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  • BE 604 - Macrh 24 2022 Class Deck

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    Chan David
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    1. The document discusses a creative brief exercise for a marketing management class. 2. Students are split into groups and each group is an advertising agency tasked with developing a creative brief for a milk campaign targeted at millennials. 3. The creative brief will include guidelines for creating brand messages and will restate the marketing strategy and objectives, propose a message format and creative concept, and identify what must be included in the messages.

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    1. The document discusses a creative brief exercise for a marketing management class. 2. Students are split into groups and each group is an advertising agency tasked with developing a creative brief for a milk campaign targeted at millennials. 3. The creative brief will include guidelines for creating brand messages and will restate the marketing strategy and objectives, propose a message format and creative concept, and identify what must be included in the messages.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    3 views12 pages

    BE 604 - Macrh 24 2022 Class Deck

    Uploaded by

    Chan David
    1. The document discusses a creative brief exercise for a marketing management class. 2. Students are split into groups and each group is an advertising agency tasked with developing a creative brief for a milk campaign targeted at millennials. 3. The creative brief will include guidelines for creating brand messages and will restate the marketing strategy and objectives, propose a message format and creative concept, and identify what must be included in the messages.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 12

    BE 604 – Marketing Management

    01 02
    EVALUATE Creative
    Agenda Brief
    Exercise

    BE 604 – Marketing Management


    https://perceptions.uwaterloo.ca/

    BE 604 – Marketing Management


    Executing Creative
    Strategy

    BE 604 – Marketing Management


    The Creative Message
    Brief

    A creative brief is a
    document that provides
    the guidelines for
    creating brand messages

    BE 604 – Marketing Management


    • Creative briefs typically include items such
    as:
    – Restatement of the marketing strategy
    including objectives of marketing
    communications (To Target)
    – The message format or approach
    – The psychological appeal
    – The big idea or creative concept
    – “Must includes” - information you have
    to put in the message

    Creative Brief
    The Creative Concept
    Converting message into memorable,
    persuasive format.
    ¨ Search for the

    ¨ can be an image, a scenario…. “the one


    human truth that is most relevant”

    ¨ It should be
    ¨ memorable
    ¨ relevant to the brand strategy

    BE 604 – Marketing Management


    BE 604 – Marketing Management
    BE 604 –https://www.youtube.com/watch?v=5fEnWkCF6bg
    Marketing Management
    BE 604 – Marketing Management
    The Creative Exercise
    Each group acts as an ad agency
    • Your client is DFC
    • It is roughly a $120 Million account
    • Each ad agency will develop a creative brief for “Milk” for the millennial market
    • Each ad agency will submit the creative brief to me via email by 10:30pm Today!

    BE 604 – Marketing Management


    http://strategyonline.ca/tag/dairy-farmers-of-canada/
    BE 604 – Marketing Management

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