...What is a Creative Brief In its simplest term Creative Brief is the bridge between smart strategic thinking and great advertising (advertising that involves consumers on both – rational and emotional level, and which is capable of affecting a change in both their thoughts and behavior) and is the key tool with which planners and their account management partners can unlock the talents and imagination of their agency’s creative people. If the Creative Brief is informative, well argued and insightful, then their chances of creating better advertising are increased and the process of doing so is made considerably easier. Main task of Creative Brief is to inform the creative team, and most important to inspire them. To reduce all the information that has been gathered from the client, consumer research and perhaps many other sources and funnel it down to a single, potent idea and from that idea to create a sense of possibilities of great advertising just waiting to happen. So it is at the same time an exercise in synthesis and expansiveness. Please note that it is necessary for Creative Team to be active participant along with the Account Planner and Account Executive. Creative Teams contribution (thinking) at early stages will improve the quality of the brief and act as catalyst for the process of creative development itself. PLEASE NOTE: 1. Client should not participate in Creative Briefing 2. If it’s not relevant to consumers, it’s not relevant to the brief 3. The...
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...Project: UD Marketing Video for Prospective Business Students Prepared by: Claire Holman, Josephine McGrath, Claire Holman, Megan O’Brien, and Candice Vermeulen Background/ Overview: The Business School of the University of Dallas is a Catholic institution, which provides a well-rounded education in humanities and business, with the goal of developing the student’s intellectual and moral virtues, as well as their skills both in the classroom and business world. Known mostly for the liberal arts education, this video is seeking to bring awareness to the College of Business program offered at the University of Dallas by promoting it to juniors and seniors in high school. Goals: Immediate goals include giving a fair representation of the College of Business that highlights the key features that differentiate us from other business programs. In addition we would like to reach our target audience through this video and to inform them about our strong liberal arts and ethic-based business education. A significant goal is to redefine the online presence and the identity of the business program—to promote the University of Dallas’ unique Business School approach and vision to a global audience. As well as increasing the percentage of women in the business program, in order to balance the ratio of men to women to 50/50. Target Audience: The target market for UD’s College of Business is a soon-to-graduate high school student looking for a University that is small...
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...Creative Brief Why are we advertising? Starbucks has partnered with GE to create the StarCup, a portable mug reheating a beverage of your choice by itself and keeping it hot for hours. It will also include a chip scanning your regular order Starbucks and a cord being able to charge your drink from your computer. Starbucks and GE want to expand their market and provide something useful for their customers. Introducing this is a first mover’s advantage and can provide a solid partnership and brand extension for Starbucks and GE. Whom are we talking to? Men and women 24-44, who are coffee lovers. Targeting business professionals, continuously juggling a busy lifestyle with an above average income. What would we like them to think? Starbucks and GE have built a cup that is high quality and has the latest technology. I should get this because my co-workers will think it is unique. What is the single most persuasive idea we can convey? An everyday cup that can reheat and keep beverages hot and charge on your computer. Why should they believe it? Starbucks and GE are established brands with high quality products. When is the target most receptive to our message? Early mornings before work and Saturday and Sunday viewings Evening news (Channels 4, 8, 11) Where is the target most receptive to our message? Style and Living Magazines Starbucks stores Public Transportation (Bus shelter and exterior bus ads) Creative Guidelines : 30 television spot...
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...Creative Brief For Nestle Cerelac Infant Cereal Rice and Milk Nestle Infant Cereal Rice and Milk is a new brand extension of Nestle Cerelac that complements the other variations of Cerelac stage 1 products for babies after 6 months of age. This new product aims to help Nestle Cerelac gain a larger market share in the Middle East over its competitors. Key Objectives: The Nestle Cerelac Infant Cereal Rice and Milk will be launched in the Middle Eastern market in May 2011. The message strategy will compel mothers coming from middle-high income households to try one more of the many Cerelac products that they already love and depend on in feeding their babies. Communication Objectives: The primary goal of the message is to strengthen the already existing image of Cerelac that mothers already know and love, and convince them of the benefits of the new Cerelac with Rice and Milk for their babies. Consumer Insight: It uses an exclusive technology called CHE (Cereals Hydrolyzed Enzymatically) which breaks down carbohydrates like rice or wheat into smaller components for easy digestion. It also contains: BL Bifidus that helps the baby maintain a good digestive system. Iron, Zinc, Vitamins A and C that are essential for healthy development, as well as DHA, which is an important building block for healthy brain and eye development. Promise of Reward: Cerelac promises mothers that their babies will grow healthy, strong and energetic. Support: This will be fulfilled because...
