FORMATO BRIEF - CAMPAÑA PUBLICITARIA EN INGLÉS

Gestión de mercados 1792931

Instructor:

JHON MUÑOZ

Mónica Cecilia Mantilla Ortega

SENA 2019
1. LEST LISTEN.
 2. GUIDELINES FOR CREATING AN ADVERTISING
CAMPAIGN.
Have nature in your home !!
Sounds good doesn't it?
Find the wide variety of natural stones that give life to your home,
feel the Amazon in your living room and a whole valley in your
kitchen is possible, we make it possible. The feshness of the sea
in your floors and the warmth of the natural throughout your home.
contact us and give us the opportunity to show you what we can
offer you
70 street #30 West -126

3. LET’S WRITE
Company information Present tense
 Name of the company South American marble and granite
 Trade’s name South American
 Company’s activity natural stone transformation
Company history
 History of the company in
detail
 Advertising has been
traditionally done?
 What kind of advertising and
what issues were addressed?
 What were the objectives of
previous campaigns?
 What are the characteristics
 of your product or service?
 What is the current position
of your product in the
market?
The product or service
Description of the product or service
with all its features:
 Physical (if it has)
 Chemical characterization (if it
has)
 Packaging (if it has)
 Benefits
 Trajectory (how long was it
released)
 Lifecycle
 Legislation

SWOT matrix (Strengths,

Weaknesses, Opportunities and
Threats)

 Weaknesses (they are internal

to the company)
 Opportunities (they are
external, what the sale
opportunities are)
 Strengths (they are internal)
 Threats (they are external)

Budget
 It’s the money assigned to the
project.

Consumer/Target Audience
Describe the three types of
consumers:
 End consumer: The person
 who consumes the product,
but doesn’t decide on the
purchase.
 Real consumer or objective:
The person who makes the
purchase decision.
 Potential Consumer: The
person who has a provisional
contact with the product or
who will be the consumer in
the future.

Describe the profiles

 Demographic profile
 Geographic profile
 Psychographic profile

Competition/Positioning
Describe the type of competition
your product or service has:
 Direct
 Hint
 Main Competition
Project objectives
Describe the goal to be achieved in
your project.

Market research
Explain the market research you
have made in your project: which
are the latest changes of consumers
and the target public?

Schedule
Include the distribution channels for
the products of your project:
 Direct
 Indirect

4. VOCABULARY