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NAME: ABDULSALAM SAIDU ACHEM
REG NO: 2001911017
COURSE: ADVERTISING CAMPAIGN AND EXECUTION (MAC 326)
DEPT: MASS COMMUNICATION
LEVEL: HND1
TITLE: ASSIGNMENT
DATE: 5TH FEBRUARY, 2022.
QUESTIONS:
1. Write an advertising brief.
2. Explain the key points in a typical Advertising brief, viz
i. Product definition/formulation
ii. Market and Market size
iii. Market shares
iv. Target consumers
v. Beliefs, Attitudes and Cultural traits.
INTRODUCTION
The term ‘advertising brief’ refers to the statement of the goals of an advertising campaign.
Another term which is used to refer to this document is ‘agency brief’. This document is agreed
to between an advertising agency as well as a client. In the advertising brief, there is a brief
history of the product (such as idea and organisation) that is to be advertised. The advertising
brief is the beginning point of the work that the agency’s account management group undertakes.
Without a good brief, misunderstandings as well as confusion may result.
In recap, Advertising brief is the document which confirms the understanding between the firm
and the advertising agency on different parameters.

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TYPES OF ADVERTISING BRIEF:
The Template Brief: very popular with agencies, the brief template allocates space for the
advertiser to provide the information in the appropriate format and structure. Unfortunately the
template has significant limitations, because in filtering the task at hand to fit the template, the
advertiser will often miscommunicate their true intent and in the process the agency will be
misdirected. It does tick the boxes for ensuring the essential information like the brief date and
the budget are requested. But many feel that template briefs lead to template creative solutions.
The Email Brief: this is the brief written by the time poor marketer on the run. It certainly lives
up to the concept of being brief, but not sure it is particularly informative or helpful in framing
the task or the expected outcome.
The Missing Brief: this is that will be available when none is seemed available. This could be a
miscommunication or misaligned expectations, but it happens following a meeting to discuss the
brand strategy or the communication strategy and then the agency waits to receive the
advertiser’s brief and the advertiser expects that the agency has everything they need to write
their own brief and get on with the tasks discussed at the meeting.
The Data Dump Brief: in our data rich world it is becoming increasingly popular for the
advertiser to collect the data and literally dump it on the agency with the request to make some
sort of sense of it. Of course this used to happen before the technology revolution, but the data
was usually research projects and sales results up to six months old, now it is real time and raw
and bountiful. Certainly not brief, but without context or purpose the question is weather it is
worthwhile or productive.
The Task Brief: there is certainly the need for the advertiser to brief the agency on the challenge
or the opportunity and then for the agency to work through the brief to develop and recommend

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the solution. But this is the type of brief that short-circuits that process and goes straight to the
task at hand. Typically it will clearly state what is required, when it is required and how much
the budget it. E.g. I need six banner ads offering BOGOF (Buy One Get One Free) by next
Wednesday. Budget $6,000.
The Collaborative Brief: increasingly popular in an omni-channel marketing ecosystem, this is
the brief where the advertiser gathers representatives for the various agencies across their roster
into the room for a briefing. The briefing defines clearly the opportunity or challenge, the current
circumstances, the desired future state and what success looks like for the advertiser. The client
then leaves the room with the parting command “You guys work it out”. Then the agencies work
hard to make it look like they are working collaboratively to solve the problem at hand while
quietly trying to work out how to ensure they get a bigger slice of the budget when it comes to
execution.
The Directional Brief: this is the brief that oftens on paper looks like a terrific brief, but it is
what is said rather then what is written in the brief that makes it unique in format. At some point
during the briefing the advertiser will share with the agency or agencies in the room that they, or
their boss or someone of importance likes a particular creative idea or concept they had seen and
that it would be ideal if the agency could come up with something like that. Of course it is not a
command to simply rip off another advertisers idea, but it is clear indication that the direction
described would be more highly favoured than anything original the agency may devise.
The Powerpoint Brief: super strategic, super organised clients who deliver a structured brief
using Powerpoint at its best with concise slides summarising the key areas of the brief and
important background information. The proposition is less than 6 words and the support points

