《4A廣告公司 內(nèi)部資料 DDBbrief》由會員分享，可在線閱讀，更多相關(guān)《4A廣告公司 內(nèi)部資料 DDBbrief（2頁珍藏版）》請在裝配圖網(wǎng)上搜索。
1、Creative briefClientBrand/productAccount groupCreative groupJob No./titleDateTV radio press poster direct Promotion ideasSponsorship/event in-store new mediaBackground 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市場目標(biāo)人群Describe th
2、e typical person we are talking to?Consumer insight消費者切入點How do they currently feel about the brand/category/product?Advertising opportunity廣告機會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 fro
3、m?Support支持What emotional or rational support can help make the promise believable?Brand personality品牌個性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?Approval from clientInternal reviewPresentation to clientLayout Production budgetGroup account directorCreative directorGeneral directorClient2 The DDB Needham Worldwide Communications Group Inc
4A廣告公司 內(nèi)部資料 DDBbrief
