Creative BriefCreative Brief

Cortney RieseCortney Riese

Stephanie McCuen Stephanie McCuen

and Eric Meurerand Eric Meurer

Marketing or Advertising Marketing or Advertising ObjectiveObjective

What you want the Ads to AccomplishWhat you want the Ads to Accomplish Most Often a Sales NumberMost Often a Sales Number Should be MeasurableShould be Measurable Example: Example:

• Increase consumer awareness of Certs Increase consumer awareness of Certs

Powerful Mints by 25%Powerful Mints by 25%• Increase the demand of Certs Powerful Increase the demand of Certs Powerful

Mints by 30%Mints by 30%

Creative BriefCreative Brief

How you are going to Accomplish itHow you are going to Accomplish it Is Made up of Is Made up of

• Target AudienceTarget Audience• Advertising Strategy StatementAdvertising Strategy Statement• Supporting Features and BenefitsSupporting Features and Benefits• Advertising ToneAdvertising Tone• Advertising ThemeAdvertising Theme

Target AudienceTarget Audience

Who you are Advertising toWho you are Advertising to Made up ofMade up of

• DemographicsDemographics• Psychographic Psychographic • GeographicsGeographics• Media Use PatternsMedia Use Patterns• Purchase/ Use PatternsPurchase/ Use Patterns

DemographicsDemographics

Who they are (married, job type, age, Who they are (married, job type, age, education, recreation, etc.)education, recreation, etc.)

Example:Example:• Our target audience will be men, ages 16 to 25. These men either are in Our target audience will be men, ages 16 to 25. These men either are in

school or beginning their first job. If they are in High School or College, school or beginning their first job. If they are in High School or College, many of them are working part-time, service oriented jobs. Once they many of them are working part-time, service oriented jobs. Once they have completed school, most of them enter the professional world. They have completed school, most of them enter the professional world. They are living at home or alone for the first time. Paying bills is a new thing to are living at home or alone for the first time. Paying bills is a new thing to them. Their income varies from as little are nothing, to $30,000 a year. them. Their income varies from as little are nothing, to $30,000 a year. These men are very active, participating in extra-curricular activities These men are very active, participating in extra-curricular activities (especially sports), these tendencies carry on into their later lives. As (especially sports), these tendencies carry on into their later lives. As target audiencetarget audience==s age increases, so does their likelihood to own a car, and s age increases, so does their likelihood to own a car, and other material goods. Most of these young men are either dating or in other material goods. Most of these young men are either dating or in some form of relationship, nothing too serious however. Few of these men some form of relationship, nothing too serious however. Few of these men are seeking marriage, but they are looking for something long lasting.are seeking marriage, but they are looking for something long lasting.

PsychographicsPsychographics

What they think and FeelWhat they think and Feel Values, Attitudes, and Lifestyles (VALS)Values, Attitudes, and Lifestyles (VALS) Example:Example:

• The target audience is very focused on their lives. They are at a The target audience is very focused on their lives. They are at a point where they are creating their future, and are very intent on it point where they are creating their future, and are very intent on it being enjoyable. They do well in school, but their friends are more being enjoyable. They do well in school, but their friends are more important. They go out with them two or more times a week. important. They go out with them two or more times a week. These men are also concerned with their looks. They need to feel These men are also concerned with their looks. They need to feel attractive to the opposite sex, and spend a lot of their time and attractive to the opposite sex, and spend a lot of their time and money in that pursuit. Religion is not a big issue in their lives. money in that pursuit. Religion is not a big issue in their lives. Most of them were raised with some form of belief, but they donMost of them were raised with some form of belief, but they don==t t feel a strong commitment to it. The target audience believes that feel a strong commitment to it. The target audience believes that the world in at their fingertips, and in most cases it is.the world in at their fingertips, and in most cases it is.

GeographicsGeographics

Where they liveWhere they live Example:Example:

• These men live in Suburban areas, These men live in Suburban areas, usually larger cities of 40,000 or usually larger cities of 40,000 or more. These towns are spread nation more. These towns are spread nation wide.wide.

