An ad is only good when it solves the specific problem you want to solve.
Basically, all advertising is about communicating:
the RIGHT information
in the RIGHT way
to the RIGHT people
in the RIGHT place
at the RIGHT time
Successful advertising has to do many things:
It must be visible in order to penetrate the market, then create awareness of the product in order to stimulate consumer interest, which will in turn influence attitudes and perceptions of the product and lead to a changed disposition toward the product that results in a decision to buy.
All advertising in either traditional or emerging media has to do all these things. Direct response advertising concentrates heavily on changing dispositions and pressing for a decision to buy. General advertising tends to concentrate on creating awareness and influencing attitudes and perceptions.
How to Write a Creative Brief
1. Current Position
- Where are you now in the market?
- What advantages do you have over the competition?
- What do you know about consumer usage of your product and similar products on the market? e.g.
how is it used and in what ways?
where it is used?
is it used by the actual buyer?
is it used by several people?
what prices are paid for similar products?
what product features are the most important?
is usage of this product dependent on usage of another product?
- What do you know about consumers' emotional attitudes to this type of product? e.g.
what is the level of awareness of the product?
what image do you and your product have?
is it an impulse or a rational purchase?
does it affect someone's appearance, confidence, etc.?
does it create pride of ownership?
is it used by housewives/the family?
is it: modern/old fashioned
warm/cold
luxury/necessity
experimental/conservative
upmarket/downmarket
good quality/poor quality
Who uses the product or products like it? e.g.
Age/sex/income/class/occupation/type of industry/location
Psychographics:
introvert/extrovert
experimental/traditional
conservative/liberal
economy minded/not
home orientated/outward looking
ambitious/unambitious
2. The Future Position
Where do you want to be?
How do you want to improve your business? Do you want:
improved customer loyalty
increased usage among existing customers
new uses for the product
new users for the product
Can you improve your level of awareness?
have people heard of you?
what do they think of you?
What attitudes do you want current and future users to have?
are there negatives to be overcome?
what market attitudes can you link to?
What non-functional (emotional) needs can the product fulfill?
pride, pleasure, security, safety, thrift, skill, care, etc.
3. Positioning Statement
If you have put together the right information under headings 1 and 2, this should be fairly easy to write. A positioning statement is a succinct sentence stating the best way of positioning the product in the market, bearing in mind product features, product benefits, competitive activity and consumer preferences - both practical and emotional.
A positioning statement should also ensure there is consistency with other products your company may be selling, to give your company an overall positioning.
4. The Target Market
The Target Market or Target Segment is one of the most important in Marketing. Successful marketing is about knowing who you are dealing with and what they want. You cannot be all things to all people and you don't have the resources to try either. So get this right.
You will need a detailed Target Market Profile - Simple Demographics will not do the job for you.
This section should pin-point the group of people it will be most rewarding to reach and influence. Avoid making it simply a list of everyone likely to use your product. It is very hard to be all things to all people to set your priorities right. Bear in mind that media coverage, even with the best mailing list, often extends outside your ideal target market. However, aiming your advertising at your best chances that ensures you attempt to persuade the most important people.
What specific promise (or benefit) are you offering - either practical, emotional or a combination of both?
(I suggest you need both)
Your promise needs to be clear, not diffused through trying to say too much, and must be consistent with consumer attitudes and your positioning stance.
What logical or emotional proof do you have to back-up and explain your promise? How do you turn your product benefit into a believable consumer benefit?
7. Your Tone of Voice
How do you want to sound?
Friendly, institutional, authorative, down-to-earth, professional, international, local, warm, caring, technical, simple, expert, approachable, conservative, radical, etc.
The seven points I have just detailed are the most important for good creative strategies - and, unfortunately, the points most frequently omitted from or glossed over in creative briefs.
If you are using an agency, your account manager will help you put a proper brief together. But you will find that doing it yourself is one of the best ways there is for you to come to grips with what you want your advertising to achieve. And when you are presented with copy and layout to approve or reject, you will be much better able to judge.
Let me know what you think about this
Dr. Brian
CEO MAANZ International http://www.marketing.org.au
Twitter @smartamarketing https://twitter.com/#!/smartamarketing
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