ADV 3008 Lecture Notes - Lecture 10: Mind Map, Brainstorming, A.D. Vision
Document Summary
Creative brief: (cid:894)also (cid:862)(cid:271)rief(cid:863)(cid:895) is a one page, word document, that has very clear direction for what the ad or campaign should say, do, look, and feel like. Every ad or campaign is created after the creative brief is finalized. Briefs are usually written by an ad agency after research is done (research on the product, the competitive environment, the consumer, and the prospect) It can also be written by a (cid:272)lie(cid:374)t"s (cid:373)arketi(cid:374)g tea(cid:373) (ad agency will rewrite and simplify it) Or it can be written by both the agency and the client in collaboration (during a meeting, back- and-forth discussion until an agreement is reached) Key fact: the single most relevant piece of information by which your ad message is formed (single fact; one statement) Target audience: this includes age, gender, and other demographics, as well as psychographics. Key benefits (key promise): what the consumer will feel or get out of using or owning the product.
