ADVERTISING BRIEF:

1) Checklist for the advertising brief:

* Key characteristics of the brand/product
* Market n brand performance
* Competitive analysis : vs compeitors
* Previous advertising activities : when, where, budget, copies of ad
* Media preferences
* Budget : media n production only, total marketing funds
* Seasonality, regionality n timing of campaign/ad

2) Advertising brief:

* Campaign requirement : new, existing or one off
* Target audience : demographics, lifestyle, product usage/attitudes
* Purpose of this ad campaign
* The single-minded proposition
* Substantiation for proposition
* Mandatory inclusions : logos, tag line, phone/fax numbers
* Mood/tone of the advertisement
* Timing of creative/media work to client

3) Purpose of advertising:

* state clearly the intention, or the desire results immediately, short run n long run
* Examples:   

            2 increase brand awareness 
            2 re-inforce exiting behaviour
            2 elicit direct response
            2 improve distribution
            2 change perception
            2 get brand into candidate list

3) Single-minded proposition n substantiation

* the single most motivating n differentiating thing that u can think of
* Example :   
a) product characteristics - can be ingredients, texture
b) price characteristics like lasts longer, cheaper
c) image characteristics like quality, good value, friendly
d) direct comparison with competitors
e) how the product is made

* compelling reasons why the potential customers should believe in the proposition? - this is not an opportunity to include all the secondary selling points that was excluded in the main proposition.

 

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