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back it up entirely. Only key research/data documents are attached for further information. These
clients like to deliver it face to face sometimes in a creative space to help bring it to life further.k
The Tiered Brief – is it a gold, silver or bronze: so this is a system of briefing more than a brief
and is becoming increasingly popular to distinguish briefs that have more time to be developed
creatively vs those that are just FDI. It does not have to be Gold, Silver, Bronze, some clients
have a colour coded system so briefs on green paper have the luxury of time (always interesting
to define how long that “time” is), blue are 72 hour turnaround and red are same day for example.
This is a clever system that can be aligned with rate cards as well and does manage expectations
from the get-go.
The Emergency Brief: forget tiered briefing systems, powerpoint documents and cleverly
worded propositions, this is the “we need something and we need it now” brief and often exists
in the world of retail, banking and other fast turnaround categories. There’s generally a good
understanding between clients and agencies that these briefs are going to happen, and they can be
done on an agreed template, via email or over the phone but both parties know what information
is needed to respond to these briefs and get on with it without drama.
The Viral Brief: very popular with advertisers with little or no budget and a desire to be famous.
The brief is literally to make something to go viral. They will usually be inspired by something
they recently saw on social media that may or may not include cats or babies and want to achieve
the same kind of reach and cut through without the expense of media.
The problem for the agency is that invariably the brief will also include the need for suitable
branding and the requirement that it meet the brand guidelines in tone and manner too. Otherwise
the agency is free to let their creative juices flow to deliver their best work.

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The Phone Call Brief: also known as the no-brief, this is delivered to the agency by phone as
the advertiser rushes from meeting to meeting and realises they should have briefed the agency
more than a month ago. While the advertiser provides a flow of consciousness of the task at hand
and the opportunity of challenge to be addressed, the account manager who took the call is busy
taking notes to type into the agency briefing form so they can present it to the creative team soon
after they hang up. After all, the fine piece of information is that concepts are required by
yesterday. The beauty is that because none of it was written down the advertiser can clearly put
the blame on the account team if the work does not meet the brief.
The Cake and Eat It Brief: consisting mainly of objectives this brief outlines how the client
would like to launch a new flavour, communicate the brand proposition, overcome the issue they
have with under 18 year olds, drive sales by 150% in the month whilst increasing awareness
scores and awareness
A TYPICAL ADVERTISING BRIEF CONTAINS DETAILS ON
• Client and his requirements: what the client requires the ad agency to work on. Example a
website, PR or twitter campaign
• Clients Business Background: business background of the company and its business goals so
that advertising campaigns can be aligned to convey the core value of the company in all its
advertisements
• Objective/Purpose: why is this required? What is the company wants to achieve through this?
• Target Audience: determine the target group based on their age, background and other
demographic differences to whom the campaign should be focussed.
• Positioning: current positioning and re-positioning requirements
• Promise/Benefits: what is most important benefit the customer will get by buying the product?

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• Response: what kind of response is expected out of the campaign?
• Executional guidelines and Tone of voice: designing different information for different groups
and the tone of voice decisions for each target group
• Timing and Budget: time frame for the campaign and the total cost
All the above listed points are discussed in detail and documented in the advertising brief so that
both the company and the advertising agency are clear on what is expected and what the
deliverables are. Thus both the parties reach a consensus and at each stage, the above parameters
are monitored and assessed for compliance. Any deviation from the advertising brief needs to be
communicated and the revised version of the agreement should be updated. Hence, this
concludes the definition of Advertising Brief along with its overview.
PRODUCT DEFINITION/FORMULATION:
A product is the item offered for sale. A product can be a service or an item. It can be physical or
in virtual or cyber form. Every product is made at a cost and each is sold at a price. The price
that can be charged depends on the market, the quality, the marketing and the segment that is
targeted. Each product has a useful life after which it needs replacement, and a life cycle after
which it has to be re-invented.
Description:
 A product needs to be relevant: the users must have an immediate use for it. A product
needs to be functionally able to do what it is supposed to, and do it with a good quality.
 A product needs to be communicated: users and potential users must know why they need
to use it, what benefits they can derive from it, and what difference it does to their lives.
Advertising and 'brand building' best do this.

