious method, pioneered in the USA, is set to take hold as advertising companies send out undercover agents – smart young people with charisma and (4) __________ talents – to market products directly in social situations. PER
PERSUASIVE
This new breed of trendsetter is paid to covertly hand out wares under the guise of (5) __________ and generosity, as in 'Would you like a cigarette – why not try one of mine?' FRIENDLY
FRIENDSHIP
This new breed of trendsetter is paid to covertly hand out wares under the guise of friendship and (6) __________, as in 'Would you like a cigarette – why not try one of mine?' GENEROUS
GENEROSITY
Advertising agencies view the process as a cost-(7) __________ way of targeting a niche market, using the tried and tested method of word of mouth. EFFECT
EFFECTIVE
