Chapter Number Five About Creative Brief Modular: Afjal Hossain, Assistant Professor, Department of Marketing, PSTU Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.

The Creative Brief The document with which Creatives work is called creative brief Through the creative brief an advertisement communicate with the people positively This is the desired message of the potential customers Components of a creative brief: The Objectives The Target Audiences The Message Theme The Support The Constraints

The Objectives Identify the objective of the advertisement Possible objectives include: 1) Provide Information 2) Increase brand awareness 3) Build brand image 4) Increase customer traffic 5) Increase retailer/ wholesaler orders 6) Increase inquiries from end users and channel members

The Target Audiences The more detail that is known about the target audience, the easier it is for a creative to design an effective advertisement A business should focuses on the type of the industry and project the type of the customer Ex: Not male, ages 20 – 25 You have to state males, ages 20 – 25, college educated, professionals etc.

The Message Theme The message theme is the benefit or promise, the advertiser wants to use to reach consumers or businesses The promise or unique selling point should describe the major benefits the good or service offers customers Ex: Automobile for Luxury, Safety, Fun, Fuel efficiency or driving excitement etc.

It takes the form of the facts that substantiate the message theme The Support It takes the form of the facts that substantiate the message theme

The Constraints Constraints are the legal and mandatory restrictions placed on an advertisement Includes – Legal protection for trade marks, logos, copy writes etc They also include disclaimers about warranties, offers and claims