SlideShare a Scribd company logo

COPY WRITING - What is Brief?

What is Brief?

1 of 21
Download to read offline
MODULE V
Brief
What is Brief?
• A brief is one of the most important aspects of a Client servicing
executive.
• Critical to the creative process is developing a clear understanding of
our clients' needs and expectations.
• At the important initial meetings we listen and ask a lot of questions
to help us establish the full scope of the project, budget parameters
and timelines.
• A Document confirming understanding between a client and an
advertising agency on:
a. Objectives of an advertising campaign
b. Identification of the targeted audience
c. Strategies to be adopted in reaching the audience
d. The timeframe of the campaign,
e. Its total estimated cost.
Advertising brief / Agency Brief
• Brief also include: Promise of the product, Tone of voice,
Communication channels, Restrictions etc.
• An advertising brief is a summary document providing information
about the expectations associated with an advertising campaign so all
parties know what is expected of them.
• The client understands what services are included and has
information about the time frame, while the advertising firm knows
how much money it will receive for the campaign and what it will
need to do to ful fill the contract.
Marketing Brief or Marketing Communications Brief
• It is a document prepared by client servicing executive.
• Marketing brief is a document outlining the expectations by a
company's marketing team regarding an advertising campaign.
• The marketing team can clearly define what they want the creative
team to create.
• All this information is converted into a document know as Marketing
Brief and the entire process is known as client servicing.
The purpose of marketing brief:
a. To help assess client’s current situation, both internally and relative
to its competition. It’s the starting point for any work agency do for
their customers.
b. Marketing brief provide the foundation for refining clients marketing
message and revising and updating their marketing and advertising
program.
c. To clearly lay out a framework for the creative team. The process can
be driven by either side - creative or marketing - but both sides need to
agree on the brief before the work can commence.

Recommended

Marketing course overview and detail Assent Consulting Group
Marketing course overview and detail Assent Consulting GroupMarketing course overview and detail Assent Consulting Group
Marketing course overview and detail Assent Consulting GroupDavid Myles
 
Surprisingly easy ways to develop your business
Surprisingly easy ways to develop your businessSurprisingly easy ways to develop your business
Surprisingly easy ways to develop your businessBrandon Houseworth
 
Guide to developing_a_marketing_plan
Guide to developing_a_marketing_planGuide to developing_a_marketing_plan
Guide to developing_a_marketing_planKishore Pk
 
Getting brilliant briefs from your client
Getting brilliant briefs from your clientGetting brilliant briefs from your client
Getting brilliant briefs from your clientKathryn Ellis
 

More Related Content

Similar to COPY WRITING - What is Brief?

Marketing brief – cheat sheet
Marketing brief – cheat sheetMarketing brief – cheat sheet
Marketing brief – cheat sheetBillVallis
 
Regent presentation-1
Regent presentation-1Regent presentation-1
Regent presentation-1Daniel Adjei
 
zain corporate comms prop
zain corporate comms propzain corporate comms prop
zain corporate comms propnicki page
 
COM 213 Speech Outline TemplateUse this template to plan the o
COM 213 Speech Outline TemplateUse this template to plan the oCOM 213 Speech Outline TemplateUse this template to plan the o
COM 213 Speech Outline TemplateUse this template to plan the oLynellBull52
 
Marketing_Brief_Blog_4Ps_Slides_v2.pdf
Marketing_Brief_Blog_4Ps_Slides_v2.pdfMarketing_Brief_Blog_4Ps_Slides_v2.pdf
Marketing_Brief_Blog_4Ps_Slides_v2.pdfBillVallis
 
Essential Steps for Digital Media Buying and Planning
Essential Steps for Digital Media Buying and PlanningEssential Steps for Digital Media Buying and Planning
Essential Steps for Digital Media Buying and PlanningNitin Karkara
 
A course on Content marketing
A course on Content marketingA course on Content marketing
A course on Content marketingRohit Kumar
 