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 A product needs a name: a name that people remember and relate to. A product with a
name becomes a brand. It helps it stand out from the clutter of products and names.
 A product should be adaptable: with trends, time and change in segments, the product
should lend itself to adaptation to make it more relevant and maintain its revenue stream.
Market and market size:
A market is a composition of systems, institutions, procedures, social relations or infrastructures
whereby parties engage in exchange. While parties may exchange goods and services by barter,
most markets rely on sellers offering their goods or services (including labour power) to buyers
in exchange for money. It can be said that a market is the process by which the prices of goods
and services are established. Markets facilitate trade and enable the distribution and allocation of
resources in a society. Markets allow any tradeable item to be evaluated and priced. A market
emerges more or less spontaneously or may be constructed deliberately by human interaction in
order to enable the exchange of rights (of ownership) of services and goods. Markets generally
supplant gift economies and are often held in place through rules and customs, such as a booth
fee, competitive pricing, and source of goods for sale (local produce or stock registration).
In short, A set up where two or more parties engage in exchange of goods, services and
information is called a market. Ideally a market is a place where two or more parties are
involved in buying and selling.
Markets can differ by products (goods, services) or factors (labour and capital) sold, product
differentiation, place in which exchanges are carried, buyers targeted, duration, selling process,
government regulation, taxes, subsidies, minimum wages, price ceilings, legality of exchange,
liquidity, intensity of speculation, size, concentration, exchange asymmetry, relative prices,
volatility and geographic extension. The geographic boundaries of a market may vary

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considerably, for example the food market in a single building, the real estate market in a local
city, the consumer market in an entire country, or the economy of an international trade bloc
where the same rules apply throughout. Markets can also be worldwide, see for example the
global diamond trade. National economies can also be classified as developed markets or
developing markets.
In mainstream economics, the concept of a market is any structure that allows buyers and sellers
to exchange any type of goods, services and information. The exchange of goods or services,
with or without money, is a transaction..Market participants consist of all the buyers and sellers
of a goods who influence its price, which is a major topic of study of economics and has given
rise to several theories and models concerning the basic market forces of supply and demand. A
major topic of debate is how much a given market can be considered to be a "free market", that is
free from government intervention. Microeconomics traditionally focuses on the study of market
structure and the efficiency of market equilibrium; when the latter (if it exists) is not efficient,
then economists say that a market failure has occurred. However, it is not always clear how the
allocation of resources can be improved since there is always the possibility of government
failure. The two parties involved in a transaction are called seller and buyer.
The seller sells goods and services to the buyer in exchange of money. There has to be more than
one buyer and seller for the market to be competitive.
Monopoly - monopoly is a condition where there is a single seller and many buyers at the
market place. In such a condition, the seller has a monopoly with no competition from others and
has complete control over the products and services. In a monopoly market, the seller decides the
price of the product or service and can change it on his own.

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Monopsony - a market form where there are many sellers but a single buyer is called
monopsony. In such a set up, since there is a single buyer against many sellers; the buyer can
exert his control on the sellers. The buyer in such a form has an upper edge over the sellers.
TYPES OF MARKETS
 Physical Markets - Physical market is a set up where buyers can physically meet the
sellers and purchase the desired merchandise from them in exchange of money. Shopping
malls, department stores, retail stores are examples of physical markets.
 Non Physical Markets/Virtual markets - In such markets, buyers purchase goods and
services through internet. In such a market the buyers and sellers do not meet or interact
physically, instead the transaction is done through internet. Examples - Rediff shopping,
eBay etc.
 Auction Market - In an auction market the seller sells his goods to one who is the highest
bidder.
 Market for Intermediate Goods - Such markets sell raw materials (goods) required for the
final production of other goods.
 Black Market - A black market is a setup where illegal goods like drugs and weapons are
sold.
 Knowledge Market - Knowledge market is a set up which deals in the exchange of
information and knowledge based products.
 Financial Market - Market dealing with the exchange of liquid assets (money) is called a
financial market.

