Creating an Advertisement and Creative Brief
The second project/presentation allows you to apply the concepts that you have learned increating an
advertisement. Your presentation should discuss the background and strategic rationale behind your
advertisement. You will submit a creative brief/copy platform (2-3 pages)and a copy of your
advertisement or storyboard.
COMPONENTS OF A CREATIVE BRIEF
Recall that the components of a creative brief are:
Background Information– The target audience
Current position, primary marketing problem
Communication objective(s) Creative Strategy– The message theme Support Statement The
constraints (additional information – tone, technical info.)
Considerations for each component are outlined below. The headings used to provide a suggested outline
for your presentation/creative brief.
Succinctly summarize the general situation/problem/challenge the client is facing or approaching with
this campaign. This may include recent developments, industry trends, competitor actions, consumer
trends, regulatory changes. This section should set up the "bigpicture" for the advertisement. It is
basically the introduction & should provide a context for your audience. Some things to consider in this
section are: (1) the functional, symbolic, and/or experiential attributes/benefits of the product/service;
(2) its perceived & objective strengths & weaknesses relative to the competition. In short, the
background section should summarize the perceived strengths and weaknesses of the product/service
relative to the competition — What is the image of the brand (inconsumers' minds) relative to
Include a copy of the advertisement/promotion. All materials must be created, designed, and executed
exclusively by members of the agency team (you). This includes, but is not limited to, materials such as
layouts, storyboards, audio or video recordings, and store displays.
The advertisement/promotion may be a "rough" or a "storyboard." Specific types of promotions include
but are not limited to:
Television: storyboardsRadio: scriptsMagazine advertisementsNewspaper advertisementsOut-of-home
advertisements: (billboards, transit, etc.)Sales promotions (such as displays)Corporate
AdvertisingInternet/Interactive media (web sites or social media campaigns).
Provide a brief summary of your qualitative research. Be sure and include a brief description of the
issues/questions explored, the procedure, the sample, the findings, the limitations, and the conclusions.
APPENDIX C (if applicable)
Description and/or example(s) of prior advertising by the company.