Creative brief

Creative brief
• 1. Basic problem or issue the advertising must address.
• 2. Advertising and communications objectives.
• 3. Target audience.
• 4. Major selling idea or key benefits to communicate.
• 5. Creative strategy statement (campaign theme, appeal, and
execution technique to be used).
• 6. Supporting information and requirements.
• 7. Schedule (what is needed and when).
Contd…
• An important part of creative strategy is determining the central theme that
will become the major selling idea. Tagline
• Developing the Major Selling Idea- developing on the key benefit claim by
copywriters: Using a unique selling proposition. • Creating a brand image. •
Finding the inherent drama. • Positioning.
• Determining the USP in claim or in benefit. ‘buy this and you will get this’
• Creating a brand image- memorable something. This is often done by
associating a brand with certain symbols or artifacts that have cultural
meaning.
• Finding the Inherent Drama- interviewed on camera- DOVE ad
• Positioning The concept of positioning as a basis for advertising strategy was
introduced by Jack Trout and Al Ries in the early 1970s and has become a
popular basis of creative development. BMW’s positioning of its car as “the
ultimate driving machine” transcends and helps differentiate its entire product
line
Thank you