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IMC Assignment 1

The creative brief provides direction to the creative team by outlining the creative strategy, key execution details, target audience, brand position, proposition, media considerations, objectives, and facets of advertising effects. It is prepared by the account planner to summarize the basic marketing and advertising strategy for developing an effective creative concept. The brief considers whom to advertise to, which regions to cover, when to advertise, and the duration of the campaign.

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Mohammed Zahin O V
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31 views

IMC Assignment 1

The creative brief provides direction to the creative team by outlining the creative strategy, key execution details, target audience, brand position, proposition, media considerations, objectives, and facets of advertising effects. It is prepared by the account planner to summarize the basic marketing and advertising strategy for developing an effective creative concept. The brief considers whom to advertise to, which regions to cover, when to advertise, and the duration of the campaign.

Uploaded by

Mohammed Zahin O V
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Integrated Marketing Communications

Soumya, Zahin, Kritika, Abhinav

The creative brief


Creative strategy or message strategy: what the ad says. Execution: how it is said.

The creative brief spells out the creative strategy and key execution details.
It is prepared by the account planner to summarize the basic marketing and advertising strategy. It provides direction to the creative team to develop a creative concept.

Key concepts
Target audience Brand position

Proposition or selling idea


Media considerations

Media planning

Objectives
Whom to advertise to (target audiences)? Which geographic regions to cover? When to advertise?

Duration of the campaign?

Facets Model of Effects


See/hear Feel Think/understand Connect Believe Act/do

Few print add that made us think and understand


To change the current mind for set of people
To initiate a change against the evil in society For spreading awareness

Adds that made the youth connect to the brand identity


Using celebrity for branding
Helping youth to relate with product personality To be the trend setters

Adds that made the viewers emotional.


Create a feeling Touches our emotion

Adds that helped to change the attitude.

Adds that stimulate to add


Act/do Stimulate trial, purchase, repurchase or some other form of action.

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