ADV1000 – Introduction to Advertising

Instructor – Robert Thompson

In Class Exercise #5 – The Creative Brief

Group Members:
1.
2.
3.

The Product:

Key Issue/Problem/Opportunity:

The Promise:

The Support:

Our Competition:
(Pricing/Positioning/Target Market)

Target Consumer:
(Who are we talking to?)
(Demographics & Psychographics)

Desired Behaviour:
(What do we expect the target to do as a result of seeing the ad?)
Target’s Net Impression or Net Takeaway:
(What do we want our target to think, feel and remember as a result of seeing the
ad)

Tone & Manner:

Look & Feel:

Mandatories:
(What must appear in the ad? Legal, Branding, Terms & Conditions, Contact Info)