1 / 15

Intro to Adv 2019 - Session 8

The creative brief

novrita
Download Presentation

Intro to Adv 2019 - Session 8

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Introduction to Advertising Topic 8 The creative brief

  2. The Creative Brief “Creative Brief is a document which provides information to guide the creative team to establish advertising creative strategy, concepts/ideas” It is written by the account team based on the advertising brief which is a document given by client to agency. Creative Brief Advertising Brief AGENCY

  3. Understanding the Creative Brief Requires specific skills, which are: • Skills to interpret information written on the creative brief as the basis of concept development • Specific skills in formulating creative strategy in the form of art direction and copywriting.

  4. The Creative Brief (1/2) • Product/brand information • What marketing problem advertising must address • What is the advertising objective • Who is the target audience • What message/promise must be given to the target audience • Why will that message appeal to the target audience

  5. The Creative Brief (2/2) • Tone and manner of the advertising • Media platform • Creative tasks • Budget • Deadline

  6. Message Execution How to convey the advertising message to the target audience? “Attractive, attention getting!” “Simple and easy to understand!” “… able to create the perception as defined in the creative strategy”

  7. TV & Digital Video • Commercial

  8. Elements of TV & Digital Video Commercials • A story line • Visuals • Sounds : music, dialogs, • Movements • Camera shots ( short, mid, long) • Lighting

  9. Storyboard of TVC Elements of Storyboard: • Consists of a number of frames which tell a story • Visual element • Audio element (script)

  10. PROJECT / COURSEWORK • Based on advertising brief establish a creative brief! • Based on creative brief create 30”-60” storyboard for TV or Digital Video Commercial

More Related