[Tomorrow Marketers] Briefing.pdf
[Tomorrow Marketers] Briefing.pdf[Tomorrow Marketers] Briefing.pdf
[Tomorrow Marketers] Briefing.pdfTRNGVVN9
 
Advertising planning and budget
 Advertising planning and budget  Advertising planning and budget
Advertising planning and budget Kushal Kaushik
 
The Marketing Plan
The Marketing PlanThe Marketing Plan
The Marketing PlanMuhammad Ali
 
Re broker-5e - 7
Re broker-5e - 7Re broker-5e - 7
Re broker-5e - 7alliedccd
 
oGIP Tier 2 - Attracting the right people
oGIP Tier 2 - Attracting the right peopleoGIP Tier 2 - Attracting the right people
oGIP Tier 2 - Attracting the right peopleAIESEC
 

Similar to COPY WRITING - What is Brief? (20)

Campaign Planning
Campaign PlanningCampaign Planning
Campaign Planning
 
Marketing brief – cheat sheet
Marketing brief – cheat sheetMarketing brief – cheat sheet
Marketing brief – cheat sheet
 
Sm 8
Sm 8Sm 8
Sm 8
 
Regent presentation-1
Regent presentation-1Regent presentation-1
Regent presentation-1
 
Marketing and start ups
Marketing and start ups Marketing and start ups
Marketing and start ups
 
Marketing and start ups
Marketing and start upsMarketing and start ups
Marketing and start ups
 
zain corporate comms prop
zain corporate comms propzain corporate comms prop
zain corporate comms prop
 
Marketing plan
Marketing planMarketing plan
Marketing plan
 
IFTF Conference - How to Develop an Effective Business Plan
IFTF Conference - How to Develop an Effective Business PlanIFTF Conference - How to Develop an Effective Business Plan
IFTF Conference - How to Develop an Effective Business Plan
 
COM 213 Speech Outline TemplateUse this template to plan the o
COM 213 Speech Outline TemplateUse this template to plan the oCOM 213 Speech Outline TemplateUse this template to plan the o
COM 213 Speech Outline TemplateUse this template to plan the o
 
Marketing_Brief_Blog_4Ps_Slides_v2.pdf
Marketing_Brief_Blog_4Ps_Slides_v2.pdfMarketing_Brief_Blog_4Ps_Slides_v2.pdf
Marketing_Brief_Blog_4Ps_Slides_v2.pdf
 
Essential Steps for Digital Media Buying and Planning
Essential Steps for Digital Media Buying and PlanningEssential Steps for Digital Media Buying and Planning
Essential Steps for Digital Media Buying and Planning
 
A course on Content marketing
A course on Content marketingA course on Content marketing
A course on Content marketing
 
[Tomorrow Marketers] Briefing.pdf
[Tomorrow Marketers] Briefing.pdf[Tomorrow Marketers] Briefing.pdf
[Tomorrow Marketers] Briefing.pdf
 
Advertising planning and budget
 Advertising planning and budget  Advertising planning and budget
Advertising planning and budget
 
The Marketing Plan
The Marketing PlanThe Marketing Plan
The Marketing Plan
 
Re broker-5e - 7
Re broker-5e - 7Re broker-5e - 7
Re broker-5e - 7
 
Business plan
Business planBusiness plan
Business plan
 
Creative Brief.pptx
Creative Brief.pptxCreative Brief.pptx
Creative Brief.pptx
 
oGIP Tier 2 - Attracting the right people
oGIP Tier 2 - Attracting the right peopleoGIP Tier 2 - Attracting the right people
oGIP Tier 2 - Attracting the right people
 

More from M.V.L.U. COLLEGE

FILM COMMUNICATION - Understanding Aspects of Films
FILM COMMUNICATION - Understanding Aspects of FilmsFILM COMMUNICATION - Understanding Aspects of Films
FILM COMMUNICATION - Understanding Aspects of FilmsM.V.L.U. COLLEGE
 
FILMS COMMUNICATION - HISTORY Still Pictures to Moving Images
FILMS COMMUNICATION - HISTORY Still Pictures to Moving ImagesFILMS COMMUNICATION - HISTORY Still Pictures to Moving Images
FILMS COMMUNICATION - HISTORY Still Pictures to Moving ImagesM.V.L.U. COLLEGE
 
