...Creative Brief for Ford Motor Company Student’s Name University Affiliation Creative Brief for Ford Motor Company A creative brief for any company needs to be clear and complete in order to accomplish its purpose effectively. It gives the creative team direction while coming up with a marketing strategy. A well laid-down sample brief enables the team to come up with the best techniques that cover all the needs of the business owner. The creative brief for Ford’s company captures most of the necessary elements. It clearly states the product they want to advertise, which is the Ford Mustang. They also state their objective, which is to turn around the lagging sales. The objective is reasonable, although it is quite brief and general. This presents the risk that the advertising agency might not be able to capture Ford’s intentions adequately. They could have expounded on their ambitions more comprehensively, perhaps mentioning a certain percentage of sales increase they want to achieve within a particular period. The creative brief however gives adequate information both on the demographics and on the psychographics of the target population. This way, the advertising agency will know the exact channels to use in order to capture the right people. The message theme also perfectly brings out the key insight on the product. This will be of great help in designing specific content for the advertisement. Additionally, Ford Motor Company could have informed the advertising...
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...two way information sharing process which involves oneparty sending a message that is easily understood by thereceiving party. Effective communication by businessmanagers facilitates information sharing between companyemployees and can substantially contribute to itscommercial success. What Is Marketing Communication Strategy? Marketing communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the product’s attributes and its position within the larger market. Businesses also use marketing communication to retain the product’s current customer base, and to cement relationships with customers and suppliers, notes "Reference for Business." Marketing communication strategy defines the business’s plan for product information dissemination and brand awareness development. Components: Design an effective marketing communication strategy with one or more marketing communication components. Advertising allows a business to reach a large audience through mass market or target market appeals. Personal selling enables a company to communicate product benefits directly to the customer, as in a retail setting. Direct marketing permits a business to reach customers without a third party medium; examples include catalogs and direct mail. Sales promotion provides a customer with an incentive to buy the company’s product, such as a company that makes a charitable contribution with each sale. Public relations involves a company’s...
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...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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...MKT 447 Entire Course (UOP Course) For more course tutorials visit www.tutorialrank.com MKT 447 Week 1 Individual Advertising Past and Present Paper (UOP Course) MKT 447 Week 1 DQ 1 (UOP Course) MKT 447 Week 1 DQ 2 (UOP Course) MKT 447 Week 2 Learning Team Advertising Plan and Creative Brief (UOP Course) MKT 447 Week 2 DQ 1 (UOP Course) MKT 447 Week 2 DQ 2 (UOP Course) MKT 447 Week 3 Individual Effective Advertising Planning and Implementation Paper (UOP Course) MKT 447 Week 3 DQ 1 (UOP Course) MKT 447 Week 3 DQ 2 (UOP Course) MKT 447 Week 4 Learning Team Advertising, Creative, and Media Strategies Paper (UOP Course) MKT 447 Week 4 DQ 1 (UOP Course) MKT 447 Week 4 DQ 2 (UOP Course) MKT 447 Week 5 Individual Future Trends in Advertising Paper (UOP Course) MKT 447 Week 5 Learning Team Final Advertising Campaign Presentation (UOP Course) ------------------------------------------------------------------------------ MKT 447 Final Exam Guide (UOP Course) For more course tutorials visit www.tutorialrank.com Multiple Choice: Choose the correct response for the following questions. 1. As a consumer you are exposed to hundreds and maybe even thousands of commercial messages every day. These messages may appear in the mass media, as even sponsorships, telemarketing calls, or even as e-mails. The correct term for all these commercial messages is: 2. Which of the following is the best example of a tangible good? 3. In commercials for Wal-Mart...
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...1.0. Introduction The first joint venture international full service advertising agency to set up in Bangladesh, GABL is today the largest stand alone agency in Bangladesh with billings of USD 6 million in 2006. GABL is a market leader with a dynamic team of young and talented professionals and has won an unprecedented 4 years in a row (2003-2007) the Agency of the year Award, at the Srijan Samman Awards for all Bengali advertising work done in India and Bangladesh. In additional work done for its local as well as multinational corporate has won innumerable local and international Awards and accolades. GABL is a member of the Grey Group owned by WPP. 1.1 Origin of the report This report is based on the Internship program in Grey Advertising Bangladesh Ltd., client servicing department, as a partial requirement of the B.B.A Program. It is a three credit course to complete the B.B.A program of the Institute of Business Administration, Jahangirnagar University. This report has been prepared under the direct supervision of Assistant Professor Mohammad Nazmul Islam. 1.2. Objective of the study Main objective • To depict a clear picture of activities of an advertising agency from the perspective of GREY Advertising Bangladesh Ltd. Specific Objective • To know the total account management process of Grey Advertising Bangladesh. • To identify the role of the functional departments’ of Grey in delivery of service to the clients...
