Advertising Brief Example

The advertising brief It is a document of guidelines to follow in the communication process. It is the relevant information that the client delivers to the agency consisting of the results that he wishes to obtain as a company.

Characteristics of the advertising brief:

Company data (general information).
Marketing plan, objective and strategies.
Audience, goal or prototype that you want to reach.
Communication restrictions (what should be mentioned and what should NOT be mentioned).
Expected results (Valued in terms of sales, recall, etc).

Detailed market information:

1. Customers.
2. Competence.
3. Actual position.
4. Position expected to have in the market.

Creative guidelines

1. Tone of the campaign: conservative, avant-garde, aggressive, popular, etc.
2. Colors that should or can be used.
3. Whether or not you want the image of the product within the advertising.
4. If you want a specific character or person as the image of the campaign.

Budget.

Suggested media:

1. TV.
2. Radio.
3. Spectacular.
4. Mobile phones
5. Movie theater.
6. Brochures
7. Advertising stands.
instagram story viewer
8. Events.
9. Sale promotions (free sample, discounts, rebate offers, coupons, product training, products with bonus, redeemable stamps, promotional items and gifts, sweepstakes, promotional prizes upon purchase, etc.).