creative brief1

8/4/2019 Creative Brief1

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CBM - ClientManagement


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Constituents of a brief:.Primary Aim

This is just one statement that defines thepurpose of your communication.

Product Launch

Corporate Launch

A bank launching its credit card A cooking oil coming up with a new SKU

Pizza Hut opening a new outlet



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Key Objectives

Every other thing that you desire your campaign todeliver.

Encompasses a certain message. Communication of added features, unchanged quality

etc.

Launch of cooking oils SKU is the primary aim,

however, the communication would also say that thequality is unchanged.

Making sure that less price doesnt depict yourecompromising on quality.



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Secondary Objectives

This remains unchanged across allcommunications.

Every campaign has a non stated, unsaidobjective.

Increment of sales the underlying principle ofsecondary objective.



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Bulls Eye

Target audience you intend to hit directly.

It can be divided into two categories:

Physical Emotional



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Target Audience - Physical Geographic Area

Income Group

Gender

Age Group

SEC

Social Status



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Target Audience - Emotional

Key Problems

Specific habits



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Unique Selling Proposition

This is a global equity statement.

This symbolizesONE key benefit your brandhas.

One statement with which your brand isassociated.



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Rational Proposition

Tangibles that you are offering other than yourcompetitor.



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Emotional proposition

This directs to the key emotions that the brand isusing as its platform.



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Platforms

A place from where you declare your positioningout loud.

Famous ones are cricketers, celebrities, youth

etc.



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Physical Elements

Physical features, a brand is offering.

Can be a certain logo, shape or even color.

Mobilink Indigo.



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Emotional Elements

Refers to the emotion, you are targeting in yourcommunication.

If using a family platform, then a fun filled

dinner moment is an emotional element.



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TV

Terrestrial PTV, PTV World

Satellite GEO, HBO, Star Network

Cable World Call, MPC



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Print

Dailies

Weeklies

Monthlies

Bi-Monthlies



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Radio

FM

Non FM



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OOH Out of Home

Conventional hoardings / billboards

Pole signs

Directionals

Banners

Shop signs

Gantries Building wraps

Auto wraps

LEDs



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POS Point of Sale

Premises based mobiles, buntings, floorgraphics

Off Premises posters



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Non-Traditional Media

Internet ads

Kiosks



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Event Based

Non calendar events

Calendar events



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Non Event Based

Stalls

Merchandising



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Market Consideration

Seasonal Effects

Distribution Problems



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Creative Consideration

Tone & Manner language / emotion

Brand image image a brand carries(friendly,fun loving)



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Budget

Upward break up

Downward break up



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Media Monitoring

Direct competitor

Indirect competitor



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Single Minded Proposition One statement that your brand stands for.

This should be communicated through all mediums andall vehicles.

Core value of the brand.

Thanda matlab Coca Cola.

Sab se gaarha doodh Haleeb.



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Timeline

Agreed upon deadline.

Strategies and timelines are the Himalyas ofmarketing.



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Positioning

Perceived value of the brand.

The way you want others to think of your brand.

A transparent positioning is the essence of asuccessful campaign.



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Associations

A similar concept that interlinks with physical

equity.

This is what a brand correlates itself with.

Again, could be a particular color, music, music.



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Key Fact one statement, defining current marketsituation.

Problem precise definition of a problem from thecustomers perspective.

Objective comes from the problem, or what do you wantthe advertising to do.

Key Benefit a promise/benefit to overcome the problemand meet the objective.

Support to your promise/benefit.



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Tone how do you want the message to be delivered.

Audience who are we talking to.

Competition competitors products/services.

Mandatories logos/jingles.


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ConclusionCBM - ClientManagement

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