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AMN420 Advertising Management

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Question:

Structure for Advertising Brief

Part A: Advertising Brief to go to agency

This section should be succinct and to the point. Detailed explanations or justifications are to be addressed in Part B.

  1. Background:

What is the background of the advertising? What is the background on the company (brand) - history, achievement, philosophy, and advertising? What is the background on your product or service - when it was launched, unique features, competitive advantage? Who buys the product? Who are your main competitors and why? Are there any changes or special considerations in the marketplace?

  • Thebrand
  • Competitors
  • Buyer analysis (e.g. who buys/uses the product, who influences the purchase decision, when they use the product,)
  • Current/Previousadvertising
  1. AdvertisingProblem:

What is the advertising problem (i.e., what is the reason that you need to advertise)? Look for the problem, not the symptoms.

  1. Objectives:

What do you want this advertising to accomplish? These are the advertising objectives such as brand awareness, knowledge, brand interest, favorable perception, attitudes and image, etc. They should be realistic, relevant, and measurable. Give a specific time period (e.g., 1 year). For example,

  • To increase brand awareness (e.g., up to XX% of the target in ayear)
  • To create the brand’s position or to reposition the brand based on attribute, consequence, value, user, competition, etc. (e.g., perception change up to Y% ofthe target by 6 months)
  1. TargetMarket:

Who are you talking to, and what do you know about them? Is there a particular segment you would like to target? Who is your most viable segment? Can you outline a geo-demographic and psychographic profile of the target audience?

  • Target
  • Consumer insight: There may be many consumer insights. However, you need tofocus on the insight(s) that can be applied to your advertising
  1. Budget:

What is the budget for the ad campaign? Also address campaign timing (e.g., when the campaign would launch and why). The budget is not considered important for the assignment. However, you need to propose a reasonable campaign budget. Your budget is solely based on media budget that will be allocated to media expenditure, excluding production costs and other expenditure (e.g., costs involved when you use a celebrity). Please see the media expenditure data in 2016 at the end of this document.

  1. Creativestrategy:

What’s the single most important thing to say? Is there any direction or considerations for the creative? How do you want consumers to describe the brand - its essence and personality (brand personality)? Provide a creative statement (see creative lecture slides).

  • Creativestatement
  1. Mediastrategy:

Which media channels should be considered (media mix)? What media channels have been used in the past (if data available)? How can you use media to support your creative strategy?

  1. Mandatories:

Is there anything else worth thinking about that might help you achieve great advertising? Is there any current trend, fad, or news? Is there a list of items that must be included in the advertising campaign? Logo, contact details, website etc.? Include all the mandatories here.

Part B: The justification - Supporting evidence for your decisions

Use the same subheadings as in Part A. In addition, add reference list

  1. AdvertisingProblem
  2. Objectives
  3. TargetMarket
  4. Budget
  5. Creativestrategy
  6. Mediastrategy
  7. Mandatories
  8. References

Part B should contain the evidence to support the decisions you made in your brief (Part A). Supporting evidence includes:

  • Findings from your primary research (consumer insight report and perceptual mapping analysis) and your own observations of people who use the
  • Secondary research sources, such as Roy Morgan data, retail or industry figures ortarget market profiles from the Australian Bureau of Statistics (ABS) and/or other reliable sources.
  • Academic journal articles in advertising, consumer behaviour and marketing in
  • Your compelling and logical arguments if no other supporting evidence is
 
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