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Financial markets are of following types:
 Stock Market - A form of market where sellers and buyers exchange shares is called a
stock market.
 Bond Market - A market place where buyers and sellers are engaged in the exchange of
debt securities, usually in the form of bonds is called a bond market. A bond is a contract
signed by both the parties where one party promises to return money with interest at fixed
intervals.
 Foreign Exchange Market - In such type of market, parties are involved in trading of
currency. In a foreign exchange market (also called currency market), one party
exchanges one country’s currency with equivalent quantity of another currency.
 Predictive Markets - Predictive market is a set up where exchange of good or service
takes place for future. The buyer benefits when the market goes up and is at a loss when
the market crashes.
Market size refers to the maximum total number of sales or customers your business can see,
often measured over the course of a year. It is helpful to know the potential market size before
launching a new product line or line of business, since that can help you understand if It is a
worthwhile investment of your time and money. A related concept is market share, which refers
to the total part of the market a business has as its sales or customers.
The "market size" is made up of the total number of potential buyers of a product or service
within a given market, and the total revenue that these sales may generate.
The market size is directly proportional to two factors:
1) Number of sellers and Buyers
2) Total money involved annually

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MARKET SHARE
Market share is the percent of total sales in an industry generated by a particular company.
Market share is calculated by taking the company's sales over the period and dividing it by the
total sales of the industry over the same period. This metric is used to give a general idea of the
size of a company in relation to its market and its competitors. The market leader in an industry
is the company with the largest market share.
Market share is the percentage of the total revenue or sales in a market that a company's business
makes up. For example, if there are 50,000 units sold per year in a given industry, a company
whose sales were 5,000 of those units would have a 10 percent share in that market.
Marketers need to be able to translate and incorporate sales targets into market share because this
will demonstrate whether forecasts are to be attained by growing with the market or by capturing
share from competitors. The latter will almost always be more difficult to achieve. Market share
is closely monitored for signs of change in the competitive landscape, and it frequently drives
strategic or tactical action. Additionally, market share is a key metric in understanding
performance relative to the growth of the market as measurement of internal sales growth (or
decline) only may be a result of similar growth or declines in the industry being measured.
Increasing market share is one of the most important objectives of business. The main advantage
of using market share as a measure of business performance is that it is less dependent upon
macro environmental variables such as the state of the economy or changes in tax policy.
In the United States market, however, increasing market share may be dangerous for makers of
fungible and potentially hazardous products such as medicine, due to a US-only legal doctrine
called market share liability.

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HOW TO CALCULATE A COMPANY'S MARKET SHARE
To calculate a company's market share, first determine a period you want to examine. It can be a
fiscal quarter, year or multiple years. Next, calculate the company's total sales over that period.
Then, find out the total sales of the company's industry. Finally, divide the company's total
revenues by its industry's total sales.
Target consumer
A target consumer is a specific group of consumers that have a large influence on a company's
advertising plans.
The term target consumer is defined as the specific group of consumers who are the focus of a
company's advertisements. This focus is communicated through media and the use of television,
movies, audio, and print capabilities. The target consumer is similar to target market; however,
the notable difference is the target consumer is a specific group within the target market.
Core Specifics of Target Consumers
Much like target markets, target consumers have a large impact on a company's marketing and
advertising plans. When companies design campaigns with messages to be conveyed in
advertisements, they compose them specifically around the target consumer attributes. It is
important to understand your target consumer, and the following criteria can act as a guide:
 Your product or service has the ability to be preferred by the customer
 Your product or service contains an attribute they desire
 The target consumer has buying power and can provide you with sales and profits
 The target consumer has an unmet desire that your product or service can fulfill

