The Creative Brief. MKT 3850 Dr. Don Roy. The Creative Brief. A document that outlines strategy for creating ad messages. Handed off to creative team to produce message. Creative Brief Contents. Message objective Target audience definition Brand positioning Audience impact desired
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The Creative Brief MKT 3850 Dr. Don Roy
The Creative Brief • A document that outlines strategy for creating ad messages. • Handed off to creative team to produce message
Creative Brief Contents • Message objective • Target audience definition • Brand positioning • Audience impact desired • Justification • Message strategy
Message Objective Which aspect(s) of the “think – feel – do” hierarchy should the brand message impact? • Cognitive (Think) – Create awareness, communicate important brand features or benefits • Affective (Feel) – Influence brand attitudes or liking • Behavioral (Do) – Encourage product trial, visit web site, purchase product
Market Analysis • Relevant Segments • Which variables should be used to segment market? • Provide support for your position • Target Market • Description of the typical customer • Justify why this customer should be targeted
Brand Positioning • What is the point of difference that should be used to position brand? • What is the brand positioning statement?
Audience Impact • What should audience think, feel, or do toward brand as result of message exposure? • Goal is to persuade audience of benefits offered by brand
Justification of Impact • State the importance of benefits cited in Impact section for consumers • Answers consumer’s question “what’s in it for me?”
Message Strategy • Propose message appeal that should be used (rational, emotional, or behavioral) • What is a message appeal? • An idea that motivates an audience to respond.