Brief Format - Advertising Campaign in English

Integrantes:
Martínez Alonso Eliana

Melo Irurita Luz Alejandra
Rueda Melo Erika Alexandra
Torres Mogollón Carol Alexander
Zúñiga Londoño Isabel Cristina
Presentado a.
Diego Mauricio Quintero V
Grupo 5
Servicio Nacional de Aprendizaje

SENA
Tecnólogo en gestión de
mercados Ficha: 1966006
1 Modalidad Virtual
1. Escuche la publicidad radial en la sección “Let’s listen”. Después de escucharla
conteste las preguntas de comprensión. Pegue una captura de pantalla en cada
respuesta correcta en el documento.
2
2. Descargue el material “Guidelines for creating an advertising campaign”, ubicado en la
sección “Let’s listen”. Escriba una publicidad radial de una compañía X y preséntela de
manera oral en la sesión virtual (encuentro sincrónico) “Creative Brief”, habilitada y
programada por el instructor. La publicidad debe durar dos minutos como máximo.
“Many Italian restaurants ... like pizzeria la brusqueta none.

Fresh pizza, brusqueta to taste and pizzas, hmm. Wood oven pizzas, with a wide
variety of drinks and liquors.
The brusqueta Av. The architect Gómez costs building number two baker two on
the beach of the americas.
Call us at nine twenty-two seventy-nine seventy-four zero nine we are open from
6 in the afternoon to 2 in the morning.
Seduce your palate with the authentic taste of Italy, rstaurante pizzeria la
brusqueta.”
**A continuación, se adjunta el link para escuchar la publicidad:

https://youtu.be/4HbfxcNIpt8
**Publicidad radial tomada de: ANUNCIO RADIAL EJEMPLO | ANUNCIOS RADIALES EJEMPLOS | 2 DEMOS,
https://www.youtube.com/watch?v=7i_2Nb7zQaI
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3. En la sección “Let’s write”, descargue las instrucciones para elaborar una campaña
publicitaria (Radial, de televisión o promocional) y el diligenciamiento de un brief.
Agregue el brief diligenciado en este documento y envíe la publicidad en el formato de
su preferencia al instructor.
➢ A continuacion se relaciona el link para la consulta del video:

https://youtu.be/IBivdkuY8Uk
FORMATO BRIEF
COMPANY INFORMATION PRESENT TENSE
• Name of the company • Marketing Power LAM S.A.S
• Trade’s name • We believe in your dreams, we make

them come true
• • Company’s activity •
• We provide marketing consulting
services, designing strategic and
administrative solutions for the design
of business Quality Management
Systems
COMPANY HISTORY PRESENT TENSE
History of the company in detail We are a marketing consulting company and

design and quality management systems, with 2
• Advertising has been traditionally years of experience in the market, we are formed
by a group of administrative, design, advertising
done?
and quality professionals, among others, that allow
us to provide solutions services to through
• What kind of advertising and what outsourced virtual services. Our experience and
issues were addressed? service have allowed us to position ourselves in
the microenterprise market in the city of Bogotá.
• What were the objectives of previous We currently have a single main workshop from
campaigns? where we manage all the requirements of our
clients, through digital platforms that allow us to
• What are the characteristics of your achieve the goals defined by our clients within
product or service? their organizations through personalized proposals
that centralize the operational processes of each
company, through strategies. creativities and
• What is the current position of your
analytics that allow each client to make the most of
product in the market?
their resources by acting as an external marketing
department within the same framework.
THE PRODUCT OR SERVICE PRESENT TENSE
Description of the product or service with all We offer each SME client a marketing
its features: experience adapted to their needs, managing
4
all types of accessible plans, carrying out a
• Physical (if it has) detailed and precise analysis of what each
company requires. Within our portfolio are the
• Chemical characterization (if it has) • following services:
Packaging (if it has)
• Benefits ✓ Services Marketing plan

• Trajectory (how long was it released)
✓ Social media management
• Lifecycle
✓ Graphic and audiovisual content products
• Legislation
SWOT MATRIX (STRENGTHS,

WEAKNESSES, OPPORTUNITIES PRESENT TENSE
ANDTHREATS)
• Weaknesses (they are internal to the

company) Weaknesses:
✓ Trajectory and experience in the market.

