Advertising brief
| 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].
Examples of Advertising brief
- An advertising brief between an advertising agency and a clothing company may include the type of clothing the company produces, the target demographic, the budget for the campaign, the timeline, and the desired outcome.
- An advertising brief between an advertising agency and a food company may include the types of food products the company produces, the target demographic, the budget for the campaign, the timeline, and the desired outcome.
- An advertising brief between an advertising agency and a travel company may include the type of travel services the company provides, the target demographic, the budget for the campaign, the timeline, and the desired outcomes.
- An advertising brief between an advertising agency and a health and wellness company may include the type of health and wellness products the company produces, the target demographic, the budget for the campaign, the timeline, and the desired outcome.
Advantages of Advertising brief
An advertising brief is a great way to ensure that all parties involved in the marketing campaign are on the same page. It is a document that outlines the objectives of the campaign, the target audience, the budget and the timeline. Here are some of the advantages of having an advertising brief:
- A well-crafted advertising brief helps to ensure that the campaign is aligned with the client's objectives and goals. It serves as a roadmap for the creative team, allowing them to focus on delivering the right message to the right people.
- An advertising brief helps to keep costs within the budget. By outlining the budget ahead of time, the creative team can focus on creating the most effective campaign within the allotted budget.
- An advertising brief allows for clear communication between the client and the agency. It helps to ensure that the client is aware of all the details of the campaign, and that the agency understands the client's expectations.
- An advertising brief also helps to ensure that the timeline is met. By setting timelines for each step in the process, the creative team can focus on delivering the campaign on time.
- Finally, an advertising brief can help to ensure that the campaign is successful. By setting clear objectives and outlining the target audience, the creative team can focus on delivering the right message to the right people.
Limitations of Advertising brief
An advertising brief is an informal contract between an advertising agency and a client that outlines the agreement on what a marketing campaign is meant to achieve. However, there are some limitations to this agreement that must be taken into consideration:
- An advertising brief may not be comprehensive enough to cover all aspects of the marketing campaign. The brief may not address the specific goals and objectives of the campaign, or provide enough detail about the target audience, budget and timeline.
- An advertising brief is often created based on assumptions and estimations which can be difficult to measure or track. The success of an advertising campaign cannot be accurately measured or tracked if the brief does not provide enough detail on the metrics used to measure the success of the campaign.
- An advertising brief may not be updated regularly. As the marketing campaign progresses and changes, the brief may not be updated accordingly, resulting in a lack of understanding between the agency and the client.
- An advertising brief may not account for potential issues that arise during the course of the campaign. As unexpected issues can arise, the brief may not provide solutions to these problems, which can cause delays in the execution of the campaign.
An 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. However, there are many other approaches related to Advertising brief that can be used to create an effective marketing campaign. These approaches include:
- Defining the target audience - the brief should clearly define the target audience that the advertisement intends to reach. It should provide information on the age, gender, interests, and other demographic and psychographic characteristics of the target audience.
- Establishing a budget - the brief should clearly define the budget for the marketing campaign. This includes the budget for the production of the advertisement, as well as the budget for media placement.
- Setting objectives - the brief should clearly define the objectives for the marketing campaign. This includes setting measurable goals for the campaign, such as the number of sales or leads generated.
- Determining the message - the brief should clearly define the message that the advertisement intends to communicate. This includes the key messages the advertisement should convey, as well as the tone and style of the advertisement.
In conclusion, an Advertising brief is an essential part of any successful marketing campaign. It should clearly define the target audience, establish a budget, set objectives, and determine the message to be communicated. These elements are essential for creating an effective and successful marketing campaign.
Footnotes
References
- Fincanon J., (2012), Flash Platform Development of Microsites, Advergames and Branded Applications, Taylor & Francis, USA
- Linacre N., (2014), Advertising for Account Holders (RLE Marketing), Routledge
- Shah K., D'Souza A., (2009), Advertising & Promotions, Tata McGraw-Hill Education, New Delhi
- Shimp T. A., (2008), Advertising Promotion and Other Aspects of Integrated Marketing Communications, Cengage Learning, USA
- Tiwari S., (2003), The (Un)Common Sense of Advertising: Getting the Basics Right, SAGE, New Delhi
Author: Kinga Podlasek
