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Advertising Process& The Creative Brief
© Chris Cooney, 2018The Edward R. Murrow College of CommunicationWashington State University
REVIEW
Image: Pixabay
What is an Advertisement?“…a specific message constructed to inform,
persuade, promote, provoke, or motivate
people on behalf of a brand, entity, or cause.”
Source: Advertising by Design: Generating and Designing Creative Ideas Across Media 3rd Edition, Robin Landa, Wiley 2106
Why Advertise?1. Build Product and Brand Awareness
2. Raise Awareness of Social Issues
3. Inspire people to engage and take action
Advertising Development Process1. Research
2. Strategy Development
3. Idea Generation
4. Art Direction & Copy
5. Production & Implementation
6. Assessment & StewardshipSource: Advertising by Design: Generating and Designing Creative Ideas Across Media 3rd Edition, Robin Landa, Wiley 2106
The CREATIVE BRIEFImage: Pixabay
What do we know?
Questions1. Who is our client? What do they stand for and why do they exist?
2. What is the problem we are trying to solve for our client?
3. Who is our client seeking to engage with?
4. What do they currently believe about our client’s brand?
5. What is the strategic approach our client should take to engage
with this consumer or customer?
6. How will we execute our strategy and creative concept and measu
re its success?
Who is our client?• Basic Information & Client Details
• Competitive Context
• What is their current brand promise and personality?
• What do they stand for and why do they exist?
What is the problem?
Where arethey today?
What do theywant tochange?What is standing in their way?
Who is our customer?• Current or future customers?
• Demographics
• Lifestyle – What shapes how and why they spend their time and money?
• Media – What media do they use for information and evaluation?
• Influencers – Who do they interact with when forming opinions and
making decisions?
What do they believe?• Current opinions – about customer brand
• Current interactions – with client brand
What is our strategy?
Strategic Approach1. Belief – What do we want our customer to believe about
our client’s brand?2. Reason to Believe - What is the reason to believe that will get
them to change their perceptions, beliefs, and behaviors?3. Evidence – What evidence can we present to inform, educate, and pers
uade them?4. Emotions - What emotions will resonate with them and inspire
them to engage?5. Connections - What are the best ways (media) to connect with them?6. Actions - What specific actions do we want them to take?
What is our big insight?
© Chris Cooney, 2018The Edward R. Murrow College of Communication
Washington State University