Media P&B DIGITAL MEDIA BUYING
Media P&B DIGITAL MEDIA BUYINGMedia P&B DIGITAL MEDIA BUYING
Media P&B DIGITAL MEDIA BUYINGM.V.L.U. COLLEGE
 
Media P&B DIGITAL MEDIA PLANNING
Media P&B DIGITAL MEDIA PLANNINGMedia P&B DIGITAL MEDIA PLANNING
Media P&B DIGITAL MEDIA PLANNINGM.V.L.U. COLLEGE
 
Media P&B NEGOTIATION SKILLS IN MEDIA BUYING
Media P&B NEGOTIATION SKILLS IN MEDIA BUYINGMedia P&B NEGOTIATION SKILLS IN MEDIA BUYING
Media P&B NEGOTIATION SKILLS IN MEDIA BUYINGM.V.L.U. COLLEGE
 
Media P&B COMMUNICATION MIX
Media P&B COMMUNICATION MIXMedia P&B COMMUNICATION MIX
Media P&B COMMUNICATION MIXM.V.L.U. COLLEGE
 
Media P&B SELECTING SUITABLE MEDIA OPTIONS AND MEDIA BUYING
Media P&B SELECTING SUITABLE MEDIA OPTIONS AND MEDIA BUYINGMedia P&B SELECTING SUITABLE MEDIA OPTIONS AND MEDIA BUYING
Media P&B SELECTING SUITABLE MEDIA OPTIONS AND MEDIA BUYINGM.V.L.U. COLLEGE
 
Media P&B CRITERION FOR SELECTING MEDIA VEHICLES
Media P&B CRITERION FOR SELECTING MEDIA VEHICLESMedia P&B CRITERION FOR SELECTING MEDIA VEHICLES
Media P&B CRITERION FOR SELECTING MEDIA VEHICLESM.V.L.U. COLLEGE
 
Media P&B MEDIA PLANNNG PROCESS
Media P&B MEDIA PLANNNG PROCESSMedia P&B MEDIA PLANNNG PROCESS
Media P&B MEDIA PLANNNG PROCESSM.V.L.U. COLLEGE
 
Media P&B SOURCES OF MEDIA RESEARCH
Media P&B SOURCES OF MEDIA RESEARCHMedia P&B SOURCES OF MEDIA RESEARCH
Media P&B SOURCES OF MEDIA RESEARCHM.V.L.U. COLLEGE
 
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTIONMedia P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTIONM.V.L.U. COLLEGE
 
COPY WRITING - Evaluation of Advertising Campaign
COPY WRITING - Evaluation of Advertising CampaignCOPY WRITING - Evaluation of Advertising Campaign
COPY WRITING - Evaluation of Advertising CampaignM.V.L.U. COLLEGE
 
COPY WRITING - Various types of Advertising appeals and execution styles
COPY WRITING - Various types of Advertising appeals and execution stylesCOPY WRITING - Various types of Advertising appeals and execution styles
COPY WRITING - Various types of Advertising appeals and execution stylesM.V.L.U. COLLEGE
 
COPY WRITING - How to Write Copy In General
COPY WRITING - How to Write Copy In GeneralCOPY WRITING - How to Write Copy In General
COPY WRITING - How to Write Copy In GeneralM.V.L.U. COLLEGE
 
COPY WRITING - Writing copy for various Media
COPY WRITING - Writing copy for various MediaCOPY WRITING - Writing copy for various Media
COPY WRITING - Writing copy for various MediaM.V.L.U. COLLEGE
 
COPY WRITING - Writing Persuasive Copy
COPY WRITING - Writing Persuasive CopyCOPY WRITING - Writing Persuasive Copy
COPY WRITING - Writing Persuasive CopyM.V.L.U. COLLEGE
 
