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Term used in advertising and audiovisual communication. It is closely related to the field of marketing. It is a brief written report that provides data to interpret the steps in developing an advertising job. It acts as a basic tool for understanding between the advertising agency and the client/user. In it the project to be performed is set and aspects such as customer/user profile, the audience it is intended to and the objectives to be achieved are detailed. When it comes to advertising to children, it is important that advertising companies have external audits reviewed from a sociocritic perspective the offered products: presence of sexism, misleading advertising, gender stereotyping, violence promotion, etc.