Briefing

Advertising Campaigns

By:

Chipp T-Box

There are no formulas for designing an advertising campaign.

An old saying states: “To obtain a result that is 100%

good, there must be 10% inspiration and 90% effort.”

Rational, Emotional, and

Instinctive Advertising

The purpose of advertising is to influence people’s conduct = persuade

Rational persuasion:

• Provides arguments consumers can evaluate

Emotional persuasion:

• It is based on feelings and wishes.

Instinctive persuasion:

• Links its proposal to natural impulses

The Creative Briefing

• Document that contains the key information to define the communication strategy.

• It is based on:– The information provided

by the advertiser (brief).

– The research conducted by the advertising agency.

• It must contain:– Key product

characteristics, brand personality, target audience, competition.

Parts of the Creative Briefing

1. General information

– Client, date, campaign, brand, budget, media

2. Target audience

– Definition (who they are), habits, lifestyles

3. Positioning

– Current positioning and sought positioning

4. Promise or benefit

– What the product offers

Parts of the Creative Briefing (cont.)

5. Argument of the promise

– Reasoning that supports the promised benefit

6. Communication tone

– Rational, emotional, or intuitive?

7. Axis of the campaign

– Definition of product based on promised benefit.

8. Concept of the campaign

– How will the product benefits be communicated to

the audience?

Message Analysis

• The core messageWhat to say?

• The way to transmit itHow to say it?

• The target audience Whom to say it to?

• The moment for the audience to see, read, or listen to the messageWhen to say it?

• The means through which the audience will receive the messageWhere to say it?

Creative Expression:

Concept and Idea• The contribution of

advertising to a brand is measured by its capacity to associate value to the product.

• The aim is to choose the determining concept upon which the message will be built.

• Choose the value or feature that will distinguish the product.

The Slogan

The slogan is one of the most characteristic

elements of advertising.

It is a word or phrase referred to the product

or brand.

The function of any slogan is to appeal and

summarize, that is:

•Capture the attention and prompt to read, listen, or watch the rest of the message.

•Generate an association between the brand and its main advantage.

Examples of Current Slogans

Creative Execution

It is producing the advertisements that will be disseminated through the chosen media.

Execution aspects:

• Structure, size, position, and repetition of advertisements .

Execution elements:

• Characters, images, texts, illustration, headings, effects, music, etc.

More Information:

• http://en.wikipedia.org/wiki/A

dvertising_campaign