COPYWRITING - TRANSCREATIVITY
COPYWRITING - TRANSCREATIVITYCOPYWRITING - TRANSCREATIVITY
COPYWRITING - TRANSCREATIVITYM.V.L.U. COLLEGE
 
COPYWRITING - Idea Generation Techniques
COPYWRITING - Idea Generation TechniquesCOPYWRITING - Idea Generation Techniques
COPYWRITING - Idea Generation TechniquesM.V.L.U. COLLEGE
 
COPYWRITING - CREATIVE THINKING
COPYWRITING - CREATIVE THINKINGCOPYWRITING - CREATIVE THINKING
COPYWRITING - CREATIVE THINKINGM.V.L.U. COLLEGE
 
INTRODUCTION TO COPYWRITING
INTRODUCTION TO COPYWRITINGINTRODUCTION TO COPYWRITING
INTRODUCTION TO COPYWRITINGM.V.L.U. COLLEGE
 

More from M.V.L.U. COLLEGE (20)

FILM COMMUNICATION - Understanding Aspects of Films
FILM COMMUNICATION - Understanding Aspects of FilmsFILM COMMUNICATION - Understanding Aspects of Films
FILM COMMUNICATION - Understanding Aspects of Films
 
FILMS COMMUNICATION - HISTORY Still Pictures to Moving Images
FILMS COMMUNICATION - HISTORY Still Pictures to Moving ImagesFILMS COMMUNICATION - HISTORY Still Pictures to Moving Images
FILMS COMMUNICATION - HISTORY Still Pictures to Moving Images
 
Media P&B DIGITAL MEDIA BUYING
Media P&B DIGITAL MEDIA BUYINGMedia P&B DIGITAL MEDIA BUYING
Media P&B DIGITAL MEDIA BUYING
 
Media P&B DIGITAL MEDIA PLANNING
Media P&B DIGITAL MEDIA PLANNINGMedia P&B DIGITAL MEDIA PLANNING
Media P&B DIGITAL MEDIA PLANNING
 
Media P&B NEGOTIATION SKILLS IN MEDIA BUYING
Media P&B NEGOTIATION SKILLS IN MEDIA BUYINGMedia P&B NEGOTIATION SKILLS IN MEDIA BUYING
Media P&B NEGOTIATION SKILLS IN MEDIA BUYING
 
Media P&B COMMUNICATION MIX
Media P&B COMMUNICATION MIXMedia P&B COMMUNICATION MIX
Media P&B COMMUNICATION MIX
 
Media P&B SELECTING SUITABLE MEDIA OPTIONS AND MEDIA BUYING
Media P&B SELECTING SUITABLE MEDIA OPTIONS AND MEDIA BUYINGMedia P&B SELECTING SUITABLE MEDIA OPTIONS AND MEDIA BUYING
Media P&B SELECTING SUITABLE MEDIA OPTIONS AND MEDIA BUYING
 
Media P&B CRITERION FOR SELECTING MEDIA VEHICLES
Media P&B CRITERION FOR SELECTING MEDIA VEHICLESMedia P&B CRITERION FOR SELECTING MEDIA VEHICLES
Media P&B CRITERION FOR SELECTING MEDIA VEHICLES
 
Media P&B MEDIA PLANNNG PROCESS
Media P&B MEDIA PLANNNG PROCESSMedia P&B MEDIA PLANNNG PROCESS
Media P&B MEDIA PLANNNG PROCESS
 
Media P&B SOURCES OF MEDIA RESEARCH
Media P&B SOURCES OF MEDIA RESEARCHMedia P&B SOURCES OF MEDIA RESEARCH
Media P&B SOURCES OF MEDIA RESEARCH
 
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTIONMedia P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
Media P&B INTRODUCTION TO MEDIA PLANNING AND SELECTION
 
COPY WRITING - Evaluation of Advertising Campaign
COPY WRITING - Evaluation of Advertising CampaignCOPY WRITING - Evaluation of Advertising Campaign
COPY WRITING - Evaluation of Advertising Campaign
 
