PLANNING ADVERTISING CAMPAIGNS THE CREATIVE BRIEF

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PLANNING ADVERTISING CAMPAIGNS THE CREATIVE BRIEF A document that is given to the creative team to help in their planning of the message execution A creative brief includes the information such as Product information Target audience Ad

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PLANNING ADVERTISING CAMPAIGNS<br>
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THE CREATIVE BRIEF A document that is given to the creative team to help in their planning of the message execution
A creative brief includes the information such as
Product information
Target audience
Ad theme
Key message
Advertising objectives
Developing brand personality
Media mix<br>
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Creative brief is decided by advertising objectives Launching of a new product
Increasing sale of existing product
Covering new market segmentation
Testing the market
Influencing consumer attitude
New use of the existing product
Increasing frequency of use of the product
Winning over new customers
Improving packaging
Changing brand image<br>