Question: Item 6 John O'Toole describes the _ _ _ _ _ _ _ _ as that flash of insight that synthesizes the purpose of the

Item

6

John O'Toole describes the

________

as "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen."

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