COPY WRITING - Various types of Advertising appeals and execution styles
COPY WRITING - Various types of Advertising appeals and execution stylesCOPY WRITING - Various types of Advertising appeals and execution styles
COPY WRITING - Various types of Advertising appeals and execution styles
 
COPY WRITING - How to Write Copy In General
COPY WRITING - How to Write Copy In GeneralCOPY WRITING - How to Write Copy In General
COPY WRITING - How to Write Copy In General
 
COPY WRITING - Writing copy for various Media
COPY WRITING - Writing copy for various MediaCOPY WRITING - Writing copy for various Media
COPY WRITING - Writing copy for various Media
 
COPY WRITING - Writing Persuasive Copy
COPY WRITING - Writing Persuasive CopyCOPY WRITING - Writing Persuasive Copy
COPY WRITING - Writing Persuasive Copy
 
COPYWRITING - TRANSCREATIVITY
COPYWRITING - TRANSCREATIVITYCOPYWRITING - TRANSCREATIVITY
COPYWRITING - TRANSCREATIVITY
 
COPYWRITING - Idea Generation Techniques
COPYWRITING - Idea Generation TechniquesCOPYWRITING - Idea Generation Techniques
COPYWRITING - Idea Generation Techniques
 
COPYWRITING - CREATIVE THINKING
COPYWRITING - CREATIVE THINKINGCOPYWRITING - CREATIVE THINKING
COPYWRITING - CREATIVE THINKING
 
INTRODUCTION TO COPYWRITING
INTRODUCTION TO COPYWRITINGINTRODUCTION TO COPYWRITING
INTRODUCTION TO COPYWRITING
 

Recently uploaded

Persuasive Speaking and Means of Persuasion
Persuasive Speaking and Means of PersuasionPersuasive Speaking and Means of Persuasion
Persuasive Speaking and Means of PersuasionCorinne Weisgerber
 
2.20.24 The March on Washington for Jobs and Freedom.pptx
2.20.24 The March on Washington for Jobs and Freedom.pptx2.20.24 The March on Washington for Jobs and Freedom.pptx
2.20.24 The March on Washington for Jobs and Freedom.pptxMaryPotorti1
 
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptxPractical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptxKatherine Villaluna
 
Plant Genetic Resources, Germplasm, gene pool - Copy.pptx
Plant Genetic Resources, Germplasm, gene pool - Copy.pptxPlant Genetic Resources, Germplasm, gene pool - Copy.pptx
Plant Genetic Resources, Germplasm, gene pool - Copy.pptxAKSHAYMAGAR17
 
Andreas Schleicher - 20 Feb 2024 - How pop music, podcasts, and Tik Tok are i...
Andreas Schleicher - 20 Feb 2024 - How pop music, podcasts, and Tik Tok are i...Andreas Schleicher - 20 Feb 2024 - How pop music, podcasts, and Tik Tok are i...
Andreas Schleicher - 20 Feb 2024 - How pop music, podcasts, and Tik Tok are i...EduSkills OECD
 
Practical Research 1: Nature of Inquiry and Research.pptx
Practical Research 1: Nature of Inquiry and Research.pptxPractical Research 1: Nature of Inquiry and Research.pptx
Practical Research 1: Nature of Inquiry and Research.pptxKatherine Villaluna
 
Data Modeling - Entity Relationship Diagrams-1.pdf
Data Modeling - Entity Relationship Diagrams-1.pdfData Modeling - Entity Relationship Diagrams-1.pdf
Data Modeling - Entity Relationship Diagrams-1.pdfChristalin Nelson
 
skeletal system details with joints and its types
skeletal system details with joints and its typesskeletal system details with joints and its types
skeletal system details with joints and its typesMinaxi patil. CATALLYST
 
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAYSOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAYGloriaRamos83
 
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptx
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptxGrades 7 to 8 Anti- OSAEC and CSAEM session.pptx
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptxGladysValencia13
 
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTScatch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTSCarlaNicolas7
 
11 CI SINIF SINAQLARI - 10-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 10-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 10-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 10-2023-Aynura-Hamidova.pdfAynouraHamidova
 
