USF Structure and Use Value of Constant Discussion

Assignment 1: Description

Use initial background research to begin the outline of a basic creative brief for the innovative product you chose in Module 6. Revisit Module 3 for a reminder of the kinds of questions that are important to answer in a creative brief. Please note that this is a sequential process, designed to ensure that each time the creative brief is revisited, it is totally reviewed in the light of new information. You should feel it’s possible to throw out previous work and have the foresight to change it as needed. Remember, as Akio Morita said: “Don’t be afraid to make a mistake. But make sure you don’t make the same mistake twice.”

So, with that in mind, begin to set out the structure of the brief. What questions need to be asked and answered, and how will they be incorporated into the evolving creative brief? This is the beginning, and there will be questions raised that will need to be answered as you continue to refine the brief in future modules. Here, you’ll identify what you know, and what you don’t know about the product and its market. Please write about 2-3 pages for a total of 500 words.

M6 Products: See the attachment please review

M3 Questions: Need answer all of questions

1. Why does our client need to advertise?
This is a snapshot of the events that have led up to a need to advertise.

• Tougher to answer than you might think.
• Consider the influences that have led to the need to advertise.
• Arrive at a succinct analysis of the business situation.
• Lays the groundwork for the problems the advertising is to solve.

2. What is the advertising going to accomplish?
The answer to this question describes the objective(s) for creating the advertising. This paragraph contains measurements for which the client can hold the advertising agency accountable. If there appears to be more than one objective, then prioritize them.

3. Who are we going to connect with?

• Provide a quick snapshot of the consumer.
• Often just the demographics
• Usually a sentence in length

4. What are the most insightful things we know about them?

This is one of the most important sections of the brief. Insightful is the key word here. It takes the brief description in the previous question and brings us to a place of intimate understanding about some aspect of the consumers’ lives related to the client we are working for. What can you write that provides a truly “beneath the surface” understanding of the target audience? The quality of the writing is significantly important. It also plays a role in setting up the main idea or most effective message in the fifth question.

5. What is the single, most effective message?

Without a doubt this is the most important statement in the creative brief. It deserves much thought, a lot of writing and rewriting, until it says exactly what you want it to say. It communicates the single most important message to convey to people. It is a single sentence, containing a single thought. It is a springboard to the creative.

6. What else do we need to know that supports this idea?

This final section is for including information that is not already in the brief and would help us understand the main idea better. It may require further facts, quotes, or other information that helps the creative team develop its campaign.

Assignment 2: Value of Constant Review

Discuss the value of constant review, while keeping sight of the overall requirements of the brief. By constant review, we mean the process of continually assessing the assumptions we had at the outset, through which subsequent, ongoing research and questioning often demands revision. Please write a minimum of 300 words within your post.