The document outlines the key elements that should be included in a creative brief for advertising. The creative brief provides direction for creative teams and includes the reason for the advertising, the desired end result or objective, the target market or audience, the communication strategy, rationale for the message, and any mandatory requirements. It gives background on the product and identifies the specific goals that the advertising aims to achieve, such as raising awareness of a new brand or changing perceptions of an existing one.

1. The Creative Side of Advertising Novrita Widiyastuti, S.Sos

2. Creative Brief The creative strategy and the key execution details are spelled out in a document called a creative brief / creative platform / worksheet / blueprint / job request The account management or account planner prepares the brief, identifies the basic creative strategy ideas and give some direction to the creative approach Account planner are particularly useful because of the consumer insight they bring to the strategy

3. Elements of the Creative Brief The reason for Advertising (background) – what? The end result of the Advertising (objective) – what effect? Market Segment (TA & TM) – to whom? Communication Strategy – how? Rationale – why? Key Benefits and Advantage Advertising Tone Mandatory Media Platform

4. The Reason for Advertising Background of product, marketplace, competitor, research Communication problem (low awareness, unrecognisable, low/bad image, aware but not interesting, etc)

5. The End Result of the Advertising Advertising objective/goal? State what the advertising will be designed to achieve Do you intend to create awareness for a new brand, change the image of an existing brand, maintain the personality of an existing product? Whatever your goals, state them specifically and completely, and should answering your communication problem

6. Market Segment Target Market: a group of consumer / customer (people or organization) for whom a seller designs a particular marketing mix Target Audience: a specified audience or demographic group for which an advertising/promotion message is designed / Potential people which would be exposed by promotion campaign. Who are we talking to?

7. Communication Strategy Message or creative strategy refers to what the advertisement says. It identifies the general problem the message faces and suggest how it can be solved What do you say to them?

8. Rationale, Benefit & Advantage Why should they believe us / this/ what we say? Example: It's free, from Citibank - your trusted financial partner. Get a PJ pizza for $1. Backed with a 100% purchase protection guarantee. Takes just 3 seconds to download the pre-personalized widget from your online account ... etc Benefit: The (product feature) is important because it will do (benefit) for me

9. Advertising Tone; Any Essential Requirement what are the overall personality traits the project must communicate?

10. Example

11. Example Product : Kuku Bima Ener-G! (Sido Muncul) Reason : Launch new flavors (Jambu Merah Jakarta, Jeruk Pontianak, Anggur Merah Bali) End Result : Create awareness that Kuku Bima has 3 new flavors Target Audience : Male & Female, 25-40 years old, SES: C-D, physical workers, low educated, sub-urban Competitors: - Hemaviton Jreng, Extra Joss, Naturade

12. Example Communication Strategy: Healthy energy drink to increase stamina and refreshment Key Benefits and Advantage: - Composition: Ginseng, Royal Jelly, Honey, Taurine - As a food supplement, to help increase stamina and refreshment - No Saccharine added Mandatory: Should be added its benefit  increase your energy

13. What makes an Ads Great? Three broad dimensions characterize great advertising: Strategy Creativity Execution

14. What is Creative Advertising? The creative philosophy of DDB Nedham is ROI: Relevance, Originality, Impact Relevance: Advertising tries to deliver the right message to the right person at the right time. Original: one of a kind, fresh, unexpected and unusual Impact: an advertising should not just wash over the audience Creative ideas must support the advertising and marketing strategy