Routes of Drug Administrations PPT..pptx
Routes of Drug Administrations PPT..pptxRoutes of Drug Administrations PPT..pptx
Routes of Drug Administrations PPT..pptxRenuka N Sunagad
 
DISCOURSE: TEXT AS CONNECTED DISCOURSE
DISCOURSE:   TEXT AS CONNECTED DISCOURSEDISCOURSE:   TEXT AS CONNECTED DISCOURSE
DISCOURSE: TEXT AS CONNECTED DISCOURSEMYDA ANGELICA SUAN
 
Diploma 2nd yr PHARMACOLOGY chapter 5 part 1.pdf
Diploma 2nd yr PHARMACOLOGY chapter 5 part 1.pdfDiploma 2nd yr PHARMACOLOGY chapter 5 part 1.pdf
Diploma 2nd yr PHARMACOLOGY chapter 5 part 1.pdfSUMIT TIWARI
 
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdfAynouraHamidova
 
Nzinga Kika - The story of the queen
Nzinga Kika    -  The story of the queenNzinga Kika    -  The story of the queen
Nzinga Kika - The story of the queenDeanAmory1
 
Overview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdfOverview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdfChristalin Nelson
 
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...Katherine Villaluna
 

Recently uploaded (20)

Persuasive Speaking and Means of Persuasion
Persuasive Speaking and Means of PersuasionPersuasive Speaking and Means of Persuasion
Persuasive Speaking and Means of Persuasion
 
2.20.24 The March on Washington for Jobs and Freedom.pptx
2.20.24 The March on Washington for Jobs and Freedom.pptx2.20.24 The March on Washington for Jobs and Freedom.pptx
2.20.24 The March on Washington for Jobs and Freedom.pptx
 
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptxPractical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
Practical Research 1: Qualitative Research and Its Importance in Daily Life.pptx
 
Plant Genetic Resources, Germplasm, gene pool - Copy.pptx
Plant Genetic Resources, Germplasm, gene pool - Copy.pptxPlant Genetic Resources, Germplasm, gene pool - Copy.pptx
Plant Genetic Resources, Germplasm, gene pool - Copy.pptx
 
Andreas Schleicher - 20 Feb 2024 - How pop music, podcasts, and Tik Tok are i...
Andreas Schleicher - 20 Feb 2024 - How pop music, podcasts, and Tik Tok are i...Andreas Schleicher - 20 Feb 2024 - How pop music, podcasts, and Tik Tok are i...
Andreas Schleicher - 20 Feb 2024 - How pop music, podcasts, and Tik Tok are i...
 
Practical Research 1: Nature of Inquiry and Research.pptx
Practical Research 1: Nature of Inquiry and Research.pptxPractical Research 1: Nature of Inquiry and Research.pptx
Practical Research 1: Nature of Inquiry and Research.pptx
 
Data Modeling - Entity Relationship Diagrams-1.pdf
Data Modeling - Entity Relationship Diagrams-1.pdfData Modeling - Entity Relationship Diagrams-1.pdf
Data Modeling - Entity Relationship Diagrams-1.pdf
 
skeletal system details with joints and its types
skeletal system details with joints and its typesskeletal system details with joints and its types
skeletal system details with joints and its types
 
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAYSOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
SOCIAL JUSTICE LESSON ON CATCH UP FRIDAY
 
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptx
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptxGrades 7 to 8 Anti- OSAEC and CSAEM session.pptx
Grades 7 to 8 Anti- OSAEC and CSAEM session.pptx
 
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTScatch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
catch-up-friday-ARALING PNLIPUNAN SOCIAL JUSTICE AND HUMAN RIGHTS
 
11 CI SINIF SINAQLARI - 10-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 10-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 10-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 10-2023-Aynura-Hamidova.pdf
 
Routes of Drug Administrations PPT..pptx
Routes of Drug Administrations PPT..pptxRoutes of Drug Administrations PPT..pptx
Routes of Drug Administrations PPT..pptx
 
