What the client requires the ad agency to work on. Example a website , PR or twitter campaign
• Clients Business Background
Business background of the company and its business goals so that advertising campaigns can be aligned to convey the core value of the company in all its advertisements
Why is this required? What is the company wants to achieve through this?
• Target Audience
Determine the target group based on their age, background and other demographic differences to whom the campaign should be focussed.
Current Positioning and re-positioning requirements
What is most important benefit the customer will get by buying the product?
What kind of response is expected out of the campaign?
• Executional guidelines and Tone of voice
Designing different information for different groups and the tone of voice decisions for each target group
• Timing and Budget
Time frame for the campaign and the total cost
All the above listed points are discussed in detail and documented in the advertising brief so that both the company and the advertising agency are clear on what is expected and what the deliverables are. Thus both the parties reach a consensus and at each stage, the above parameters are monitored and assessed for compliance. Any deviation from the advertising brief needs to be communicated and the revised version of the agreement should be updated.