Creative brief

The purposes of this assignment are to:

  • Gather relevant information about your client = analyzing and evaluating their marketing strategy.
  • Develop a creative strategy aligned with the client’s marketing strategy, and strengthen their position in the marketplace.
  • Apply key marketing concepts such as segmentation, targeting and positioning.

  1. Review:
    1. In Chapter 5, review pages 141-144, specifically the section titled “The Creative Brief,” as needed.
    2. Watch the videos, the Creative Brief & Sample Brief, in A Creative Brief: Consumer Product
  2. Find out more about your client, Propecia (by Merck).
    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. Develop a creative strategy to target women.
    2. Write a creative brief that corresponds to a company’s strategy and goals.
    3. Develop creative concepts based on the strategy from the brief. Two creative executions are a print ad for targeting consumer audience for women and a brochure for physicians.

      NOTE: this is a push/pull example, as the user of the medication is not the same as the decision-maker (i.e., the physician). This means that a separate brief should be developed for each audience—for a total of two. The print should be for the consumer audience, while the direct marketing is for the physician

    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. Provide supporting informaiton 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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