Advertising Process& The Creative Brief

© Chris Cooney, 2018The Edward R. Murrow College of CommunicationWashington State University

REVIEW

Image: Pixabay

What is an Advertisement?“…a specific message constructed to inform,

persuade, promote, provoke, or motivate

people on behalf of a brand, entity, or cause.”

Source: Advertising by Design: Generating and Designing Creative Ideas Across Media 3rd Edition, Robin Landa, Wiley 2106

Why Advertise?1. Build Product and Brand Awareness

2. Raise Awareness of Social Issues

3. Inspire people to engage and take action

Advertising Development Process1. Research

2. Strategy Development

3. Idea Generation

4. Art Direction & Copy

5. Production & Implementation

6. Assessment & StewardshipSource: Advertising by Design: Generating and Designing Creative Ideas Across Media 3rd Edition, Robin Landa, Wiley 2106

The CREATIVE BRIEFImage: Pixabay

What do we know?

Questions1. Who is our client? What do they stand for and why do they exist?

2. What is the problem we are trying to solve for our client?

3. Who is our client seeking to engage with?

4. What do they currently believe about our client’s brand?

5. What is the strategic approach our client should take to engage

with this consumer or customer?

6. How will we execute our strategy and creative concept and measu

re its success?

Who is our client?• Basic Information & Client Details

• Competitive Context

• What is their current brand promise and personality?

• What do they stand for and why do they exist?

What is the problem?

Where arethey today?

What do theywant tochange?What is standing in their way?

Who is our customer?• Current or future customers?

• Demographics

• Lifestyle – What shapes how and why they spend their time and money?

• Media – What media do they use for information and evaluation?

• Influencers – Who do they interact with when forming opinions and

making decisions?

What do they believe?• Current opinions – about customer brand

• Current interactions – with client brand

What is our strategy?

Strategic Approach1. Belief – What do we want our customer to believe about

our client’s brand?2. Reason to Believe - What is the reason to believe that will get

them to change their perceptions, beliefs, and behaviors?3. Evidence – What evidence can we present to inform, educate, and pers

uade them?4. Emotions - What emotions will resonate with them and inspire

them to engage?5. Connections - What are the best ways (media) to connect with them?6. Actions - What specific actions do we want them to take?

What is our big insight?

© Chris Cooney, 2018The Edward R. Murrow College of Communication

Washington State University