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...clients. The President (CEO): The CEO is the main chairman of the company, usually the person who founded the company. Account services: In this particular campaign the Agency appointed the account executive to liaise with the clients. The account executives need to be sufficiently aware of the client's needs and desires that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. The account manager will develop a creative brief, usually about a page that gives direction to the creative team. The creative brief often includes information about the target audience and their attitudes and behaviours. The creative team will take the brief and, aware of their parameters; develop original copy and graphics depending on media strategy. Media Services: In this particular campaign the media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they advised upon and negotiate with printers because the agency is producing flyers for the client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is was outsourced to a media agency which advised on media planning and is normally large enough to negotiate prices down further than a single agency or client can. Production: In this particular campaign without the production department, the ads created by the copywriter...
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...Tropical Hut Re-brand Proposal Horiondo, Dan Jieky Se, John Paulo Tan, Steven Kevin Table of Contents I- Creative Brief II- Background III- Project Description IV- Rationale V- Project Objectives VI- Communication Objectives VII- Theoretical Framework VIII- Audience, Beneficiary & Market Profile IX- Project Brief X- Budget Appropriation Proposal XI- Competitor Analysis XII- Marketing Design Studies XIII- Promo XIV- Sample Audience XV- Reference I. Creative Brief CREATIVE BRIEF FOR Adeptus Advertising AD AGENCY NAME Adeptus Advertising GROUP MEMBERS (with position) Dan Horiondo, John Se, Steven Tan ______________________________________________________________________________ PART 1 The Challenge: what is the problem? Discuss here the problem you think that your brand has, and why it needs rebranding. Example: Groove’s global campaign titled “Enchanting Beauty” has been a success in first world countries. But, not in The Philippines. Groove Philippines need to align their local marketing efforts with the global line. How can Groove do this in The Philippines? ______________________________________________________________________________ PART 2 The Target: who are we speaking with? DO NOT GIVE US CLASS A-E. Give us your target market’s psychographic profile. Personas are also allowed. Example: Women who live in the Metro Manila area. They probably work in a BPO-type call center or a bank...
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...P5 - Design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief. In this assignment, I have a friend who is setting up a sandwich and snack bar to provide lunches for workers at a local industrial estate. To help him out I have agreed to design a promotional campaign. It is essential for this sandwich and snack bar to be located inside the local industrial estate. The sandwich/snack bar is aiming to provide lunch to the workers working at the industrial estate on a daily basis, which includes a seating area. To start of the new snack bar/sandwich bar, employees working at the snack bar would be handing out free samples of the fresh different flavoured sandwiches, Panini's, and samples of any other quick snacks. This will be done in order for the customers/consumers, specifically workers at the local industrial estate to experience the extravagant flavouring and taste, which will encourage them to come inside and buy more. The sandwich/snack bar will market the products sold at the sandwich/snack bar as healthy and nutritious as all the products which will be sold at the sandwich/snack bar would be made freshly and all ingredients and within comes with 100% fruit juice and a bag of either fruit or fruit salad. This will be a good idea, as nowadays many people seek to eat healthy therefore with the 100% fruit juice and the bag of fruit salad will encourage people to buy a quick tasty snack or a sandwich with their chosen flavours...
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...Management BAM Solution: VYRE Unify Diageo is a UK success story. With a net sales close to £10Bn*, Diageo has 25,000 employees working globally across 180 countries. It is the acknowledged market leader in the global drinks industry and its 370 brands include category leaders and household-name brands such as Smirnoff (vodka), Guinness (beer) and Johnnie Walker (whisky). Great marketing and branding are central to Diageo’s success. Creativity in advertising and promotions in particular is a critical factor. Diageo excels in this area, and Guinness for example has won numerous accolades for its impactful advertising campaigns. With a £1.5Bn* annual investment in marketing, Diageo has been keenly aware of the need to protect its intellectual property and brand assets. This paper reveals how Diageo’s industry-leading global Brand Asset Management (BAM) system helps Diageo manage its exalted international reputation and global brand ambitions. * year ended 30 June 2011 1 Overview of SmartBrand SmartBrand is the name of Diageo’s BAM system and is actively used by c. 5,000 Diageo brand, marketing, and compliance managers world-wide, and Diageo’s agencies. “ With a company of our size and complexity Smartbrand is essential in making it more effective, both at search and spin and from a compliance perspective. The site protects our reputation, assets and our ability to market our brands.” Andy Fennell, CMO, Diageo PLC SmartBrand is a suite of tools that helps Diageo marketers...
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...Job Summary Location: New York, NY 10031 Salary/Wage: Salary commensurate with experience Status: Per Diem Temporary/Contract/Project Job Category: Marketing/Product Occupations: Brand/Product Marketing Direct Marketing (CRM) General/Other: Marketing/Product Relevant Work Experience: 2+ to 5 Years Career Level: Experienced (Non-Manager) Industry: Broadcasting, Music, and Film Education Level: Bachelor's Degree Reference Code: 9474BR.1290 About CBS CBS Corporation (NYSE: CBS.A and CBS) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW — a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime Networks and CBS College Sports Network), local television (CBS Television Stations), television production and syndication (CBS Television Studios, CBS Studios International and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon&Schuster)...
