Join Jane Barratt for an in-depth discussion in this video Writing your brief, part of Advertising Foundations.
- Writing a brief sounds like it could be an onerous task…and if you're only using a few different people…to help you create your ads, it should just be easier…to talk it through, right?…Now, my guess is for every hour you save…not writing a brief, you'll spend five times of time…and significant money redoing your work.…So, I want to show you a basic brief format…that's the foundational document…for working with advertising suppliers big and small.…Your goal should be to keep your brief short,…putting all the pertinent information into one page or less,…and providing further background or references separately.…
A short brief brings discipline…and focus to what you need to do.…To start your brief, write a very concise…background paragraphical sentence.…The goal here is to summarize what's going on in your market…and what your product or service is doing…to address that market need.…Basically, it's what you're selling and why.…Next is objectives.…Think of the funnel and all of the things that you can do…with advertising and marketing,…
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- Defining your audience
- Crafting your message
- Placing your ad
- Establishing a digital, competitive, and editorial presence
- Working with advertising partners
- Working with an ad agency