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15 Cards in this Set
- Front
- Back
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CREATIVE BRIEF
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detailed and concise document so the creative team could develop a creative solution for the client's communication problem
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contents
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1 - target audience profile
2 - communication objectives 3 - product features & benefits 4 - positioning of the product 5 - key consumer benefit 6 - creative strategy 7 - tone 8 - support statement 9 - slogan or tagline 10 - logo |
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target audience profile
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demographics
psychographics geographics behavioristics |
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communication objectives
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what the ad is supposed to commplish in terms of what the consumer should
- think (brand awareness) - feel (consumer's attitudes) - do (seek additional info) |
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product features and benefits
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feature - tell the feature (technical but useful to consumer)
benefit - benefit of the feature to audience feature & benefit should complement each other |
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positioning of the product
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briefly compare and contrast your product with competitior
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key consumer benefit
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choose either USP or big idea
Unique Selling Proposition (USP) - individualism/uniqueness/first Big idea - uses feature/benefit combo to get a memorable idea - the big idea moves the ad & campaign |
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creative strategy
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how to convince audience to select your product instead of others
select approach, appeal |
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creative strategy - product/consumer-oriented strategic approach
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product-oriented strategy
- focus on one or more feature/benefits of product i - generic claim ii - product feature iii - usp iv - positioning consumer oriented strategy - focus on shaping consumer attitudes abot new & existing products and demonstate how product can solve problem i. brand image ii. lifestyle iii. attitude |
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creative strategy - think/feel/do/strategic approach
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think - evoke identity, image or message
i. brand identity ii. generic iii. positioning feel - to create emotional or fact-based responses i. brand image ii. association iii. lifestyle iv. attitude v. respectability vi. significance do - incite action i. promotional response ii. memorable reaction iii. incentive programs iv. interaction |
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creative strategy - appeal
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attract consumer attention
influence the perception of need i. emotional - lifestyle enhancers, target image, status-related products ii. rational - life sustaining, information based, facts, charts, expert opinions |
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tone
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defines the personality and overall voice or style
i. rational tone - facts, demo, testimonial, news, dialogue, narrative ii. emotional tone - humor, fantasy, fear, sex, animation iii. combination tone - character representative/endorsement, product as star, drama, music |
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support statement
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feature/benefit combo to directly support or advance key benefit
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slogan & tagline
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slogan - deals with corporate philosophy
tagline - defines the campaign or ad philosophy |
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logo
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product/corporate symbol
simple graphic, line or text, or both |
