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Creative brief

  1. 1. The Creative Side of Advertising Novrita Widiyastuti, S.Sos
  2. 2. Creative Brief <ul><li>The creative strategy and the key execution details are spelled out in a document called a creative brief / creative platform / worksheet / blueprint / job request </li></ul><ul><li>The account management or account planner prepares the brief, identifies the basic creative strategy ideas and give some direction to the creative approach </li></ul><ul><li>Account planner are particularly useful because of the consumer insight they bring to the strategy </li></ul>
  3. 3. Elements of the Creative Brief <ul><li>The reason for Advertising (background) – what? </li></ul><ul><li>The end result of the Advertising (objective) – what effect? </li></ul><ul><li>Market Segment (TA & TM) – to whom? </li></ul><ul><li>Communication Strategy – how? </li></ul><ul><li>Rationale – why? </li></ul><ul><li>Key Benefits and Advantage </li></ul><ul><li>Advertising Tone </li></ul><ul><li>Mandatory </li></ul><ul><li>Media Platform </li></ul>
  4. 4. The Reason for Advertising <ul><li>Background of product, marketplace, competitor, research </li></ul><ul><li>Communication problem (low awareness, unrecognisable, low/bad image, aware but not interesting, etc) </li></ul>
  5. 5. The End Result of the Advertising <ul><li>Advertising objective/goal? State what the advertising will be designed to achieve </li></ul><ul><li>Do you intend to create awareness for a new brand, change the image of an existing brand, maintain the personality of an existing product? </li></ul><ul><li>Whatever your goals, state them specifically and completely, and should answering your communication problem </li></ul>
  6. 6. Market Segment <ul><li>Target Market: a group of consumer / customer (people or organization) for whom a seller designs a particular marketing mix </li></ul><ul><li>Target Audience: a specified audience or demographic group for which an advertising/promotion message is designed / Potential people which would be exposed by promotion campaign. Who are we talking to? </li></ul>
  7. 7. Communication Strategy <ul><li>Message or creative strategy refers to what the advertisement says. It identifies the general problem the message faces and suggest how it can be solved </li></ul><ul><li>What do you say to them? </li></ul>
  8. 8. Rationale, Benefit & Advantage <ul><li>Why should they believe us / this/ what we say? </li></ul><ul><li>Example: </li></ul><ul><ul><li>It's free, from Citibank - your trusted financial partner. </li></ul></ul><ul><ul><li>Get a PJ pizza for $1. </li></ul></ul><ul><ul><li>Backed with a 100% purchase protection guarantee. </li></ul></ul><ul><ul><li>Takes just 3 seconds to download the pre-personalized widget from your online account ... etc </li></ul></ul><ul><li>Benefit: The (product feature) is important because it will do (benefit) for me </li></ul>
  9. 9. Advertising Tone; Any Essential Requirement <ul><li>what are the overall personality traits the project must communicate? </li></ul>
  10. 10. Example
  11. 11. Example <ul><li>Product : Kuku Bima Ener-G! (Sido Muncul) </li></ul><ul><li>Reason : </li></ul><ul><li>Launch new flavors (Jambu Merah Jakarta, Jeruk Pontianak, Anggur Merah Bali) </li></ul><ul><li>End Result : Create awareness that Kuku Bima has 3 new flavors </li></ul><ul><li>Target Audience : </li></ul><ul><li>Male & Female, 25-40 years old, SES: C-D, physical workers, low educated, sub-urban </li></ul><ul><li>Competitors: </li></ul><ul><li>- Hemaviton Jreng, Extra Joss, Naturade </li></ul>
  12. 12. Example <ul><li>Communication Strategy: </li></ul><ul><li>Healthy energy drink to increase stamina and refreshment </li></ul><ul><li>  </li></ul><ul><li>Key Benefits and Advantage: </li></ul><ul><li>- Composition: Ginseng, Royal Jelly, Honey, Taurine </li></ul><ul><li>- As a food supplement, to help increase stamina and refreshment </li></ul><ul><li>- No Saccharine added </li></ul><ul><li>  </li></ul><ul><li>Mandatory: </li></ul><ul><li>Should be added its benefit  increase your energy </li></ul>
  13. 13. What makes an Ads Great? <ul><li>Three broad dimensions characterize great advertising: </li></ul><ul><li>Strategy </li></ul><ul><li>Creativity </li></ul><ul><li>Execution </li></ul>
  14. 14. What is Creative Advertising? <ul><li>The creative philosophy of DDB Nedham is ROI: Relevance, Originality, Impact </li></ul><ul><li>Relevance: Advertising tries to deliver the right message to the right person at the right time. </li></ul><ul><li>Original: one of a kind, fresh, unexpected and unusual </li></ul><ul><li>Impact: an advertising should not just wash over the audience </li></ul><ul><li>Creative ideas must support the advertising and marketing strategy </li></ul>