Capter 5 Climate of Ethiopia and the Horn GeES 1011.pdf
Capter 5 Climate of Ethiopia and the Horn GeES 1011.pdfCapter 5 Climate of Ethiopia and the Horn GeES 1011.pdf
Capter 5 Climate of Ethiopia and the Horn GeES 1011.pdf
 
DISCOURSE: TEXT AS CONNECTED DISCOURSE
DISCOURSE:   TEXT AS CONNECTED DISCOURSEDISCOURSE:   TEXT AS CONNECTED DISCOURSE
DISCOURSE: TEXT AS CONNECTED DISCOURSE
 
Diploma 2nd yr PHARMACOLOGY chapter 5 part 1.pdf
Diploma 2nd yr PHARMACOLOGY chapter 5 part 1.pdfDiploma 2nd yr PHARMACOLOGY chapter 5 part 1.pdf
Diploma 2nd yr PHARMACOLOGY chapter 5 part 1.pdf
 
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
11 CI SINIF SINAQLARI - 1-2023-Aynura-Hamidova.pdf
 
Nzinga Kika - The story of the queen
Nzinga Kika    -  The story of the queenNzinga Kika    -  The story of the queen
Nzinga Kika - The story of the queen
 
Overview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdfOverview of Databases and Data Modelling-1.pdf
Overview of Databases and Data Modelling-1.pdf
 
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
Practical Research 1, Lesson 5: DESIGNING A RESEARCH PROJECT RELATED TO DAILY...
 

COPY WRITING - What is Brief?

