Identify and describe the advertising problem.

Your task this week is to develop the design brief for the client you pitched to in W1 Assignment 3. Identify and describe the advertising problem. Use the analysis of the client’s current advertising you did in Week 1. Use a several sentences. Add detail. Formulate the campaign objective. Objectives should be measurable and tell us what you will change, how much of a change will be made, and how long it will take. Here are a few helpful links:Describe the tone of voice for the campaign. Explain why you recommend this tone of voice

 

Include the following in the brief:

  • Identify and describe the advertising problem. Use the analysis of the client’s current advertising you did in Week 1. Use a several sentences. Add details.
  • Formulate the campaign objective. Objectives should be measurable and tell us what you will change, how much of a change will be made, and how long it will take. Here are a few helpful links:
  • http://yourbusiness.azcentral.com/three-main-advertising-objectives-1412.html
  • http://smallbusiness.chron.com/examples-advertising-objectives-strategies-3271.html
  • Describe the tone of voice for the campaign. Explain why you recommend this tone of voice. Again, tone can be humorous, serious, casual, formal, etc…Why is this tone key to reach your target audience. For example, you likely wouldn’t use a formal tone to reach the teenage market. Also, tone can involve other elements, such as color, design, image choices.
  • Give examples of how you will use the new tone of voice to adapt the client’s original advertising. You can create headlines, change sentences, rework the tagline, etc. How might the new tone differ from the old? Explain.
  • Support your recommendations with research and indicate how each of these will help the campaign reach the target market. For example, if you are changing the tone from serious to causal, why is this a good choice for your new market? Also, tone can involve other elements, such as color, design, image choices.

In addition to the design brief, include a memo that explains what a design brief is and explain the choices that you made. Here is a helpful link about writing a memo: https://owl.english.purdue.edu/owl/resource/590/04/

Be sure to explain the choices you made in your changes. Explain how and why the suggestions are what they are.

Design Brief:

http://www.businessdictionary.com/definition/design-brief.html

https://designschool.canva.com/blog/effective-design-brief/

 

 

Deliverables:

Ensure that your design brief and memo are about 500 to 750 words long. Use proper MLA formatting. Double-space throughout. Use a Works Cited page.

A helpful link: How to Write a Successful Creative Brief

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