The Creative Brief
A creative Brief is used as the basis of all the advertising and marketing campaigns.
Client: L'Oréal Paris Shampoo Date: November 3, 2016
Type: Magazine Ad
1. Why are we Advertising?
We are advertising o increase sales through sales program.
2. Who is our audience?
Primary target audience which is women from 15-40 and secondary audience men age from 20-40.
3. What would we like them to think?
That L'Oréal Paris provides variety of items at competitive prices with suitability of shopping at their schedule time.
4. Why should they believe it?
It offers an innovative way to meet their health related requirements with each and every individual need in terms of shampoos for every type.
The Objective
Brand Awareness: It is a standout amongst the most well-known goal utilized by the organization for advancement. It is one of the main intends to be utilized by the organization to advance their item. When you need to first enter the business sector and need to offer the item, you initially need to make individuals mindful about the item. The same can be refined by means of the method for ad or by gluing the blurb of item at different spots.
- Rise Interest: Creating attention to the new item is one thing and upholding the client to buy the item is the diverse thing. This can be one of the colossal test confronted by the organization while advancing their item. For this we initially need to persuade the client to make the buy.
- Provide Relevant Information: It is fundamental that the client must have all the pertinent data about the item. The data can be exceptionally essential like what the item is and what is involves and so on however it may not mirror any contender name. Item situating procedure might be utilized to make the instructive advancement.
- Increase Demand: The best possible advancements can implement the client to buy the item. Special endeavors can bring about the client to attempt the item in any event once which he had not utilized before. This should be possible through the method for the web on which organizations publicize their item on different locales furthermore permit the free download office.
The Target Audience
The decision of an appropriate target business division is fundamental and as to given case of L'Oréal, it is perceived that the best target market for its shampoo related things join the women that are uncommonly cognizant with their prosperity. This incorporates women in the age social event of 15-40 years and the target business part for shampoos moreover consolidate the men in the age get-togethers of 20-40 years, as they are also amazingly stressed with their prosperity conditions.
The Message Theme
The main purpose to persuade the target sections, ladies 15-45 years of the worth and advantages through customary and online networking stages.
Implies end theory to promote the advantages of loreal Paris shampoo. Showing how the impacts of various ways of life have on hair can be reserved. Socially situated for various age bunches, fun, dynamic and fiery.
Utilization of emotional bids conative strategies with of cut of life executional structure.
The message strategy can be executed through the campaign that utilizes a blend of TV, magazines, deals advancement, outdoor, event sponsorship and computerized showcasing to impart the products new bearing.
The dispatch media spend a higher % of TV, magazine , outside purchase while in the mid-term promoting moves to more financially savvy media channels that still resonate profoundly with the intended interest group.
Unique Selling Position: "The sound summer hair that is as yet making an impression long after the suntan has blurred".
The Support
"L'Oréal was the first-ranked player in hair care in 2015, holding a 25% value share" (N.a., 2016). The organization has an assorted item extend crosswise over both mass hair consideration and salon hair mind, its mass brands being Garnier Fructis and L'Oréal Paris Elvive and its salon hair care brands being Kérastase and Redken.
The Constraints
- Absence of logo and limited time materials brings about an absence of brand picture.
- Sometimes fails to communicate code of conduct regarding its policies and products information.
Creative Appeals
As the conative strategy discussed above in message theme, which is humour, emotions.Some portion of their vital arrangement is to take into account the best interest of their costumers, at the end of the day, costumer fulfilment.Emotional appeal belongs to behavioural tendency which is the intention/decision made by person. In this scenario, it is the most creative strategy to get through the product because it's more related to their health and skincare.
Executional Frameworks
With the utilization of Loreal Paris Shampoo, the executional strategy that may work will be Slice-of-Life and Informative and Demonstration frameworks for the brand's awareness. As most advertising ways are TV, internet and less share of advertising through printing media, newspapers and magazine, thus need effective ways to advertise through all of them.
- Slice of life: it allows the advertiser to high-light the ways a product can meet business needs. Mostly through radio, magazines and newspapers.
- Demonstration: It most suited for internet, television. It is mostly for existing customers which already using the product but needs more to use.
- Informative: This framework is used for non-existing or new customers. It provides more information related to the product which helps to attract new customers. New customers need more information and hence creates tendency to purchase the product frequently.
Attachment:- Assignment.rar