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Creative Brief and Advertising campaign

Daniel Kevins

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  1. Select one of the brands listed below:
    1. Kia Soul
    2. Rolex
    3. Yuengling Beer
    4. White Wave Soy Milk
    5. Chipotle
    6. Old Navy
    7. Miller High Life
  2. Research the brand you selected:
    1. Research the company and the industry in which it competes. Gather more information about their brand, competition, etc. Keep track of your sources.
    2. Conduct market research using academic sources. Include various databases available through the Franklin University library. A simple Google search would not be enough.
    3. Cite your sources in the brief and include the references in APA at the end of the brief.
  3. Write a 1-2 page creative brief:
    1. Research the marketing strategy of your selected brand.
    2. Propose an advertising objective based on what your research reveals about the marketing challenge facing their company. NOTE: Campaign should include at least 3 of the following creative elements: TV, radio, print ads, direct marketing, social media, and outdoor advertising.
  4. Follow the brief format below:
    1. Objective: Identify and review the main objectives for the promotional campaign. Describe how the objectives will guide the campaign. Specifically discuss the objectives in relation to the organization’s marketing strategy.
    2. Target audience: Identify and discuss the target audience. Be specific about who the audience is and why that target audience has been selected. Tie it back to the organization’s marketing strategy.
    3. Key Message: Identify one key message to communicate in the advertising. This should be one thing only, not two or more. The key message should be clear and specific for your audience. Support information that can explain why this message is relevant to your audience. Note: Don’t confuse a slogan with the message strategy. A slogan is just another creative element.
    4. Support: Justify your key message. Cite your sources.
    5. Guidelines: Provide additional informational requirements that the client wants the creative team to incorporate in the advertising.
  5. APA style: Include references in APA style as applicable.
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Daniel Kevins

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