《4A廣告公司 內(nèi)部資料 DDBbrief》由會(huì)員分享，可在線閱讀，更多相關(guān)《4A廣告公司 內(nèi)部資料 DDBbrief（2頁(yè)珍藏版）》請(qǐng)?jiān)谘b配圖網(wǎng)上搜索。

1、 Creative brief Client Brand/product Account group Creative group Job No./title Date TV radio press poster direct Promotion ideas Sponsorship/event

2、in-store new media Background 背景 role of advertising 廣告作用 In one sentence, what is the advertising trying to do for the brand/product? Target market市場(chǎng)目標(biāo)人群 Describe the typical person we are talking to? Consumer insight消費(fèi)者切入點(diǎn) How

3、do they currently feel about the brand/category/product? Advertising opportunity廣告機(jī)會(huì) In light of the above, how can advertising make the brand more desirable? Promise承諾 What is the single thought or idea that that the creative should begin from?

4、 Support支持 What emotional or rational support can help make the promise believable? Brand personality品牌個(gè)性 If the brand name came to life as a person, what sort of person would he/she be? Mandatories特別限制 Are there any musts or must-nots? A

5、pproval from client Internal review Presentation to client Layout Production budget Group account director Creative director General director Client 2 The DDB Needham Worldwide Communications Group Inc