Objectives Why are we doing this and what do we hope to achieve Target audience Who are we talking to? What is the target segment(s) profile? Consumer insights What do they currently think and feel about our brand? What do we want them to think and feel ? Why? Brand Promise What brand meaning and personality do we want to project? Reasons to believe What features and details back up our promise? Tone of voice What sort of tone theme and ideas do we wish to convey? Key message/Call to action What is the single most important thing that we want our target audience to take away from our advertising? What should they recognize and recall? Schedule and budget When are the deadlines? How many resources are available? Other Details Are there other mandatories, e.g. logo, contact numbers, front, format, etc.
Keep Reaching Keep Believing" and "Virgin Atlantic: 25 years, Still Red Hot" are two award-winning advertisements produced for Blink Broadband T&T and Virgin America respectively. What do you think is the key message in each ad and was it effectively communicated? What emotional appeal(s) did each message utilize? Discuss these questions within your group and share your answers with the class in this forum.
Additionally, choose one of the advertisements and develop a creative brief that could have been used to guide the development of the advertisement and post this as well to the discussion forum. Refer to the creative brief guidelines discussed in Unit 4. You may conduct additional research about the advertisements if you wish.
You can view the videos at the links below:
BlinkBroadbandTT. (2015, March 13). Keep reaching keep believing #WhatUWannaBe [Video file]. Available at
https://youtu.be/8bLZpwWgFPY
Virgin America. (2009, March 17). Virgin Atlantic: 25 years, still red hot [Video file]. Available at
https://youtu.be/FYQHDadIDxk
Creative Brief
| Objectives | Why are we doing this and what do we hope to achieve |
| Target audience | Who are we talking to? What is the target segment(s) profile? |
| Consumer insights | What do they currently think and feel about our brand? What do we want them to think and feel ? Why? |
| Brand Promise | What brand meaning and personality do we want to project? |
| Reasons to believe | What features and details back up our promise? |
| Tone of voice | What sort of tone theme and ideas do we wish to convey? |
| Key message/Call to action | What is the single most important thing that we want our target audience to take away from our advertising? What should they recognize and recall? |
| Schedule and budget | When are the deadlines? How many resources are available? |
| Other Details | Are there other mandatories, e.g. logo, contact numbers, front, format, etc. |
Trending now
This is a popular solution!
Step by step
Solved in 3 steps
