ADVERTISING BRIEFS.ppt

7/27/2019 ADVERTISING BRIEFS.ppt

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By- Ms. Tanu Bhargava

Asst. Professor

Amity School Of Communication


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Advertising brief could be defined as the document

confirming understanding between a client and anadvertising agency on-

Advertising objectives,

Identification of the targeted audience,

Strategies to be adopted in reaching the audience, The timeframe of the campaign, and

Its total estimated cost briefs

In short, it is a written documents including thedetails of the clients product or service which is tobe advertised.


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TYPES OF ADVERTISING BRIEFS

CLIENT BRIEF

CREATIVE BRIEFS

MEDIA BRIEFS


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Client givesCLIENT BRIEF

to the advertisingagency

Then the client servicing

agent in the advertisingagency makes

CREATIVE BRIEF

for the creative dept. to

prepare an ad.

The client servicing agent

also prepares the

MEDIA BRIEF

for the Media dept.


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An 'Advertising Brief', given to the agency by the client.

This consists of :

1) Background of the clients product or service(i.e., the launch of new Laptops)

2) Highlighted feature of the product or services(i.e., it includes fingerprint recognition, Dolby surround

sound... etc, etc), and USP (selling point)

3) Media types to be used for the advertising campaign-ATL and BTL (TV, press, radio, direct marketing)


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4) Budgets both media and non-mediaassessed by the client (ambient

marketing, 'viral' marketing, so-called'guerrilla marketing', the ubiquity ofthe Internet) there's a hell of a lot ofchoices to be made. In practice, ad

agencies are good at makingadvertising: ask them how to sell yourproduct, and they're going to suggestwhat they do best.


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5) Market situation(competitors campaigns) and key

marketing problems that need to be solved, role ofadvertising and what it is expected to achieve.

6) Previous advertising campaigns and their growthin sales

Sample:-The Client Brief - Radio Station Web Site
http://www.docstoc.com/elink?e=109138631&g=0a0cb429-2a65-4936-a707-c8ada9d9e41c&r=http://www.docstoc.com/docs/37690811/The-Client-Brief---Radio-Station-Web-Site?utm_source=email&utm_medium=email&utm_campaign=109138631&utm_content=3&h=1550859412http://www.docstoc.com/elink?e=109138631&g=0a0cb429-2a65-4936-a707-c8ada9d9e41c&r=http://www.docstoc.com/docs/37690811/The-Client-Brief---Radio-Station-Web-Site?utm_source=email&utm_medium=email&utm_campaign=109138631&utm_content=3&h=1550859412http://www.docstoc.com/elink?e=109138631&g=0a0cb429-2a65-4936-a707-c8ada9d9e41c&r=http://www.docstoc.com/docs/37690811/The-Client-Brief---Radio-Station-Web-Site?utm_source=email&utm_medium=email&utm_campaign=109138631&utm_content=3&h=1550859412http://www.docstoc.com/elink?e=109138631&g=0a0cb429-2a65-4936-a707-c8ada9d9e41c&r=http://www.docstoc.com/docs/37690811/The-Client-Brief---Radio-Station-Web-Site?utm_source=email&utm_medium=email&utm_campaign=109138631&utm_content=3&h=1550859412http://www.docstoc.com/elink?e=109138631&g=0a0cb429-2a65-4936-a707-c8ada9d9e41c&r=http://www.docstoc.com/docs/37690811/The-Client-Brief---Radio-Station-Web-Site?utm_source=email&utm_medium=email&utm_campaign=109138631&utm_content=3&h=1550859412


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The accountin-charge or client servicing agent on that

particular brand is responsible to make the creativebrief.

They analyze the brands product or service properlyand then make creative brief for the creative

department in an advertising agency. The creative brief included detailed insight on a

product/service that is to be advertised.

It included purpose of designing advertisement, marketsituation suitable for its growth etc.


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1. Date- (Date when this brief is given to creative dept)

2.Brand-X

3. Job- (Describe the media type for which ad is made) e.g.- OutdoorCampaign

4. Background- (Give an overview of product/service and marketpotential)

The news segment is the fastest growing category among C & S homesin India (and consequently has seen the maximum new launches andactivities). The major players in the news space today are-A, B, C, D, Eand F. But the biggest is X, the first private news channel in India.

5. The Problem

The surge in the popular ratings of other news channels, especially Bwhich, in the aftermath of Mumbai floods. Ads witnessed an increase inpopularity and are threatening the present incumbent at the throne, X.

with more and more news presented, people have come to expectchannels to deliver not only substance, but also style. X has always been

known for substance, but with aspiring for more, it seems to be losingthe mind space of the audience to other channels.


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6. Campaign objective

To bring X to top-of-mind recall and drive brand silence.

What we need to convey about X

Most accurateGives complete news analysis

Has an equity built over past five years

Has the highest viewership of 85%

News and views are unbiased and unadulteratedIt is original news channels

7. Target Group

Sec A & B

8. Task/ Requirement

Outdoor and press campaign for the channel


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9. Tone

As usual, very passionate, believable, but not overboard orover charming

10. Creative/ Trigger

Should be able to connect with the most accurateproposition

11. Creative mandatory Outdoor: hoardings, bus shelters, kiosks and any other

innovative media

12. Deadline

Ad completion/Presentation on mm/dd/yy


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A Media Brief can be defined as a checklist for the media planner tohelp him prepare a media plan for the client organization.

A good media brief should include:

1. Marketing Objectives Launching a new product?

Testing? Maintaining an existing service/brand?

Will creative/strategies be researched?

Will there be supporting components?

Public Relations

Direct Marketing

Sampling

Consumer Promotions?

Sales Promotions?

What sales targets have been set?


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2. Competitive Considerations

Who are the major competitors?

Historically, what is their media pattern?

What is your share of voice/share of market?

3.Advertising Objectives

Where are we positioned now?

Where do we want to be positioned?

4.Target Audience

Their age, sex, income, occupation, etc

What is their lifestyle/lifecycle?

Has research been done to establish their current attitude towardsour service/product?

Is this existing attitude to be maintained, or changed?


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5. Geographic Areas to be covered

What metropolitan and regional areas to be covered?

Do these broad areas coincide with draw areas?

Should specific draw areas be considered?

6.When do we talk to them?

What is the purchase cycle?

Are some purchase cycles more important than others?

Are there specific sales troughs, which need to be addressed?


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7. Creative requirements

Do we require action?

Must we show a demonstration or a product pack? Do we require colour?

Will we be prompting emotion?

Is a lot of copy required? (is it a detailed message)

Will the message be a simple one or will it be involved?

8.Budget

Is the budget based upon a percentage of anticipated sales?

Is the budget based upon our competitors?

Do you want the media planner to recommend?


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Documents

ADVERTISING BRIEFS.ppt