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...Nike Creative Brief By Gabriela Dimitrova ID:9920 Problem that can be solved by comunnication The goal of Nike is to stay the worlds leading supplier and bring in a “normal” crowd as opposite to famous athletes. Also, to show purchasers that they can achieve anything they set their minds to and Nike will help them do it. Objectives -Bring out the Athlete in the younger generation -Nike is for everyone Target audience -Primary: Teens and young adults -Secondary: Parents, Grandparents What are they like? They are motivated individuals who love a challenge. They never settle for anything less than their best and always want more. They are hardworking and put all that they have in everything they do. They have heart and they know how to work well in a team. What’s the main idea Nike is trying to convey? Nike Attire & Equipment will leave you feeling like a famous athlete. The way it fits and the way it looks will make people turn heads and wonder “who is that?!” Nike will make you feel like you can do the impossible and it will be easy doing it. What supports this idea? -Elite Athletes wear Nike -Nike also sponsors Athletes -Nike has a huge variety of products for all your sporting needs Competition Any other sporting brand will be the competition. Emotional/Psychological Barriers- Negative Perceptions? -“Nike is too expensive” -“I’m not good enough to wear Nike” Brand History Nike is a publicly traded sportswear...
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...CREATIVE BRIEF ASSIGNMENT The Product A new traditional advertising campaign that I would like to introduce to the College of Business is a Florida Tech College of Business app. I believe that technology has played a major part in advertising campaigns lately and there is an opportunity for the College of Business to recognize this. The app will be for potential students and their parents. In the app there will be newsletters for them to read about what is going on in the College of Business. The app will also consist of explaining what COB is about and what they have to offer their potential students. Giving some statistical information about Florida Tech would be the best way to show the new students and their parents how ideal Florida Tech is among the other schools. The background on the faculty and the courses they teach will be available through the app. A calendar of COB campus activities, such as their ice cream social, the COB barbeque and other events will also be available for potential students and their parents to see. The idea of this would be to show parents that there is an opportunity for their child to get involved in campus life through the College of Business and not through illegal activities. The reason for offering a College of Business app is for potential students and their parents to have easier access to COB and not having to go online and look around for the Nathan M. Bisk, College of Business webpage. The Opportunity or Problem: A reason...
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...Product Name: Marshmallow Mystery Overview: Marshmallow Mystery will be a very healthy cereal that contains 11 essential vitamins and mineral in each serving. The ingredients in Marshmallow Mystery will still consist of the core ingredients of the products the company is currently producing. The new item that will be added to the cereal is a colorless marshmallows. The mini marshmallow flavors will be banana, strawberry, blueberry, blackberry, and cherry. The consumer will not be able to tell which flavor they have until they take a bite. Target Audience: The target market that Marshmallow Mystery is focusing on children from the age of 2 to teenage year. Marshmallow Mystery will be a healthy cereal with very little added sugar. It will offer the children all the vitamins and minerals they need but do so in a unique way. The key reaction of the target audience is that they will quickly fall for the cereal. The plan is to do a trail period and see how quickly the new brand is picked up by the consumers. Competitive Position: At the current time the company has several competitors in the market in which we are trying to promote our new cereal. The competitors are Lucky Charms, Marshmallow Pebbles, Marshmallow Shapes, and Marshmallow Dreams. Marshmallow Mystery will stand out among the competitors brand because no other company offers colorless dye marshmallows and also can become a mystery game for the child. Advertising Objective: New campaign to increase brand...