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...advertising sector. I will be comparing the following: - Sector - Size of the firm - Awards and industry recognition - Campaigns and clients - Conception of design - Creative process methods SECTOR ..................................................................................................................................... Both McCann and M&C Saatchi are in the advertising sector. ‘During the last decade there have been substantial changes and developments in the global advertising industry’ [1] and within that time both McCann and M&C Saatchi have emerged as leaders in the industry of advertising in Australia. M&C Saatchi Sydney has become one of Australia’s largest and most successful marketing agencies, a global marketing services business working across a wide variety of industry sectors. It is made up of more than 360 staff, seven companies, two offices (Sydney and Melbourne) and a client roster laden with iconic brands. M&C Saatchi abides by it’s founding philosophy, ‘Brutal simplicity of thought’ in order to create effective advertising for many brands including google, ANZ, Westfield, and many more. On the other hand McCann Australia opened in Australia in 1959 and is now part of the worlds largest agency network, offering a completely integrated and comprehensive marketing service. McCan are dedicated to creating a multiple office network built on collaboration and shared resources. McCann abides by it’s philosophy ‘Truth well told’ and designs...
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...interior applications and fabrication techniques. An understanding of location strategies for placing environmental graphics within a built environment is also expected. Other tasks might involve creation of logos, printed collateral, direct mail templates, webpage design, product packaging and POS displays. On a typical project you will be asked to develop visual concepts and designs that reflect the business and creative requirements from a strategy or brief. The job will also include assisting in the development of creative strategies for specific projects. Typical tasks: * creation of original graphic/multimedia concepts related to an existing or new brand identity * creation of environmental interior graphics, typically to represent a brand identity and/or sense of place * creation of vector and raster graphics for web, multimedia and print * development of branding and adaptation manuals and principles to maintain consistent look and feel * pre-press print management * general fabrication specifications Skills: Graphic, marketing and related degree or...
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...expectations such as managing the client’s business, having good knowledge of the product, business and market. Basically, an excellent account person is a master of being a generalist. The account management team have a clear understanding for every departments in the agency such as creative, media, internal services and able to take proper client briefs; good planner for the whole advertising programme. In addition, the objective of account management is to handle the client’s account and advertising agency properly in order to develop an advertising strategy so that the client’s sales will be increased. The role of account management is essential for the smooth performance of an advertising agency because account management is the liaison between client and agency. The role of account management is to maintain a smooth communication with the client, develop a team spirit and getting mutual cooperation between client and agency. Lack of communication and misconceptions will occur if the account management team is not well functioning. Therefore, it is important that the account management team should have the ability to communicate clear briefs from the client to other departments like creative, media and research. Communication between client and agency will be smoothened as account manager will constantly update both client and agency on progress made. Moreover, works delegation and strategic directions are easier to be defined for an advertising agency with the help of account...
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...Progress Report Group Name: EXCELF Before address our progress report, we want to discuss the reason why we had to withdraw our initial marketing project plan for Taobao. Here are 2 basic reasons: 1. Based on our survey and further research on Hong Kong people’s attitude towards online shopping, we found out that the traditional off-line shopping malls and supermarkets are still people’s first choice due to many deeply ingrained consumer habits and behaviors. Therefore, it will be super tough for us to further conduct our project. 2. After our meetings on October, we thought the concept of Taobao and online shopping had been very mature after the long-time development and their promotion. As a result, making Taobao more popular will not be interesting and creative since they’ve already had their complete and better marketing plan. And the reasons we switch our direction to a relatively smaller, fresher and more potential vibrator market can be seen in our Project Briefing. Project Name: Promotion of TROJAN VIBRATIONS Project Team Member: Carla, Cathy, Cinwell, Dicky, Rachel, Sheng (Leader), Theo Part 1. Group Meeting History (after Project Briefing): Meeting # | Date | Brief Meeting Content | 1 | Sep. 18th | Make team list and member introduction hardcopy in a creative way. | 2 | Oct. 8th | Discuss and analyze the survey about our initial project. Withdraw our initial project and brainstorm new project.Decide to switch from Taobao to vibrators.Make further...
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...www.advantage.msn.co.uk MERCEDES CASE STUDY The unique features of the Mercedes-Benz A-Class present a classic marketing challenge for one of the world’s best known brands – how to get serious prospects into showrooms for a test drive. How did an on-line partnership with MSN Cars help solve the problem? THE MARKETING CHALLENGE: Think Mercedes-Benz – you already have a picture in your mind. The well-established Mercedes-Benz C-Class and EClass are familiar, recognisable faces in the prestige car market. But it is unlikely the car you are picturing is the MercedesBenz A-Class. With prices starting from £13,025 and seating for five adults, the A-Class is a clear alternative to the familiar family hatchback or compact people carrier. As Mercedes-Benz builds market share, the A-Class is playing a key role in changing perceptions of the brand. For the first time, many new car buyers are finding they can enjoy the MercedesBenz ownership experience with a car that suits their lifestyle and their budget. But the marketing challenge for Mercedes-Benz is to get potential customers into the car; to allow them to appreciate its unique features and driving experience. That means making them aware of the car, getting it on their shopping list and then getting them down to the dealership for a test drive. THE MARKETING SOLUTION: To crack the problem BJK&E Media, which handles the Daimler Chrysler account in the UK, launched a specific campaign with the principal aim to generate test-drives...
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