What do you want the creative team to produce?
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Is it a banner campaign or should they build a website? (Also be open to any other suggested mediums but keep budget in mind)
be as detailed as you can about the target audience.
what is the advertising intended to achieve?
What do you want the target audience to do or think?
Are they expected to buy something, use more of something or switch brands?
what is the single motivating and differentiating thing we can say about the brand.
why should the customer believe you? A credible message is very important here.
what do we want the target audience to do or think as result of the advertising?
what believes, attitudes, opinions or behavior do you want to change?
how do we want people to feel about the brand after they have seen the communication? happy? Confident? Warm? Angry?
what must be incudes in the communication? for example logo, taglines, phone numbers, web address etc.
