5 Creative Brief

Creative Brief is also known as a

A ________ is the next step in the evolution of the marketing plan

The creative brief is developed from the __________

Information from the __________ is used in the __________ to outline the communication plan of attack

An IMC advertising campaign uses the brief to deliver an __________

A small internal document created by the account executive, __________, should dissect the product or service for the creative team

The target audience profile outlines who the key consumer will be. It focuses on

__________ layout what communication efforts need to accomplish

Positioning determines

The __________ will be screamed out throughout the visual and verbal message

The __________ job is to directly support the key consumer benefit

__________ is the foundation for both concept development and ultimate creative direction

The __________ should reflect the key consumer benefit

__________ are built around the current campaign and define campaign direction

Taglines last anywhere from __________

Psychographics

The to types of Key consumer benefits (KBS's):
Think Apple inc. vs Insurance ads

Who creates the creative breif?