Assignmen
Create an Advertising Brief.
Using what you have learned and the sample guide for gathering information, you will create an Advertising Brief for National University.
Provide the insight as you are a student already at National University.
Ask yourself, is the creative brief consistent with the goals of the organization?
Do you demonstrate a clear understanding of advertising concepts?
The PPT here gives you six examples of other Creative Briefs, please view the PPT to get an idea.
The Background:
Is this part of an existing campaign or is this a brand new project/campaign?
Does the project need to integrate with any other work?
Will this be one of a series?
The Objective:
What is the purpose of the marketing program?
The Audience:
Who are they? What do they feel? What do they need?
What are the logical benefits of this product or service?
What are the emotional benefits of this product or service?
How does the customer make a decision to buy products or services like this? What is the process a customer goes through before buying this product or service?
What is the value of this product or service to the customer (not price, but value)?
What does the customer need to know before he or she will buy from this company?
What would a customer say if a colleague asked him or her to recommend this product or service?
The Competition:
What other competitors are in the marketplace? Are the competitors better or worse?
How does the customer perceive not only this product, but this company as compared to the competition?
The Main Idea/The USP:
What about this product or service is unique, and how can you answer the customer's question, "Why should I buy from you?"
Alternatively, many products or services aren't unique. If that's the case, what can we say or do with our product or service that will help us stand out from our competitors?
The Support:
What are the most important facts that support the main idea?
Secondary Product Benefits:
Provide a brief description of the product/service and all related benefits (in addition to the USP). How does it differentiate itself from the competition?
The Offer:
If this campaign has a direct response component, what is the offer? A free trial? A discount? A premium?
The Desired Action:
What do we want the target audience to do after they've seen this campaign?
The Obstacle:
What is the barrier to purchase?
The Executional Tone:
What is the feeling or mood the advertising must convey?
Response Objectives:
What are the specific goals for the mailing? How will this be measured?
Budget Information:
Provide budget with break-out of agency fees if possible. Include quantities, postage type (first vs. standard) and any other budget considerations.
The Constraints:
What are the legal and other mandatory constraints? Include creative guidelines, design requirements and existing artwork resources.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Create-a-Brief-Assignment.rar