What do you want them to think, feel, or do, as a result of being exposed to your creative?

Learning Goal: I’m working on a marketing project and need a reference to help me learn.I will provide my written creative brief, please revise it according to the scoring criteria I provide Creative Brief Assignment Details (continued)What is the objective of the project?Write a concise “action” statement of the effect the “ad” should have on your target audience. What do you want them to think, feel, or do, as a result of being exposed to your creative? (Note: this is different from a marketing objective, which may be to increase sales by 10% in 6 months).Target audience: Whom are we talking to?Describe your target audience with precision and detail. Go beyond age and sex to include insights into their buying behaviors, attitudes, values, and lifestyle. Be sure to explain how the audience currently thinks or feels about the product category, the client’s product, and competitive choices. Include a Benefit Segmentation Name.An audience profile is more about how real people think, feel and behave than it is about numbers and percentages. Paint a portrait of the audience – a verbal picture that the creative team can talk to and visualize. Help bring attitudes, lifestyle and personality to light. Explain how the audience currently thinks, feels and behaves in relation to the product category, to competitors, as well as to the client. What is the single most important thing we want to say?This is quite possibly the most important part of the brief. This is also known as the positioning – the position you want the product to own in the consumer’s mind. This concise statement should focus on the most persuasive or important thing that you can say to persuade the target audience to take the action outlined in your objective. V is the ______ W that does X so you can feel Y.What are the supporting rational and emotional ‘reasons to act or believe?’What are the most compelling reasons to believe, to try, to buy? List the rational and emotional reasons for consumers to believe what you say, to try the product, to buy the service. Include all major copy points and visual evidence listed in order of relative importance to the consumer.Mandatory elements, helpful information, and insightsInclude information such as consumer insights, memorable quotes, a description of the brand personality, positioning tag lines, creative thought starters, terms of the direct response offer, result expectations, and mandatory elements such as logo, tagline, web site address, specific call to action.Client service checklist:This is intended to be a list of supporting material that will be provided to the creative team to use as reference while working on the project. E.g. include copies of previous ads, brochures, competitor ads, books, websites, etc. Grading Rubric:Your creative brief will be graded based on the following rubric (100 points):o 0-20 points Background / overviewo 0-20 points Objective o 0-20 points Target audience o 0-20 points Single most important thing to say o 0-10 points Supporting rationale / emotional reasons to believeo 0-5 points Mandatory elements / helpful information & insights / Client checklisto 0-5 points 12-point font, single spaced (double sections), on time
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