  • 2. What is Brief? • A brief is one of the most important aspects of a Client servicing executive. • Critical to the creative process is developing a clear understanding of our clients' needs and expectations. • At the important initial meetings we listen and ask a lot of questions to help us establish the full scope of the project, budget parameters and timelines.
  • 3. • A Document confirming understanding between a client and an advertising agency on: a. Objectives of an advertising campaign b. Identification of the targeted audience c. Strategies to be adopted in reaching the audience d. The timeframe of the campaign, e. Its total estimated cost.
  • 4. Advertising brief / Agency Brief • Brief also include: Promise of the product, Tone of voice, Communication channels, Restrictions etc. • An advertising brief is a summary document providing information about the expectations associated with an advertising campaign so all parties know what is expected of them. • The client understands what services are included and has information about the time frame, while the advertising firm knows how much money it will receive for the campaign and what it will need to do to ful fill the contract.
  • 5. Marketing Brief or Marketing Communications Brief • It is a document prepared by client servicing executive. • Marketing brief is a document outlining the expectations by a company's marketing team regarding an advertising campaign. • The marketing team can clearly define what they want the creative team to create. • All this information is converted into a document know as Marketing Brief and the entire process is known as client servicing.
  • 6. The purpose of marketing brief: a. To help assess client’s current situation, both internally and relative to its competition. It’s the starting point for any work agency do for their customers. b. Marketing brief provide the foundation for refining clients marketing message and revising and updating their marketing and advertising program. c. To clearly lay out a framework for the creative team. The process can be driven by either side - creative or marketing - but both sides need to agree on the brief before the work can commence.
  • 7. Focus on: a)Where are we? (Situational analysis - the market, trends, competitive analysis, etc.) b)Where are we going? (opportunities, objectives & strategy) c)How are we going to get there? (actions, plans & controls)
  • 8. • There are many different ways of creating a written briefing format for marketing brief but the format should reflect the company’s beliefs about how communications work and therefore what is important enough to be included in the brief. • An agency’s internal creative brief usually serves the fundamentally different purpose of inspiring their own creative people. • A client marketing communications brief needs to inspire the whole agency team to deliver the best communications. Most marcoms briefs also act as a business process document to initiate a job start – in effect it’s a purchase order and since large sums of money will be involved in both time and resources it needs to be taken very seriously.
  • 9. Format of a Marketing Brief The background headers might include 1. Background Background: Usually covers the business and marketing context and why the task is important 2. Marketing or Sales Objectives: This sometimes includes the business case for the activity 3. Brand: Remarkably this is often overlooked. It might include brandidentity/brand capsule/brand vision/brand architecture/brand status/brand values/brand personality 4. Previous Learning: Again a section which is only used occasionally, but may have wider potential The main communications brief section headers might include 5. Communications objectives: Sometimes they might be expressed as communications imperatives/ challenges/barriers 6. Target audience: Usually this section asks for more than simple demographics andspecifically prompts for attitudes or other motivators
  • 10. 7. Consumer insights: Sometimes specifically linked to the objective 8. Key message/proposition: Often phrased as the single-minded proposition/the one thing we want to say 9. Consumer takeout: Or consumer take away/what they will think or do 10. Tone of voice: As distinct from brand personality The implementation and process headers might include 11. Timings/key dates: May include project timelines as well as timing for response 12. Budget: May specify if production is included or not 13. Evaluation/success criteria: A critical element for most disciplines 14. Mandatories /guidelines: May include what must be included and executional considerations 15. Approvals: Signatures of both those issuing/approving the brief and the agency
  • 11. Writing the Creative Brief (Copy Platform) • The creative brief serves as the creative team's guide for writing and producing the ad. In some agencies, it may be referred to as a copy platform, a work plan, or a copy (or creative) strategy. • In all cases, it is a simple written statement of the most important issues to consider in the development of the ad or campaign — the who (prospect's nature), why (wants or needs by which to base an appeal: rational appeals directed towards functional needs and wants, and emotional appeals target psychological, social, or symbolic needs), what (product features, claim, or position), where and when (medium, time of year, country, etc.), and what style (tone, approach).
  • 12. Most creative briefs include the following: • A short brand statement • A brief overview of the campaign’s background and objectives. • Key challenges that the campaign aims to resolve. • Target audience for the campaign. • Chief competitors. • Primary message describing the brand’s values and market positioning. • Communication channels on which the campaign will run.
  • 14. Reasons to create a creative brief: • Ensure that all creative messages are on-brand. • Give creative team a broad vision of the brand, the business, and the product. • Offer inspiration and give your team a starting point to brainstorm ideas. • Give third-party contributors a quick understanding of the brand and its background. • Reduce client-creative conflict by ensuring they're on the same page. • Align the client's budget and expectations with your creative media strategy
  • 15. The 5 Elements of an Effective Creative Brief 1. The Product 2. The Business 3. The Market 4. The Customers 5. The Campaign
  • 18. How to Write a Creative Brief • 1. The Project • 2. Key Challenge • 3. Purpose of Communication • 4. Competitors • 5. Target Audience • 6. Background or Context • 7. Tone and Brand Voice • 8. Media Strategy • 9. Budget • 10. Chief Message
  • 19. Creative Brief Format-1 1.Advertising Campaign Themes 2.Advertising Objectives 3.Specify Target Audience 4.Creative Strategy Statement 5.Key Message 6.Tone of Voice 7.Appeals and Execution Style 8.Support and Mandatories
  • 21. Creative Brief Format-2 1. What is the Opportunity and/or Problem which the advertising must address? A brief summary of why you are advertising. Take the consumer’s point of view, not “sales are down,” but, rather “consumers are choosing cheaper alternatives.” 2. What do we want people to do as a result of the advertising? What perception, attitude and behavior change we desire from the audience 3. Who are we talking to? Try to develop a rich description of the Target Group. Indicate their beliefs and feelings about the category. Avoid demographic information only. Add personality and lifestyle dimensions. 4. What is the Key Response we want from the advertising?? “State succinctly, what single thing do we want people to feel or notice or believe as a result of advertising.” 5. What information/attributes might help produce this response? It could be a key product attribute, a key user need which the brand fulfills, etc.Avoid a laundry list. 6. What aspect of the Brand Personality should the advertising express? Tangible or intangible attribute or both of the brand 7. Are there any media or budget considerations? Specific budget and media requirements with specifications 8. This could be helpful… Any additional information that might affect the creative direction. Feel free to use a visual summary, a picture, drawing or any object which aids in understanding the nature of the brief.”