• Opportunities (they are external, what the
sale opportunities are) ✓ Implementation of Technology required with
• Strengths (they are internal) each client.
✓ Implementation of virtual communication

• Threats (they are external )
with our clients.
Opportunities
✓ Unsatisfied market
✓ Lack of experience of potential customers
✓ Lack of knowledge and information of
potential customers
Strengths
✓ Pioneers in 100% Digital services
✓ No facilities or physical spaces for clients
are required.
✓ Quality and Service
✓ Well structured technological and
administrative processes.
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✓ Competitive prices.
Threats
✓ Aggressive competition
✓ Positioning and Recognition of direct
competition.
✓ Credibility for a new service
✓ Reaction of the leading companies in the
target market.
BUDGET PRESENT TENSE

It’s the money assigned to the project. In this process it is important to take into
account the financial behavior of the company,
since the solid and the financing structure
must be determined. For MP LAM it is
important to be able to expand its business
nationwide, which is why an annual
investment of $ 540,000,000 is required, which
will be used to attract potential clients and to
promote loyalty to our clients.
However, for this first campaign, the total cost

for the 30 days that it will last will be $
45,000,000
CONSUMER/TARGET AUDIENCE PRESENT TENSE

Describe the three types of consumers:
• End consumer: Clients of small and
• End consumer: The person who consumes medium-sized companies that do not have the
the product, but doesn’t decide on the technological infrastructure or capital to
purchase. acquire our services.
• Real consumer or objective: The person • Real consumer or objective: Micro, small
who makes the purchase decision. and medium-sized private sector companies
that require outsourced advisory and
• Potential Consumer: The person who has a consulting services for the development of
provisional contact with the product or who their corporate purpose or distribution of their
will be the consumer in the future. products.
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Describe the profiles • Potential Consumer: that have the need to
• Demographic profile implement the outsourced service for
marketing consultancies within their
companies and have the technological and
financial resources to do so.
The Asesoría Marketing Power LEM company

will focus its attention on small and medium-
sized private sector companies that are
geographically located in the city of Bogotá
and part of its surroundings. We will cover all
economic sectors within companies, to
guarantee a greater extension of our services.
COMPETITION/POSITIONING PRESENT TENSE
Describe the type of competition your product Currently there is no company in the market
or service has: that offers 100% digital services, so we would
not have direct competition.
• Direct
• Hint Main competence
• Main Competition Marketing consulting and design services
PROJECT OBJECTIVES PRESENT TENSE
Describe the goal to be achieved in your Position our company in the market at the
project. local level (Bogotá) with a view to expansion
at the national level
MARKET RESEARCH PRESENT TENSE
Explain the market research you have made The current situation in the country allows us
in your project: which are the latest changes to develop our business more easily compared
of consumers and the target public? to other companies that provide consulting
services, since in the digital age it is essential
to have the technological elements that allow
us to extend our services without causing an
impact on operations. daily of our clients.
Our company manages the method by

competition in this way, we win over it, we
guarantee market penetration, thanks to
quality, efficiency and price, since they are not
the most costly in the market, we have the
certainty of becoming the leaders in
7
adaptation of marketing services in the new
commercial world for quality and price
SCHEDULE PRESENT TENSE
Initial Date until deadline. Week One: Definition of plan objectives

The most Critical Date need to be arranged Second Week: Market Research and
and Written here. Competition.
Third Week: Formulation of the plan and
development of advertising strategies.
Fourth week: Development and promotion of
strategies.
Fifth week: Campaign launch.
Campaign: Launch
Release date: September 20, 2020
Place: Bogotá D.C.
Brand: MP LAM
Duration: 30 days
Investment: $ 45,000,000 COP
4. En la sección “Vocabulary” aparee la palabra en inglés con el concepto correcto.Tome

capturas de pantalla de cada grupo de palabras correctamente ubicadas yagréguelas
al documento.
8
9

Brief Format - Advertising Campaign in English

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Brief Format - Advertising Campaign in English

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Formatos disponibles

Integrantes:

Martínez Alonso Eliana

Servicio Nacional de Aprendizaje

“Many Italian restaurants ... like pizzeria la brusqueta none.

**A continuación, se adjunta el link para escuchar la publicidad:

➢ A continuacion se relaciona el link para la consulta del video:

• Trade’s name • We believe in your dreams, we make

History of the company in detail We are a marketing consulting company and

• Benefits ✓ Services Marketing plan

SWOT MATRIX (STRENGTHS,

• Weaknesses (they are internal to the

✓ Trajectory and experience in the market.

• Strengths (they are internal) each client.

✓ Implementation of virtual communication

✓ Lack of experience of potential customers

✓ Lack of knowledge and information of

✓ Pioneers in 100% Digital services

✓ No facilities or physical spaces for clients

✓ Quality and Service

✓ Well structured technological and

✓ Positioning and Recognition of direct

✓ Credibility for a new service

✓ Reaction of the leading companies in the

BUDGET PRESENT TENSE

However, for this first campaign, the total cost

CONSUMER/TARGET AUDIENCE PRESENT TENSE

The Asesoría Marketing Power LEM company

COMPETITION/POSITIONING PRESENT TENSE

PROJECT OBJECTIVES PRESENT TENSE

MARKET RESEARCH PRESENT TENSE

Our company manages the method by

SCHEDULE PRESENT TENSE

Initial Date until deadline. Week One: Definition of plan objectives

Release date: September 20, 2020

Place: Bogotá D.C.

Investment: $ 45,000,000 COP

4. En la sección “Vocabulary” aparee la palabra en inglés con el concepto correcto.Tome

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