创意简报及其范例

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1、08商务策划广告策划实训创意简报客户：品牌：撰写人：日期：工作主题：工作项目：活动需求：目标受众（人口统计特征、生活方式、使用习惯、态度）：广告预期目标：核心主张：支持点：必要元素（零售商、商标、电话号码等）：期望的品牌形象(如友好的、精明的)：308商务策划广告策划实训创意简报范例客户：XYZ品牌：Jump撰写人：日期：工作主题：Jumplaunch工作项目：活动需求CampaignRequirement：OnelaunchTVcommercial,whichcanlaterbedevelopedintoanongoingcampaign.Itneedsanend-lineandav

2、isualdevicewhichcanalsoappearontheback.（广告运动还是一则单独的电视广告，长期的广告还是短期的广告作品等）目标受众TheTargetAudience（人口统计特征、生活方式、使用习惯、态度）：Thosewhobuyfoodforapetdog,ie.housewivesofallagedandsocialgrades.Typicallyyoushouldaimitatafamilyhousewife,aged30-40.Shelovesthedogandwantstodowhateverisbestforit.Thisisfarmoreimport

3、antthanherownconvenienceoreconomy.Shebelievesherdogshouldbefit,activeandhealthyandwemustlinkJumptothatdesire.广告预期目标Whatistheadvertisingintendedtoachieve?：1.Togenerateawarenessandtrialofthisnewbrand2.Topositionitasadifferentbrand,adifferentkindofdogfood.3.Tooccupythe“HealthyDiet”positionaheadofan

4、yoneelse.核心主张Thesinglemindedproposition：Jumpis“healthfood”fordogs.支持点Substantiationfortheproposition：Speciallyformulatedtobeacomplete,balanceddietforahappy,healthydog.Combinesthegoodnessofbothcanneddogfoodandmixer.Haseverythingahealthydogneeds(allthemeat,cereal,vitamins,calcium,minerals,oils…)Hi

5、ghinprotein,highinfibre,lowinfat.Justasyouareconcernedthesedaysaboutahealthydietforyourselfandyourfamily,soyoushouldlookatyourdog’sdietinthesameway.必要元素：1.Madewithrealmeat.2.Reassurethatdogwillenjoyit3.Showproductmadeup(beforeshowingitdry,becausedrylooksunappealing).4.Needtoprovideexplanationtha

6、titisboughtinconcentratedform,waterisaddedfromwarmtap,makinggravy(waterisveryimportantbecausemanywillrememberpastpublicityaboutdrycatfoodsbeingbadforcats.)期望的品牌形象：Doingtherightthingforyourdog.Caringabouthishealthanddiet.308商务策划广告策划实训3