Question: q , is the key element in an advertisement that taps into, or activates, a consumer's personal value. In choosing an advertising agency, Lycra's marketing

q,

is the key element in an advertisement that taps into, or activates, a consumer's personal value.

In choosing an advertising agency, Lycra's marketing managers asked three different agencies to make a presentation about how each would enhance the unique position of the Lycra brand. People in the advertising industry call this process 'Shootout' or

q, is the key element in an advertisement that taps into,

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