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...Market Our target product chosen is the Xbox 360+Kinect gaming console. Launched in November 2010, it held the Guinness World Record for being the fastest selling consumer electronics device from 2010 to 2012 (BBC 2012). This is a good indicator of how the Xbox 360 + Kinect has captured its target market in a growing games industry which promotes family bonding through entertainment. 1.1 Market Share and size of market Currently, Xbox 360 holds 47% share of the overall current-generation console market, with Kinect sales accounting for 19 out of 67 million copies of Xbox consoles sold (Microsoft Corporation 2012). Enabling Microsoft to achieve 13.3% of the current market share in the gaming console industry with the Xbox 360+Kinect. Figure 1. Market share of Xbox 360 + Kinect in the industry. Source: (Microsoft 2012) 1.2 Market Position The following graph depicts year on year sales of the Xbox 360 console against competitors since its inception in 2005. Undoubtedly, the Xbox 360 has garnered the most sales in 2012, characterized by steady growth over the seven years (Microsoft 2012). Figure 2. Console Hardware sales in the US. Source: (Microsoft 2012) 1.3 Company’s principal product in terms of features and benefits Other than the Xbox 360, Microsoft has launched products, which were equal or even more representative of the company. Being the most popular platform, with a 10-year old history, Windows XP Operating System is thus considered to be the principal...
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...Market Our target product chosen is the Xbox 360+Kinect gaming console. Launched in November 2010, it held the Guinness World Record for being the fastest selling consumer electronics device from 2010 to 2012 (BBC 2012). This is a good indicator of how the Xbox 360 + Kinect has captured its target market in a growing games industry which promotes family bonding through entertainment. 1.1 Market Share and size of market Currently, Xbox 360 holds 47% share of the overall current-generation console market, with Kinect sales accounting for 19 out of 67 million copies of Xbox consoles sold (Microsoft Corporation 2012). Enabling Microsoft to achieve 13.3% of the current market share in the gaming console industry with the Xbox 360+Kinect. Figure 1. Market share of Xbox 360 + Kinect in the industry. Source: (Microsoft 2012) 1.2 Market Position The following graph depicts year on year sales of the Xbox 360 console against competitors since its inception in 2005. Undoubtedly, the Xbox 360 has garnered the most sales in 2012, characterized by steady growth over the seven years (Microsoft 2012). Figure 2. Console Hardware sales in the US. Source: (Microsoft 2012) 1.3 Company’s principal product in terms of features and benefits Other than the Xbox 360, Microsoft has launched products, which were equal or even more representative of the company. Being the most popular platform, with a 10-year old history, Windows XP Operating System is thus considered to be the principal...
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...To: CEO of Make Me Beautiful Corporation From: President and Advanced Diamond Stylist Date: 2013 Subject: Mirror, Mirror Show me All Make-up Mirror Idea Generator Although the Make Me Beautiful Corporation is a leader in the Make-up mirror industry, research has shown that consumers feel the perceived value of our current line has decreased causing sales to drop. Thanks to the collaborative efforts of our marketing team, we have created three new and exciting make-up mirrors to present to our customers. Idea Screening Upon entering the screening stage, our new creations were expected to produce specific maximum sales results while maintaining a low overhead cost. There was only one product that passed this stage of the game. Concept Development In order to stay competitive in the make-up mirror industry, Make Me Beautiful Corporation will be adding a new line to our product portfolio this Fall that will not only revolutionize the cosmetic mirror industry as we know it but will also prove to be a highly profitable concept change. After months of research and hundreds of ideas we would like to present the Mirror, Mirror Show me All Make-up Mirror. In keeping with the times, we have created a mirror with a built in camera, internet capabilities and speakers. With the camera, a woman can snap a quick photo of herself and choose from hundreds of different Make Me Beautiful eye shadows, lip glosses and blushes, in varying colors and textures, and...
