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Dictionary by pitch.dog
Brief, strategy & proposition · Core

Proposition

Also called: brand proposition

ELI5

The central message or value the advertising is meant to communicate.

Used in conversation

“Can we align with the client on the proposition before the bid is locked?”

Definition

The central message or value the advertising is intended to communicate.

Here “Proposition” means: The central message or value the advertising is intended to communicate.

Pitch context

You may hear this during a commercial brief, treatment, bid, award or pre-production process.

Why it matters: Helps interpret the brief, director treatment, bid, award, production process and campaign deliverables.

Connected terms

  • Single-minded propositionA proposition is the core claim or offer; a single-minded proposition deliberately reduces it to one dominant communication.
When the words have to travel

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Sources & evidence · 6

Direct term-level sources and supporting source families.