concept

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1.Advertising:
A briefly stated clear idea around which an ad or marketing campaign is organized.

2.Product development:
 A clear, detailed description of the attributes and benefits of a new product that addresses the needs of the targeted customers.

3.The reasoning behind an idea, strategy, or proposal with particular emphasis placed on the benefits brought on by that idea.
Examples of concepts include the design for a new automobile or the pitch behind an advertising campaign.

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