Advertising brief

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Advertising brief
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Advertising brief is an informal contract between an advertising agency and a client that describes an agreement on what a marketing campaign is destined to achieve, represents the understanding on different aspects[1].

Advertising brief consists of three elements[2]:

  • Background Advertising Brief; the competition, earlier advertising of the mark, brand performance against a market background, competitive report, basic brand characteristics,
  • Creative Brief; campaign terms, conditions, and requirements, destined audience review, brand propositions and agreement, confirmation of the promise, character of the brand, desirable image, advertising assignment, basic customer insight,
  • Media Brief; advertising assignment, media goal, geographical preferences of the market, recommended media, target audience figure, media budget, length of the campaign.

For example, the explanation of the target audience in terms of marketing can be too overall. From the advertising way of looking might be required a more particular, incisive and deeper definition of the target audience. Additionally, the customer's form of brand promise can be just from the product's perspective, not the client's point of view or might be the mark locating stated. These need to be shown from the costumer's perspective converted into the advertising suggestion. The proposition, the suggestion should sound appealing, impressive and interesting to the creative people[3]. „ It should ring creative 'bells' in their minds."[4] Firstly, the media and creative briefs are created, then they are passed to the specific units. Before work on the briefs started is required to talk over carefully and agree upon by all interested. Nearly all briefs need to be in writing, even the customer briefs[5].

The agency's advertising brief

Every now and then the customer's brief includes lots of facts that may not be through connection with the agency. For instance, it can comprise information about monthly production data of the corporation's products or capacities. These figures should be sorted and provided to advertising, for the agency this is a jumping-off point to establish the audience media plan. The advertising brief defines the marks of advertising goals. They are due to the customer's marketing objectives. It is very important to difference advertising, marketing, and sales objectives, to be able to opine advertising's effectivity. Very often clients do not differentiate. Frequently, customers do not see differences between them[6].

The creative perspective

It is not easy to write a brief for specialist, tough or incomprehensible products because it needs to be shown as a simple and understandable advertising brief[7].

The first element of creating an advertising brief is research. It can be comprised of a lot of approaches. Secondly, when the research is finalised, a project is worked out to design a map for the advertising campaign. Contained in it is a creative brief[8].

Creatives have to take into consideration two prospects: the client's point of view and the advertiser's goals. They will show a lot of healthy scepticism about the advertiser's claims. The creative group should understand what potential customers reflect and think about the product and the brand. They also must comprehend the advertiser's point of view, understand what he wants them to opine if they bring closer the advertiser's purposes and the present reality. The belief in the product and the chance of realizing designated assignments is essential[9].


  1. T. A. Shimp, (2008), p. 219
  2. S. Tiwari, (2003), p. 290
  3. S. Tiwari, (2003), p. 290
  4. S. Tiwari, (2003), p. 290
  5. S. Tiwari, (2003), p. 290
  6. K. Shah, A. D'Souza, (2009), p. 799
  7. N. Linacre, (2014)
  8. J. Fincanon, (2012), p. 26
  9. N. Linacre, (2014)


Author: Kinga Podlasek