Structure for Advertising Brief
Part A: Advertising Brief to go to agency
1.0 Background
What is the background to the advertising? What is the background on the company – history, achievement, philosophy, and advertising? What is the background on your product or service – when it was launched, unique features, competitive advantage? Who are your main competitors and why? Are there any changes or special considerations in the marketplace?
1.1 Organisation
1.2 Competitors
1.3 Previous Advertising
2.0 Advertising Problem
What is the advertising problem – What is the reason that we need to advertise?
3.0 Objectives
What do we want this advertising to accomplish? These are the advertising objectives. Do you want to create an image, change a perception, and/or communicate information? For example:
• To increase brand awareness (e.g., up to 80% of target)
• To increase sales (e.g., 5% by 6 months)
• To increase the amount of people who drop in by what by when
4.0 Target Market
Who are we talking to, and what do we know about them? This is our target market. Is there a particular segment you would like to target – families, young people, or workers? Who is your most viable segment? What is the consumer insight?
4.1 Who
4.2 Consumer insight
5.0 Brand Personality
How do we want consumers to describe the brand – its essence and personality? What do we want the brand to mean to the audience?
6.0 Strategy
What’s the single most important thing we want them to take out of this advertising? What’s the most important idea, feeling or memory we want our advertising to leave with the consumer? How are we going to sell it? What is the strategy?
7.0 Media
What media should be considered?
7.1 TV – which program
7.2 Magazine – which magazine
7.3 Social media – which ones and is it a page or a Facebook AD
8.0 Creative
Is there any direction or considerations for the creative?
9.0 Budget and Timing
What is the budget and the timing of the campaign? For example
TV $100,000
Magazine $30,000
Social Media $1,000
Production $100,000
Agency Fee $10,000
Total: $241,000
Flighting/Continuous/Pulsing over how long
10.0 Mandatories
Is there anything else worth thinking about that might help us achieve great advertising? Is there any current trend, fad, or news?Is there anything that we must get into our advertising?Logo, contact details, website? Include all the mandatories here.
Part B: The justification – (to your boss)
1. Background
2. Advertising Problem
3. Objectives
4. Target Market
5. Brand Personality
6. Strategy
7. Media
8. Creative
9. Budget and Timing
10. Mandatories
