A Creative Strategy

Once research is performed and insights are discovered, the next step for advertising account executives and or planners is to draft a creative brief to execute effective advertisements. As discussed, research can be performed through primary methodologies and secondary sources, which include, but are not limited to, trade associations, statistical market data and library resources, to gather relevant information.

Now, the strategy gets underway! The account executives create a road map to generate effective and insightful advertisements. Creative briefs are, then, generated to get the ball rolling. Creative briefs are written to “summarize the consumer and brand insights that are uncovered during the research stage. The brief should include only what’s relevant to solving the advertisement problem.” More information can be found in Chapter 5 Strategy, Creative Strategy in Advertising, 2013.

Ad Age’s Howard Margulies discusses two of the main problems associated with writing creative briefs in “What are You Packing into Your (Creative) Brief.”

Formats for Creative Briefs

  1. Insights about the target audience.
  2. Insights about how the target audience interacts with your brand.
  3. What you want your target audience to know and feel.
  4. Key insights

 

Blogging 101

1. Brainstorm your interest.

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