Marketing Communications Case Study Creative Brief

Creative Brief descriptors Client name _________________________________________ What do we want to accomplish? List objectives. Example: The main objective of my ad (or campaign) will be to introduce product or service to the next generation of adults, showing them the many uses as well as the quality that distinguishes this product over the competition. Whom are we talking to? List target. Example: Who- age, race, gender. cultural distinctions and special considerations. We are targeting 20-something men and women who value a good product and still want the best value. What do they think now? List current position. Example: The majority of our audience is indifferent to the entire category. They do not pay attention to product quality distinctions and often purchase the lowest price. They have historically depended on parents to purchase this item. What do we want them to think? Reinforce position or re-position. Example: We want to instill a brand image in their minds. We want them to pass over the competition and choose our brand. Why should they think this? List features and benefits. Example: product should be presented in a very edgy and fun way. We have a scientific advantage in our category. Target will remember our product at the point of purchase. What is our message in a Single Sentence? Single-minded thought - reaction to ad in one sentence in voice of the consumer. Example: This product is a personal item with practical applications that I’m excited to try. I must buy it! Mandatories: Ad size/call to action/logo/colors. Example: Ad size 10.625” x 12”- 4c, CTA: drive target to website, use client logo and their corporate colors - PMS 123 yellow, PMS 485 red