MKT 510 Lecture Notes - Lecture 5: Brand Architecture, Gross Profit, Creative Director
15 Aug 2016
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Cmkt510 lecture 4 and 5 - the brand audit and digital and data-driven. Brand audit: understand the brand"s romi, includes looking at past information, conducting new market research and making strategic recommendations for future growth opportunities. Creative brief: formally communicate important and directional information to agency partners. When brand plans to embark on big opportunity requiring creative work to be done. (i. e. new branding, advertising campaign, promo or selling materials, event, website). Many people involved in the creation from agency and client side (i. e. creative director, vp accounts, vp. Elements: statement of goals, product info, background, target audience definition, tone, key messages, mandatory elements, desired outcome, budget, project timeline/due dates, supporting documents. Presentation: storytelling, unexpected location, leverage target audience insights, multi-media, language, well thought-out/researched. Budget planning process: develop marketing program/activities, review budget requirements, budget approval/allocation/finalization, forecast 1, budget cuts/additions, and forecast 2: outline the steps in conducting a brand audit (example: pg.
