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

Reason to believe

Also called: RTB

ELI5

Evidence or product truth meant to make the proposition credible.

Used in conversation

“Can we align with the client on the reason to believe before the bid is locked?”

Definition

Evidence or product truth intended to make the proposition credible.

Here “Reason to believe” means: Evidence or product truth intended to make the proposition credible.

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.

When the words have to travel

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Sources & evidence · 6

Direct term-level sources and supporting source families.