This document provides a template for creating a brand advertising strategy. It outlines sections for describing the target audience (A), source of business (B), distinctive brand features (C), main consumer benefits (D), and supporting evidence (E). These sections are used to create a brand positioning statement (1) and define desired consumer responses of notice (2.1), believe (2.2), and feel (2.3). The campaign objectives (3) and executional guidelines (4) complete the creative brief. The relationship between the target audience, brand features, and consumer benefits provides the source of business by satisfying physical and emotional needs, which is supported by evidence.

1. Brand Advertising Strategy
Country :
Brand :
Advertising Agency : Date:
Date:
Date:
Date:
Subsidiary approvals:
Product Manager: Date:
Group Product Manager: Date:
Marketing Manager: Date:
General Manager: Date
Regional Review:
Marketing Support Director: Date:
Area Director: Date:
The BRAND ADVERTISING STRATEGY STATEMENT should be used for the
advertising development of ALL new products. It should accompany the E5
marketing plan.

2. A. TARGET AUDIENCE
Describe by following dimensions:
1. Demographics
2. Psychographics – life style
3. Reading, viewing and listening habits
B. SOURCE OF BUSINESS
Describe current attitudes and behaviour within product category and what changes
are needed to optimise sales volume:

3. C. DISTINCTIVE PERFORMANCE FEATURES OF THE BRAND
1. Objective What physical characteristics can be recognized by the senses?
2. Subjective What are the emotional attitudes attaching to the brand?
D. MAIN CONSUMER BENEFIT
What does the product do and how does this satisfy physical and emotional needs of
target audience?
E. SUPPORT EVIDENCE OF CONSUMER BENEFIT
What arguments can be brought to bear to support the consumer benefit?
1. On a rational level (objective)
2. On an emotional level (subjective)

4. 1. BRAND POSITIONING STATEMENT
Summarise information from sections ABCDE
2. DESIRED CONSUMER RESPONSES
What would we like them to NOTICE?
What would we like them to BELIEVE?
What would we like them to FEEL?
3. CAMPAIGN OBJECTIVE
State briefly the tactical marketing objectives of this campaign.
4. EXECUTIONAL GUIDELINES
Language and style
Essential visual or copy elements
Any other constraints

5. DEFINITIONS AND GUIDELINES
DEMOGRAPHICS
Describe target audience physically and statistically based on age, sex, family status,
education, income, occupation, type and size of community in which they live.
PSYCHOGRAPHICS
Describe target audience in terms of their life style – attitudes and behaviour that are
relevant to the product category and the brand. Avoid language which is vague and
ambiguous but use what really produces an understanding and mental picture of the
prospect.
READING, VIEWING AND LISTENING HABITS
Describe statistically the relationship of the target audience to the available media:
press, TV, radio, cinema. Describe the intensity/frequency of their habits and the
nature of the programme or editorial content.
SOURCE OF BUSINESS
Describe current attitudes and behaviour to leading brands within category, in terms
of Awareness, Use patterns, Satisfied and Unsatisfied needs, both rational and
emotional.
Describe how and to what degree current attitudes and behaviour must be changed
to promote increased volume for our brand. Show source of new business:
% from current users of brand
% from non-users of category
% from current users of other brands: from brand A ..% from brand B ..% from
brand C ..%
DISTINCTIVE PERFORMANCE FEATURES OF THE BRAND
OBJECTIVE:
Select those physical attributes of the brand which distinguish it from other brands
(form, ingredients, colour, fragrance, packaging, delivery method, use instructions,
end-results, size, price) and which will be relevant to the advertising message and
lead to a UNIQUE PERFORMANCE FEATURE.
SUBJECTIVE:
Describe attitudes to the brand which are different from other brands.
MAIN CONSUMER BENEFIT
Describe what this product does that is meaningful to the target audience. Describe
how this satisfies physical and emotional needs not satisfied by other products.

6. SUPPORT EVIDENCE
RATIONAL:
Select those physical characteristics of the product that make its performance claims
most believable. State objective corroborative evidence from tests that support its
claims.
EMOTIONAL:
Describe how the consumer perceives that an emotional benefit has been received.
BRAND POSITIONING STATEMENT
Summarise information from sections ABCDE. To whom is this product addressed?
What physical and emotional needs does it satisfy? How does it do it?
If possible, state copy line or form or words that is the most succinct statement of the
product’s position.
DESIRED CONSUMER RESPONSES
NOTICE
List in order or priority those physical characteristics which we want the consumer to
see, hear about and remember.
BELIEVE
Describe what deductions and conclusions the consumer should make from what she
sees and hears.
FEEL
Describe the emotional response that the consumer should have to her conclusions
and how this contributes to her life.
CAMPAIGN OBJECTIVE
State briefly the tactical marketing objectives of this campaign e.g. special
emphasises, product innovation features, defence against competitive initiatives.
EXECUTIONAL GUIDELINES
Describe the vocabulary of the target audience in relation to the product. Describe
the relationship between the tone and style of the communication and the relevant
aspects of demographics and psychographics. List those visual or copy elements
which are believed to be essential to effective communication. List those visual and
copy elements that are proven part of the existing brand image and contribute
positively to consumer responses List any other constraints of a legal or company
policy nature.

7. A.
Target
audience
D.
Consumer
benefit
BRAND ADVERTISING STRATEGY
2.3
Feel
A.
Target
audience
B.
Source of
business
1.
Positio-ning
2.2
Believe
C.
Distinctive
performance
E.
Support
Evidence
2.1
Notice
3.
Campaign
objectives
4.
Guidelines
Creative brief
Action

8. The relationship between the character, the behaviour and th eneeds of the TARGET
AUDIENCE (A) and the DISTINCTIVE PERFORMANCE FEATURES (C) of the
product provide a CONSUMER BENEFIT (D) which satisfies both physical and
emotional needs. SUPPORT EVIDENCE (E) is corroborative of the existence of a
CONSUMER BENEFIT (D). The existence of a CONSUMER BENEFIT leads to a
SOURCE OF BUSINESS (B).
THE CREATIVE BRIEF
The POSITIONING STATEMENT (1) besides containing a succinct restatement of
target audience and consumer benefit attempts to get as close as possible to a single
claim or copy statement in the language of the consumer. The DESIRED
CONSUMER RESPONSES (2) should grow naturally from preceding information.
NOTICE (2.1) contains the DISTINCTIVE PERFORMANCE FEATURES and the
SUPPORT EVIDENCE for them, both on the rational and subjective level. These
stimulate BELIEFS (2.2) about what the product does and how this is relevant to the
TARGET AUDIENCE. BELIEFS lead to attitudes (FEEL 2.3) which should be in
harmony with identified emotional aspirations of TARGET AUDIENCE. It is important
to bear in mind that although the communication process is constructed as – 1.
NOTICE 2. BELIEVE 3. FEEL – advertising development takes place in the opposite
sequence, i.e. first we decide what responses we require of the TARGET (BELIEVE,
FEEL), then we decide what stimuli will produce those responses – NOTICE. As
each new campaign is developed, it will probably have short term tactical
requirements which should be stated in the CAMPAIGN OBJECTIVES (3).
EXECUTIONAL GUIDELINES (4) allow for the input of experience and judgement to
influence the tone and content of the finished advertising.