Question Singapore Market

Q Construct a Creative Brief for a fast-moving consumer good (consumer packaged good) for an advertising campaign for the Singapore market. A creative brief is a document designed to channel creative and media efforts of the advertising agency toward a solution that will serve the interests/objectives of the client. The creative brief will provide a framework to inspire copywriters and other creatives, as well as the media team. It represents an agreement between the client and advertising agency on what an advertising campaign is intended to accomplish.

The creative brief should have the following NINE elements. Instructions for the advertising agency on each element should be BRIEF, ACCURATE and INSIGHTFUL. This framework is drawn from page 219 of your textbook, where more information on each element can be obtained. Relevant chapters in the textbook will also contribute to your understanding of these components.

1. Background— What is the background to this job? Requires an explanation as to why the client asked the advertising agency to perform a certain advertising job (e.g., launch a new product, or gain back lost sales).

2. Target Audience— Who do we need to reach with the ad campaign?

This is a precise description of the exemplary target market, in terms of behaviourgraphic, psychographic, demographic, or geodemographic characteristics of the intended customer.

3. Thoughts and Feelings—What do members of this target audience currently think and feel about our brand?

Here is where research and account planning are needed as foundation for the advertising job. Research is usually done prior to developing creative advertisements (such as through a focus group or a straw poll). DO NOT include research data in your report. University College Dublin