Media Use PatternsMedia Use Patterns

What media they expose themselves What media they expose themselves to and how oftento and how often

Example:Example:• The television is a staple of these men. They spend a lot of time The television is a staple of these men. They spend a lot of time

watching ESPN and other sports shows. They also tune into watching ESPN and other sports shows. They also tune into Jerry Jerry SpringerSpringer, , South ParkSouth Park, , SeinfieldSeinfield, and other cereal comedies. Placing ads , and other cereal comedies. Placing ads during these shows in early evening and night slots would be the best during these shows in early evening and night slots would be the best way to reach our target audiences through the television. Magazines way to reach our target audiences through the television. Magazines and newspapers are not very big among this population group. They and newspapers are not very big among this population group. They dondon==t spend a lot of time reading because they would rather be doing t spend a lot of time reading because they would rather be doing something active. If they do subscribe or purchase magazines they something active. If they do subscribe or purchase magazines they would prefer reading would prefer reading MenMen==s Healths Health, , Sports IllustratedSports Illustrated, or other similar , or other similar magazines. Placing ads in these magazines would be a good way to magazines. Placing ads in these magazines would be a good way to promote Certs Powerful Mints. promote Certs Powerful Mints.

Media Use Example Con.Media Use Example Con.

Many of these magazines are fitness or health oriented this Many of these magazines are fitness or health oriented this product would fit in well with the content. Since these men product would fit in well with the content. Since these men tend to drive quite often, placing outdoor advertisements on the tend to drive quite often, placing outdoor advertisements on the way into the downtown area of the city would be a good way to way into the downtown area of the city would be a good way to reach these men. Advertising on buses would be best if they reach these men. Advertising on buses would be best if they were placed on the outside. The target audience may travel the were placed on the outside. The target audience may travel the same routes as the buses, but are not likely to actually ride same routes as the buses, but are not likely to actually ride them. If there is a form of subway, however, in that particular them. If there is a form of subway, however, in that particular city advertisements around or on the trains would reach many city advertisements around or on the trains would reach many of our older target audience members. The best form of media of our older target audience members. The best form of media to use would be the radio. These men listen to alternative or to use would be the radio. These men listen to alternative or rock stations. They tune in quite frequently when driving, at rock stations. They tune in quite frequently when driving, at home, or even when they are playing sports or working out. home, or even when they are playing sports or working out. Our target audience makes themselves available to almost all Our target audience makes themselves available to almost all of the medias, making them easy to reach.of the medias, making them easy to reach.

Purchase and Use PatternsPurchase and Use Patterns

Where, why, and how often they will Where, why, and how often they will use the productuse the product

Where, why, and how often they will Where, why, and how often they will buy the productbuy the product

Example:Example:• Since impressions are important to these men, they will use this Since impressions are important to these men, they will use this

product often. They will use it when they are on a date or out product often. They will use it when they are on a date or out with their friends. They can use it anywhere when they are in a with their friends. They can use it anywhere when they are in a situations where they cansituations where they can==t brush their teeth but still want fresh t brush their teeth but still want fresh breath. They will buy one of two boxes of Certs Powerful Mints a breath. They will buy one of two boxes of Certs Powerful Mints a week. They will pick them up at grocery or convenience stores week. They will pick them up at grocery or convenience stores where they are displayed near the register.where they are displayed near the register.

Advertising StrategyAdvertising Strategy

What your ads will doWhat your ads will do Example:Example:

• Advertising will persuade young men Advertising will persuade young men that Certs Powerful Mints will provide that Certs Powerful Mints will provide them with fresh breath quickly in any them with fresh breath quickly in any situation.situation.

Supporting Features and Supporting Features and BenefitsBenefits

Why your product is better than the Why your product is better than the competitioncompetition

Why the consumer will want to buy itWhy the consumer will want to buy it Example:Example:

• FeatureFeature: Certs Powerful Mints come in credit card sized plastic box: Certs Powerful Mints come in credit card sized plastic box• BenefitBenefit: Easy to slip into a pocket and be inconspicuous.: Easy to slip into a pocket and be inconspicuous.• FeatureFeature: Each box contains 50 mints: Each box contains 50 mints• BenefitBenefit: Do not have to buy as often, less likely to run out when : Do not have to buy as often, less likely to run out when

needed.needed.• FeatureFeature: Mints contain RETSYN.: Mints contain RETSYN.• BenefitBenefit: RETSYN is a patented product that has been proven to : RETSYN is a patented product that has been proven to

freshen breath, not just cover it. freshen breath, not just cover it.

ToneTone

What you want your ads to sound/ What you want your ads to sound/ look like to your target audiencelook like to your target audience

Example:Example:• The tone of the ad is humorous, but The tone of the ad is humorous, but

informative. They are brightly informative. They are brightly colored and funcolored and fun.

Advertising ThemeAdvertising Theme

Your slogan/ jingle/ taglineYour slogan/ jingle/ tagline Example:Example:

• Get Fresh. Anytime, AnywhereGet Fresh. Anytime, Anywhere

And that’s a Creative And that’s a Creative Brief…..Brief…..

Are there Are there any any

Questions?Questions?