4A广告公司-内部资料-DDB-brief

1TheDDBNeedhamWorldwideCommunicationsGroupIncCreativebriefClientBrand/productAccountgroupCreativegroupJobNo./titleDateTVradiopressposterdirectPromotionideasSponsorship/eventin-storenewmediaBackground背景roleofadvertising广告作用Inonesentence,whatistheadvertisingtryingtodoforthebrand/product?Targetmarket市场目标人群Describethetypicalpersonwearetalkingto?Consumerinsight消费者切入点Howdotheycurrentlyfeelaboutthebrand/category/product?2TheDDBNeedhamWorldwideCommunicationsGroupIncAdvertisingopportunity广告机会Inlightoftheabove,howcanadvertisingmakethebrandmoredesirable?Promise承诺Whatisthesinglethoughtorideathatthatthecreativeshouldbeginfrom?Support支持Whatemotionalorrationalsupportcanhelpmakethepromisebelievable?Brandpersonality品牌个性Ifthebrandnamecametolifeasaperson,whatsortofpersonwouldhe/shebe?Mandatories特别限制Arethereanymustsormust-nots?ApprovalfromclientInternalreviewPresentationtoclientLayoutProductionbudgetGroupaccountdirectorCreativedirectorGeneraldirectorClient