The advertiser / client provides a brief that contains vital information, knowledge and expectations for their brand / product / service.

This can include:

MARKETING OBJECTIVES

Information on measurable objectives such as volume sales, share of market, profit ability etc

ADVERTISING OBJECTIVES

What the client is trying to accomplish through advertising. Some of these objectives may include:

• Stimulate / increase awareness / trial.
• Maintain/sustain current position: Remind / reinforce.
• Introduce / launch a new brand.
• Reposition a current brand.
• Relaunch a declining brand.
• Prevent erosion by a major competitor.
• Establish or improve image/reputation.
• Change attitude.
• Merchandise to the trade.
• Support sales force: impress franchisees, employees.
• Elicit a direct response : coupon, sale announcement, write-in offer, etc.

SOURCE OF BUSINESS / TARGETING

Identifying where the core business returns will come from in terms of the available consumer profiles.

This information includes the identification of the targets and their profiles. These may include: holding current brand users, getting current users to increase frequency of use, changing the user profile and appealing to a different target group, attracting customers from competitive brands, expanding the category, demographic (age / sex / income / education / employment / ethnicity), psychographics (lifestyle / outlook / interest / motivations), purchase influence / decision, purchaser vs end user evaluation, lifestyle market segments (i.e. university students, retired, working etc.).

KEY CONSUMER RESPONSE

The desired outcome in terms of thoughts, feelings or actions as a result of seeing/hearing the advertising,

i.e.:“I never thought about trying that brand before, but now I might consider it.” “I do trust my brand, but maybe it is time for a change.”

PRODUCT BRAND / CATEGORY INFORMATION

Information that provides a richer understanding of the product and category .i.e.

• Competitive brands and competition from related product classes.
• Shares / sales / volume: Category / brand / competitor trends.
• Interest level-high / low, i.e. fashion or cars vs detergents.
• Responsiveness to advertising.
• Purchase cycle – users / heavy users.
• Lifecycle stage for brand-i.e. new, mature, extension.
• Awareness / attitude information – loyalty negativity etc.

Market expansion opportunities – category penetration, frequency of use, new volume opportunities.

COMPETITIVE ADVERTISING PATTERNS

Understanding what the competition does in the market, from a media perspective as well as a creative perspective. Information such as where, when, how and what the competitors are advertising, who they are targeting with their communication and what they are trying to achieve.

The detail of expenditure by medium, seasonality, program and title selection and the amount of effort they are placing in media with their brand / product assists in identifying these patterns of behaviour.

• Target audience profile.
• Recommended medium(s) based on relevance and impact to target audience and the communication requirements.
• Strategic idea that leverages knowledge of the target against the task at hand.
• Articulation of the role of each channel in the overall campaign.
• The effort required in each medium (i.e. TV to reach 60% of the target at least 2 times).
• Geographic variables that may require unique effort, different timing or prioritisation.
• Timings for each medium.
• Estimated investment required.