The creative brief (which some agencies refer to as a creative platform or work plan or creative contract) is a written document that provides a plan or checklist that is useful in guiding the development of an advertising message or campaign. This document is prepared by the agency team or group assigned to the account and may include creative personnel as well as the account coordinator and representatives from media and research. The advertising manager and/or the marketing and product manager from the client side will also be involved in the process and must approve the copy platform. An important part of creative strategy development is determining the central theme that will become the major selling idea or big idea for the ad campaign. It should be the strongest singular thing you can say about your product or service. It should be the claim with the broadest and most meaningful appeal to your target audience.
Assignment Structure
For this assignment, you are to select one of the three following ads and prepare a creative brief. For an example of a creative brief and the Tacori ad that resulted from it, see Exhibits 8-14a and 8-14B.
Consider the creative strategy of the ad you selected in terms of the big idea used as the central theme of the advertising campaign as well as the type of appeal, execution style and tactical elements used. Examine the ad carefully, analyze its contents (words, graphics, presentation, tone, etc.), and then prepare a creative brief addressing all of the following points:
- The basic problem that advertising must solve. Why advertise? Describe the problem that advertising should be designed to solve.
- Advertising objective that specifies a preferred response to the message. What do you want consumers to do? To think? What effect do you want the ad to have?
- Target audience insights such as attitudes and behavior. Age and gender are a good start, but continue to include specific demographic and life style details.
- Major selling idea or USP (unique selling proposition) that stresses benefits. What is the key promise being made? The single most important message to achieve the advertising objective?
- Creative strategy rationale that supports the appeal. Identify the rational and emotional reasons the target audience will believe the key promise.
Evaluation Criteria
The intent of the written assignment is to provide an opportunity for you to more fully analyze marketing communications theories and techniques discussed in the textbook and other sources. The main goal of your essay is to demonstrate that you have a solid understanding of how words and graphics are creatively assembled to build awareness and generate preference for a product or service.
- Your creative brief must provide a comprehensive response to each of the five points above.
- You are to support your views with relevant information from the text or other credible sources.
- Cite sources in an annotated bibliography to be included with the creative brief.
- Proofread carefully for grammar and spelling errors.
The length of the paper should be approximately 2,000 – 2,250 words (6-8 pages, Times New Roman, font 12, intervals 1.5, margins 1-1-1-1, no spacing between paragraphs). Plus, a title page, annotated bibliography, tables and figures as needed). You should proofread and submit it as a .docx or .rtf document in MS Word (as a college student, you are eligible for a free Microsoft Office 365 Pro Plus account, please work with Helpdesk to get and install it).
