创意简报及其范例.docVIP

08商务策划 广告策划实训 PAGE PAGE 1 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)： 创意简报范例 客户：XYZ 品牌： Jump 撰写人： 日期： 工作主题：Jump launch 工作项目： 活动需求Campaign Requirement： One launch TV commercial, which can later be developed into an ongoing campaign.It needs an end-line and a visual device which can also appear on the back. （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The Target Audience（人口统计特征、生活方式、使用习惯、态度）： Those who buy food for a pet dog, ie. housewives of all aged and social grades. Typically you should aim it at a family housewife, aged 30-40. She loves the dog and wants to do whatever is best for it. This is far more important than her own convenience or economy. She believes her dog should be fit, active and healthy and we must link Jump to that desire. 广告预期目标What is the advertising intended to achieve?： To generate awareness and trial of this new brand To position it as a different brand, a different kind of dog food. To occupy the “Healthy Diet” position ahead of anyone else. 核心主张The single minded proposition： Jump is “health food ”for dogs. 支持点Substantiation for the proposition： Specially formulated to be a complete, balanced diet for a happy, healthy dog. Combines the goodness of both canned dog food and mixer. Has everything a healthy dog needs(all the meat, cereal, vitamins, calcium, minerals, oils…) High in protein, high in fibre, low in fat. Just as you are concerned these days about a healthy diet for yourself and your family,so you should look at your dog’s diet in the same way. 必要元素： Made with real meat. Reassure that dog will enjoy it Show product made up(before showing it dry, because dry looks unappealing). Need to provide explanation that it is bought in concentrated form, water is added from warm tap, making gravy(water is very important because many will remember past publicity about dry cat foods being bad for cats.) 期望的品牌形