Preliminary analysis to identify the strategic elements the client’s agency used to develop a Creative Brief. Find any interesting print ad from any current magazine, with at least 25-50 words of copy that convey clear product benefits. Complete the creative brief strategic analysis worksheet.
Submit your document with a copy of the print ad.
The purpose of a Creative Brief is to define the target audience product usage problem, then provide a well-considered strategic solution. Given your selected ad execution, can you interpret what the Account Team intended, and re-construct portions of the Creative Brief?
NOTES
As you analyze your print ad consider:
- Two Problems. Remember the two main problems that drive marketing decisions:
the Business Problem and the Target Problem. Advertising concepts will (hopefully) help solve the Business Problem. The ad execution must also clearly address the Target Problem and speak directly to the Target Profile. Does your ad do this? - Write Tight. Be clear and specific. Focus. Eliminate excess words. Single page only.
- Remember: You’re writing this ‘before’ the ad was executed, so avoid using specific concept references in your descriptions.
RULES
Professional form document with complete sentences or bullets. Single page.
–> Follow this naming nomenclature: 2021352 [last name] dp. Example: 2021352 tucker dp
ALL RESEARCH/CLAIMS MUST BE SUPPORTED AND CITED WITH URLS/REFERENCES.
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