Advertising campaign and communication brief

Undertake the following tasks:

1. Identify an appropriate advertising issue e.g. new product launch, repositioning, brand extension.
2. Write the communication brief using the heading listed below ( Source: IPA Best Practice Guide and Pople & Turnbull, Chapter 3)
3. Devise an advertising campaign based o the specific criteria outlined below.
4. Produce a 1000 word written summary of the content of the presentation.

Issue/problem: What can the communication solve? (Establishment position, reposition, increase loyalty, change attitudes/perceptions, get people involved)
Communication Objectives: Sometimes they might be expressed as communications imperatives/challenges/barriers. What do we want customers to do in response to our message? (Consider perception, knowledge, feelings, attitudes and action).
Target audience:The section asks for more than demographics and specifically prompts for attitudes or other motivators. (Consider market segmentation). To whom do we want to speak? (brand loyal, heavy users, infrequent users, competitions users etc.)
Consumer insights:What motivates the target?
Brand imperatives: What are the important features? What is the point of competitive advantage? What is the brand position relative to the competition? What is the brand’s personality and/or image?
Key message/proposition: Often phrased as a single minded proposition/the one thing we want to say.
OR
? Strategic benefit: May ask for emotional and functional benefits.
? Consumer takeout: What will they think or do?
Support: What is the reason to believe the proposition?
Creative direction:How can we stimulate the desired response? (Message Strategy).
Media imperative: Where, when and how should we convey the message? (Media Strategy).
Timings/key dates:May include project timelines as well as timing for response.
Response mechanisms: Contact details may be required.
Evaluation/success criteria:A critical element for most disciplines
Mandatories/guidelines: Company details e.g. address, website etc.

SECTION 1
Content and discussion of the communication brief
Relevant discussion and analysis of the advertising issue
Identification of appropriate objectives
Knowledge and understanding of advertising campaign development and strategy
Campaign message strategy recommendations
Explanation of evaluation methods

SECTION 2
Use of academic concepts, theories and frameworks to explain and support advertising campaign recommendations
Reference to relevant academic and practitioner materials

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