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Consumer Attributes:
While keeping the criteria just mentioned in mind, we take the understanding of your target
consumer one step further to understand and identify some of their specific attributes. These are:
 Demographics
 Routine
 Unmet desires
 Requirements
 Uncertainties
 Purchasing power
 How the consumer will use the product or service
As a marketer, understanding the attributes of your target consumer can provide many benefits.
When the attributes of your target are defined, you have the ability to communicate in a manner
they will grasp.
Example: a target consumer group can be defined by an array of categories: age group, marital
status, social memberships, athletics, etc. To take it a step further, you can also utilize any
combination of these attributes.
Beliefs, Attitudes and Cultural traits
A belief is an attitude that something is the case, or that some proposition about the world is true.
In epistemology, philosophers use the term "belief" to refer to attitudes about the world which
can be either true or false. To believe something is to take it to be true; for instance, to believe
that snow is white is comparable to accepting the truth of the proposition "snow is white".
However, holding a belief does not require active introspection. For example, few carefully
consider whether or not the sun will rise tomorrow, simply assuming that it will. Moreover,
beliefs need not be occurrent (e.g. a person actively thinking "snow is white"), but can instead be
dispositional (e.g. a person who if asked about the color of snow would assert "snow is white").

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Attitude is a psychological construct, a mental and emotional entity that inheres in or
characterizes a person. They are complex and are an acquired state through experiences. It is an
individual's predisposed state of mind regarding a value and it is precipitated through a
responsive expression towards oneself. A person, place, thing, or event (the attitude object)
which in turn influences the individual's thought and action. Most simply understood attitudes in
psychology are the feelings individuals have about themselves and the world. Prominent
psychologist Gordon Allport described this latent psychological construct as "the most
distinctive and indispensable concept in contemporary social psychology. Attitude can be formed
from a person's past and present. Key topics in the study of attitudes include attitude strength,
attitude change, consumer behavior, and attitude-behavior relationships.
cultural trait is a characteristic of human action that is acquired by people socially and
transmitted to one another via various modes of communication. The term 'cultural trait' can also
be applied to an object created from human behavior. Cultural traits are things that allow one
part of a culture to be transmitted to another. For example, the famous football chant of ''Ole, Ole,
Ole'' likely arose in Spain but has since become a cultural trait of many soccer fans around the
world. The famous Greek exclamation of ''Opa!'' has since become just as common in Russia as
it is in Greece.
Cultural traits also allow people to create traditions. Traditions are long-lasting, identifiable,
recurrent ways of doing things. Just think back to the introductory example of many people
saying a toast at a wedding. It's become a tradition in the U.S.
What's interesting about cultural traits is that they are not necessarily static. Cultural traits can
combine with each other. They can also be improperly transmitted to another culture or
generation. These two scenarios provide a way by which new cultural traits can be created.

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REFERENCES
Advertising Slogans Archived May 30, 2012, at archive. today, Woodbury Soap Company, "A skin you
love to touch", J. Walter Thompson Co., 1911
Benjamin, L.T., & Baker, D.B. 2004. Industrial-organizational psychology: The new psychology and the
business of advertising. From Séance to Science: A History of the Profession of
Psychology in America. 118–121. California: Wadsworth/Thomson Learning.
Brown, P. S. & Stayman, M. D. (2011). Antecedents and consequences of attitude toward the ad:
Copeland, M.A., Soap Opera History, 1st ed., BDD Books; 1991, ISBN 0792454510
DSM Digital School of Marketing-Advertising and Digital Marketing
https://smallbusiness.chron.com/5-different-types-market-systems-25818.html
Leigh, F., Historical Dictionary of American Radio, Greenwood Publishing Group, 1998 pp 7-9
Leigh, F., Historical Dictionary of American Radio, Greenwood Publishing Group, 1998, p.8
McChesney, Robert, Educators and the Battle for Control of U.S. Broadcasting, 1928–35, Rich Media,
Poor Democracy, ISBN 0-252-02448-6 (1999)
Petty, R.D., "A History of Brand Identity Protection and Brand Marketing," in The Routledge Companion
to Marketing History, D.G. Brian Jones & Mark Tadajewski (eds), Oxon, Routledge,
2016, p. 104
William Anderson (Schoolworkhelper Editorial Team), "Advertising: Values, Beliefs and
Attitudes," in SchoolWorkHelper, 2019.