In this week's tutorial, we learnt more about the creative strategy and applying them into our creative brief. Creative brief is part of the creative process before an advertisement or campaign is created. This is to make sure we are clear on which path we are heading and thus, we will not get lost while creating the advertising or campaign.
The first point to ponder is the prospects. For example, their demographics and psychographics. This is to have a clear mind on who our readers or viewers are. The second point is the objective of the advertisement. This is to know the purpose of the advertisement, whether it is to introduce a certain product, to create awareness or to convince. The third point to ponder is the benefits for the customers. This is to know what will the customers gain from this product and the point that we want to highlight in the advertisement as the unique selling point.Also, the fourth point to ponder is the tone of the advertisement (friendly, fun, etc.) or the brand character (reliable, trustworthy,etc).
From the exercises given to us, I find the second one more interesting as we get to let our imagination run free and have a test on how is it like to be in the advertising company while coming out ideas for an advertisement. Also, we get to implement the things we have learnt earlier from observing an advertisement on a creative brief to this creative brief while observing a product we've never seen before.
Overall, the tutorial was a great experience hearing different ideas from different group and it was also a chance for us to learn from our mistakes as it will help us further in our assignment and future encounters.
By: Renvin Kaur Sidhu
Checked by Wong Mei Yee
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