fill out the forms attatched based upon the executivesummary attatched

Rasmussen B475C Marketing Capstone

Module 5 – Advertising Creative Brief

A creative brief is written by marketing managers to communicate important inputs that the creative team uses in developing and designing advertising. The information within a creative brief ensures that the creative advertising ideas are tied marketing objectives.

Company and Product/Service Descriptions

Business/Marketing Objective:

(Be singular. Be specific. Be quantitative.)

Primary Advertising Objective:

Timing/Budget/Quantity:

(When the program/project must be delivered to the target market, how much must be spent and how many people will be receiving the advertising communication.)

Calendar:

Budget:

Communication Objective and Brief Media Plan:

(What media will be used? Will this communication be the primary driver of the message or will it work in concert with other media? What single problem is this communication expected to solve? For example: To convince target market to use Brand X regularly, not just on special occasions.)

Communication Objective:

List of Media Being Used:

Target Audience:

(The individuals to whom the communications are directed. Who are they? What do we know about them? What is most important to them? Demographics, psychographics, media usage habits, attitudes, lifestyle, technology use, industry (B2B), size of company (B2B), etc.)

Company/Product/Service Value Proposition & Key Marketing Message:

(Describe unique selling proposition, tagline, key company messaging.)

Value Proposition:

The Key Message:

(A single promise to the target customer: the primary reason to buy or act. Should be both rational and emotional whenever possible. Must be in the form of a promise to customer and delivered from their point of view.)

Support/Reason To Believe:

(The copy points, key facts, reasons and specific product or service attributes that will make the key message and promise relevant, unique and believable. For example: ABC Inc.’s widget goes through more than 100 quality checks (list); therefore they are safer and better built than competitors' products.)

Competition – Relevant Information:

(Positioning, products, pricing, etc.)

Offers and Call-to-Action:

(The call to action is what the potential customer is supposed to do upon seeing the advertisement.)

Mandatories:

(Information or elements that must be included in the communication(s), such as logo treatments, legal disclaimers, corporate identification, etc.)

Layout/Visual Elements:

(Colors, photography, and other elements to be incorporated or considered.)

Copy Points:

(Features with their related functions and benefits, and other important points to include in copy.)