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...(1) Briefs may be prepared using a printing, duplicating or copying process capable of producing a clear letter quality black image on white paper, but shall not include ordinary carbon copies. If briefs timely filed do not conform to this rule or are not clearly legible, the clerk of the supreme court may require that new copies be substituted, but the filing shall not thereby be deemed untimely. Each brief shall be in pamphlet form upon good quality, nonclinging paper 8 ½ by 11 inches in size, with front and back covers of durable quality. Each brief shall have a minimum margin of one inch on the binding side and shall be firmly bound at the left margin. Any metal or plastic spines, fasteners or staples shall be flush with the covers and shall be covered by tape. The covers shall be flush with the pages of the case. See also Rule 26(5). If briefs are produced by commercial printing or duplicating firms, or, if produced otherwise and the covers to be described are available, the cover of the brief of the appealing party should be blue; that of the opposing party, red; that of an intervenor or amicus curiae, green; and that of any reply brief, including the answering brief in accordance with Rule 16(8), gray. The cover of the appendix, if separately printed, should be white. The court will not accept any other method of binding unless prior approval has been obtained from the clerk of the supreme...
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...LEGAL WRITING Prof. Gajić FINAL EXAM 1. Who can an attorney ask to prepare a brief? _________________________________ 2. Briefs should not be longer than one to two pages long and should be easy to read so that the reader does not have to spend much time understanding the reasoning of the case. T F 3. What are the two most important parts within the heading of internal legal memorandum? 4. The memo should begin with a statement of the issue, which is the legal question that the memorandum addresses. T F 5. The largest portion of the memo is the ______________ section. 6. The last section of the memorandum is the _________________, in which a brief summary of the memorandum is offered. 7. Name a few factors to consider when designing a law office space. What should be considered and offered to clients? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ 8. Successful interviews require the right __________________ and _____________. 9. Describe a situation in which you are meeting with a client for the first time, how would you behave, approach him/her, guide the interview. _____________________________________________________________________ _____________________________________________________________________...
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...Advertising Plan and Creative Brief Advertising Plan and Creative Brief The management of Baderman Island, Boardman Management Group, has commissioned Team B Advertising Agency to create an advertising campaign that will position Baderman Island as the premier destination for romantic getaways by highlighting its tone, rational, and emotional appeals, brand, relationship between consumer behavior and couples, special features, strengths, and weaknesses, communicated messages, style, and created brief. Initially, Baderman Island was established for the purpose of providing supreme customer satisfaction through a luxurious vacation experience. The organization plans to develop a new positioning strategy that will compete against other resort destinations, and identify a new target market. Advertising plays a crucial role in developing Baderman Island’s evolution. Notably, advertising is a paid, impersonal, one-way marketing communication of persuasive information from an identified sponsor circulated through channels of mass communication promoting products, services or ideas. Objectives Statement Team B’s advertising objective is to increase market share, and create new marketing strategies for the management of Baderman Island. Team B accomplishes this goal by developing a new positioning strategy against competing resort destinations, identify new target market, and promote Baderman Island as the ideal destination for romantic getaways. Team B provides a rationale for each...
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...Creative Brief Client: Ducati Motor Brand: Multistrada 1200 Date: April 2010 Description: 1st Semester Campaign – New Brand Introduction What is The Brand? The Multistrada 1200 is a motorcycle manufactured by Ducati since 2010. The engine is a retuned version of the Testastretta from the 1198 superbike, now called the Testastretta 11° for its 11° valve overlap (reduced from 41°). All models include throttle by wire, selectable engine mapping (full power with sensitive or relaxed throttle response, and reduced power with relaxed throttle response) and traction control adjustable through eight levels. S models also include ABS (optional on standard model) and electronically adjustable suspension. The S Sport model features carbon fiber air intakes, cam belt covers and rear hugger, while the S Touring model comes with heated grips, hard luggage and a center stand. Product Manufacturer Background Based in Bologna, Italy, Ducati was a radio manufacturer before entering motorcycle production after the end of the Second World War. Known at first for its sporty line of lightweight single-cylinder bikes, Ducati hit its stride in the early 1970s with its V-Twin sportbikes that were the pinnacle in their era. Following some financial instability in the 1990s, Ducati currently produces several desirable racing-inspired motorcycles. All current Ducatis are built with signature steel trellis frames and 90-degree V-Twin motors. It also has a rich racing history with particular...
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... | | | | | |Performance: | | |Use Word to type up legal briefs | | |Criteria: | | |Type up legal briefs using tool in Word | | | | | | | 3. List prerequisite skills (if any): |Some knowledge of using a computer, experience with legal briefs | | | |...
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