1. 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.

2. 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

3. 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

4. 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.

5. 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.

6. 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

7. 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