INTRODUCTORY SECTION: Strategy is 70% of Creativity THE BRIEF: CHAPTERS 1-11 1. Product/Service: What, precisely, is your advertising selling? 2. Objective: What must your advertising achieve? 3. Target Market: Who is the primary focus of your advertising? 4. Strategy: How will the advertising achieve its task? 5. Proposition: What's the 'hook' that will attract the target market? 6. Support: Why does the product interest this target market? 7. Competition: Who else is fighting for your target market's attention in this area? 8. Mandatory: What has to appear in the advertising - e.g., a legal requirement. 9. Tone of Voice: Describe the campaign's character - in three adjectives, max! 10. Desired Consumer Response: What do you want your target to do, feel or think after seeing the advertising? 11. Media Requirement: Where will the advertising appear? Glossary Further reading/ Bibliography Websites for sourcing ads Picture credits Index
Alice Kavounas Taylor has enjoyed an award-winning, international advertising career in London and New York. She was formerly Senior Lecturer on the MA in Creative Advertising at University College Falmouth, a course she originated, led and on which she taught studio practice for 15 years.