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    Media and Creative Brief Example

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    ananyaverma695
    This document provides a media brief for an advertising campaign. It includes details on the brand, business objective to increase awareness and market share, target audience demographics and psychographics, priority target markets, communication creative details, performance metrics, campaign duration, and budget. The objective is to drive brand awareness and sales through a television advertising campaign set to run in priority markets.

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    Download as XLSX, PDF, TXT or read online from Scribd

    Media and Creative Brief Example

    Uploaded by

    ananyaverma695
    318 views3 pages
    This document provides a media brief for an advertising campaign. It includes details on the brand, business objective to increase awareness and market share, target audience demographics and psychographics, priority target markets, communication creative details, performance metrics, campaign duration, and budget. The objective is to drive brand awareness and sales through a television advertising campaign set to run in priority markets.

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    This document provides a media brief for an advertising campaign. It includes details on the brand, business objective to increase awareness and market share, target audience demographics and psychographics, priority target markets, communication creative details, performance metrics, campaign duration, and budget. The objective is to drive brand awareness and sales through a television advertising campaign set to run in priority markets.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
    318 views3 pages

    Media and Creative Brief Example

    Uploaded by

    ananyaverma695
    This document provides a media brief for an advertising campaign. It includes details on the brand, business objective to increase awareness and market share, target audience demographics and psychographics, priority target markets, communication creative details, performance metrics, campaign duration, and budget. The objective is to drive brand awareness and sales through a television advertising campaign set to run in priority markets.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Download as xlsx, pdf, or txt
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    At a glance
    Powered by AI
    The document discusses planning for an advertising campaign, including business background, objectives, target audience, media mix and budget.

    The objective is to drive awareness, consideration or recommendation of the brand among the target audience.

    The target audience is described in terms of demographics and psychographics.

    Brand: Name of brand

    Campaign- Name of Campaign (Eg: Festive TV Campaign, Big Billion Day Print Campaign etc..)
    Business Background/ Situational Analysis

    Brief overview about the Industry, Competitors and performance of the brand.

    Objective of the campaign


    What are we driving through this campaign (Awareness/Consideration/Recommmendataion)?. What is the intended result
    figures, Market Share, Brand Equity, Corporate Equity, Brand Recall, etc..)?
    Who are we talking to?
    Demographics and Phsychographics of the Target group
    Target Markets
    The markets where the campaign will be run. If it’s an All India Campaign, but there is a preference or priority in terms of th
    also.
    Creative Units
    (Print/TV/Digital/OOH etc.)
    Probable Theme(s)
    Any particular theme that could be considered. Ideally, don't set clear creative directions at the first stage of briefing. NEVER
    hurt the creative ego :D ).
    Key Performance Indicator (KPI)
    How to measure the campaign? (Sales figures, Brand Recall, Brand Awareness, Sales Penetration etc.
    Duration
    Campaign period
    Media Brief
    Brand: Brand Name

    Business Background to the campaign ( Brief Synopsis of the current market environment)

    Brief overview about the Industry, Competitors and performance of the brand.

    Business Objective

    What is the objective of doing the current campiagn?


    What is that you would achieve with current campiagn?

    Target audience with rationale

    - Demographics
    - Psychographics

    Target markets with rationale (attach all relevant data)

    Prioritisation of markets. (Very important part in a campaign brief as the campaign cost will vary based on the market priori

    - Brand Health Objective


    Awareness, Consideration, Recommendation, etc. (Based on the objective, the media agency will decide on the campaign ty

    - Communication Creative
    The types, length(s) (for TV Commercials) and number of creatives (Some campaigns can have multiple edits of the same TV

    * Insights (if any)


    Any preference or priority in terms of creative mix.

    - How will the advertising achieve the marketing objective set for the campaign
    Mention the marketing/business objective of the campaign (Drive Traffic to showroom, Generate Brand Equity, Boost Top o

    - Campaign objective
    Mention any particular objective of the campaign (Eg: Announcement, Reach, Impact, etc)

    -Role of media in the entire marketing mix. Other activities that will tie in with launch / campaign
    What are the other campaigns that will be active (Print, Digital etc) and what is the role of TV in the whole campaign.

    -Scheduling Pattern suggested ( depending on launch / maintenance campaign)


    Any particular preference in terms of markets or creatives (if there are multiple creatives)

    Creative Considerations
    - Creative Units
    What is the total number of edits? What is the ACD (Average Creative Duration) of the Campaign? Eg: There are three edits
    - Creative elements which need to be leveraged (detail in separate Innovation/Creative brief preferably by Medium)
    Eg: Campaign tagline to be amplified (eg: Paytm Karo, Bajaj- Word's favourite Indian)

    Any suggestion on media vehicle choice with rationale


    -

    Brand guidelines for Value ads ( Must include / Must avoid) e.g time lines to avoid / kind of genre to take
    Value ads are the freebies(?) that are offered by channels when we run the ad. Eg: Co Sponsorship, Sponsorship etc. If there
    mention that

    Budget
    -

    - Any key consideration (including suggestions) that media should focus on

    Eg: Big integration / Innovation ideas, communication elements that can be leveraged

    -Other scheduled activity (Activations, ground level , consumer promos etc)


    -
    - Any Idea on when is the next campaign being planned
    -

    Deadline
    -

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