cbt

1. PR12: ClientBrief &Treatment
Megan Hughes
My client,the well-knowncarcompany Mercedes,have askedE6 radioto produce an adverton
theirbehalf topromote theirnewestproduct;the MercedesCLA class.The international company
have alreadyintroducedhundredsof differentstylesof vehicles includingonesof highspecthat
come in all differentshapes,coloursandsizes.The new CLA,hasmultiple differentspecifications
that can be personalisedtoyoursatisfactionandthisisthe message thatMercedeswanttoput
across to the target audience.Theydecidedthatthe targetaudience wouldbe adultmalesand
requiredforE6 radioto ensure itwouldappeal tothemdefinitelybutif possibleotherlistenersas
well tomake the newproductappeal to more people.Thiswouldencourage alargeramountof
people toviewthe newCLA anddependingonhow theyfeel aboutit,create alargerincome of
sales.
The style of the advertisgoingto be verycomplex andfactual to ensure we are tellingthe target
audience enoughinformationaboutnew producttoentice themandmake themexcitedaboutthe
visual andtechnical aspectsof the newMercedesCLA. The contentwill be basedaroundwhatthe
car hasto offer;thisincludesadescriptionof all the extras/gadgetsyoureceive (includingthe
freebie),wherethe pricesstartfrom,how the car benefitsthe targetaudience andoverall
exaggeratingaboutthe newproductbeinggreatvalue formoneyfillingthe audience with
confidence tobuyone andbe happywithit.The initial planistohave a female featuringinthe
advertwitha sweet,huskyvoice inaformal tone to try andappeal to the males.Ontermsof music,
E6 radiohave establishedit’sbestnottoinclude itaswe will involvesoundeffectsrelatedtothe
subjectanywayandmusicinthe backgroundcouldpotentiallytake attentionawayfromwhat’s
beingsaidaboutthe car inthe advert. The formatof the advertisset to be a preparedscriptin
whichthe voice-overartistwill speakandsoundeffectswillbe includedwherenecessaryand
appropriate.The ideal runningtime of the advertisbetween40secondsto1 minute.
E6 radioaim to meetthe company’sneedsasMercedesspecificallyaddressedforusto simply
promote the car by tellingthe targetaudience what’ssogreataboutite.g.heatedextracomfort
seats,touchscreenmediadisplay,cruisecontrol,parkingassist andafree upgrade with internet
access andMP3 compatibility –whichall adultmaleswilladore asnotonlydo theyget to travel in
style intheirhighspec,bigengine boystoythatmakesthemfeel manlyenough,theirensuredto
feel nothingbutcomfort, alsoyoureceive anupgrade forinternetaccessandMP3 compatibility
absolutelyfree(everyone lovesabargain)!
The unique sellingpoint(USP) of the advertisthe free giveaway upgrade of havingthe internet
access andMP3 compatibilityinyournew MercedesCLA.The advertwill state the termsand
conditionsandthisofferthatcomeswiththe new productwill onlybe validforamatter of months
helpingtoincrease the amountof immediate buyers.

2. PR12: ClientBrief &Treatment
Megan Hughes
The last thingto discussbetweenthe clientproducingthe new product,Mercedesandthe
producersat E6 radiois the budgettheywill commissiontocreate anddistribute the advert. The
cost will coverthe use of the room filledwiththe equipmentsuchasmicrophones,headphones,
mixingboards,computer,leads,etcwhichcomestoa total of £1580.