The Creative Brief

1. The Creative Brief MKT 3850 Dr. Don Roy

2. The Creative Brief • A document that outlines strategy for creating ad messages. • Handed off to creative team to produce message

3. Creative Brief Contents • Message objective • Target audience definition • Brand positioning • Audience impact desired • Justification • Message strategy

4. 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

5. 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

6. Brand Positioning • What is the point of difference that should be used to position brand? • What is the brand positioning statement?

7. 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

8. Justification of Impact • State the importance of benefits cited in Impact section for consumers • Answers consumer’s question “what’s in it for me?”

9. 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.