CREATIVE BRIEF

It is the discussion with the client side and the agency end. It gives the guideline to what they are looking for in an advertisement. It has the following components. Which are as follows:-

·         Objectives: - The objective the organization has in mind behind the whole advertising campaign E.g- To reposition the brand, to convey a certain message for their new product line etc.

·         Competition: - Profiling of the competitors in the market having same product portfolio, studying their appeal, message tone, media vehicles used.

·         Brand Personality : - It explains the characteristics which the company wants it to be. E.g.- If we talk about Harley Davidson its personality can be defined as rebel, freedom etc.

·         Target Audience:- It explains the psychographics and demographics for the target audeince

·         Geographic Segment- Catering to the (Tier-  1, 2, 3)

·         Media Vehicles: - ( Print , Media, Radio , Outdoor etc)

·         Budget: - It is only for creative execution

·         Delivery time and line: - It includes the specifications as to how much time will an advertisement be aired.

·         Time period: - It is the time period during which the advertisements has to be aired, printed etc

·         Message tone: - The appeal of the message can be informational, emotional, humorous or elegance

Based on these components, the account executives brief the creative department and develop a message strategy on that accordingly.