Creative brief is the base or a guideline paper for the advertisement process of a business. It brief about all the related elements and aspect which are important to a business and the advertisement process of the business. the main phases of the creative brief are as follows in the advertising campaign:
Define the company
Summarise the project
Explain the objective of the advertisement
Define the target audience
Outline the deliverables which are needed
Identify the competition of the business
Include the details about the message, tone and style
Offer the better time
Specify the total budget of the advertisement
List the key stakeholders of the business.
These are the important elements of the creative brief which must be included in the brief to enhance and improve the advertisement process and the management of the business.
A successful advertising campaign is the one which helps the company to meet all the objective and goal of the business, the advertising means to get all the related information about the service and the product to the consumers and the audience of the business. The key elements of the advertising must be follow which would help the producer to make a design and better advertisement which are as follows:
Address the advertisement to the typical customers and the consumers of the business
A feeling of urgency must be there
A list of benefits must also be attached
The consumers of the company are told about the do and don’t list
Study the relevant factors, pros and cons of the product and services of the business
These factors would help the business to not only set up and design the advertisement as well as it would assist the business to launch a better advertisement in the market.
An advertising campaign must be set by the business in a way that it could be successful in the market as well as well as the cost effectiveness could also be done. The main principles of advertising campaign are as follows:
Advertising schedule:
Advertising schedule is a process which refers to the outline of advertising timing that is represented as a plot on yearly basis as a flowchart. These plots refer to the pattern of scheduled time in the business when the sales of the business are favourable increasing. The classic models of the advertising schedule are continuity, pulsing and the flighting.
Media plans:
Media plans are generally a guideline which is prepared by the media agency. It explains about the media platform through which the products and the services of the business would be advertised. The main aim of the media plan is to set a better combination among the marketing objective and the advertisement campaign objective of the business.
Media vehicles:
The media vehicle terms refers to the specific method of advertisement through which the advertisement would be launched in the market such as radio, digital media, newspaper etc. these vehicles are used by the business to deliver the message about the advertising to the target audience of the business.
Media representatives:
Media representative are the firms or the independent organizations which sell the media space of time for the owners of the media firms, It is mainly the agent which sets a link among the owners and the advertising companies to launch the advertisement in better way in the market.
Media contracts:
Media contract is a contract which is signed by the business and the company which is producing the advertisement of the company and the business and the media through which the advertisement would be launched in the market. The context explains s about the total changes, timing, scheduling etc of the advertisement.
Social responsibilities play crucial role in a business. It is a philosophy which a business must take into the consideration while preparing the advertisement, It must be for the best interest of the society in the long term as well as in the present scenario. The main social responsibilities of the business are as follows:
Truth in the advertising: It explains that the information contain in the advertisement must be true enough and must not harm the society in any manner.
Protection of children: the advertisement must be prepared in such as way that it could not impact negatively on the children and their mind. The advertisement must be prepared in such a way that it could offer a better message to the audience.
Environmental issues: the advertisement producers are also required to focus on the various factors of the environment and must not adopt any tactic which could make harm on the society as whole.
Advertising federation of Australia explains that the advertisement of a business or the product or the services must be in such a way that all the rules of the Australian federation have been fulfilled. It evaluates the advertisement on the basis of its measurement and explains about the level of the advertisement on the basis of that. The federation act has specifically prepared by the business to measure the advertisement only.
It is an Australian communication and media authority which is set by the Australian government statutory authority among the portfolio of the communication. It has been formed to manage the communication and media activities in the Australian market. It performed the duty on the basis of the rules, legislations, regulations and the standards, codes of practices etc.
It is a competitors regulatory board and the national consumer law champion which promotes the competition, regulate international promotions and the far trading in the Australian market.
It is an association which copyright collective reprints in the Australia. It evaluates the creative stuff of the artistic and measure the relevancy and the level of innovation in the product. It estimates the creative stuff in the piece of the work and judges the product on the basis of that.
It is the national industry body that explains about the Australia’s commercial radio industry. It pursues a range of issues on the behalf of the stations. It specializes in the media legislation, human resource, industrial regulation, event management, audience surveys, digital radio etc. Millions of the Australian people are dependent on the commercial radio for the affairs coverage and the trustworthy news of the channel. It also offers daily entertainment to the Australian people for free.
It is an industry body that explains about the Australia’s commercial free to air television licensees. It is working from last 60 years in the Australia. Millions of the Australian people are dependent on the commercial free to air television for the affairs coverage and the trustworthy news of the channel. It also shows the live sport and the daily entertainment to the Australian people for free.
Anti-discrimination legislation
In the Australia it is not lawful to discriminate the people on the basis of their age, sex, race, disability, intersex status, gender identity, sexual orientation etc in the employment, education as well as public life. The Australia’s anti discrimination law explains that the advertisement must not enhance the discrimination and must be implemented and launched in such a way that the people could find it discriminatory. It is one of the most implemented laws in the Australia and thus people must be aware about it.
Consumer protection laws
The Australian consumer law has been scheduled to uniform the legislation to protect the right of the consumers through applying it as a law. The law mainly focuses on the protection of the consumers on the basis of the consumer protection act. It explains that anyone who is consuming or availing the services of any business must not be harmed and if any fault has been done on the hand of the business than the consumer has the right to claim about the business.
Copyright legislation
Copyright legislation act of Australia explains about the legally enforceable rights of the business or the creators of the artistic and creative work under the law of Australia. The act explains that one the creator has registered the artistic and creative work in the Australia law than nobody could copy that piece of work. If same is done by anybody than he or she has to take the permission from the main artistic otherwise the artist could sue the person who has copied the work.
Ethical principles
Ethical principles explain about the principles which focus on the welfare about the community and the industries which are working in the Australia. The ethical principle acts as a guide as how the consumers and the employees of the business must be treated. The main ethical principle of the business and the advertisement are as follows:
Respect for the basic human rights
Respect for the individuals and the rights to self determine the various rights and the concepts
A commitment about the empowerment and the participatory democracy
A commitment to collaborate the collective action of the business
A commitment to set a better relationship among the consumers and the business
An acknowledgement which sets the activities and relations among the audience and the business
Fair trading laws
The federal law explains that the competition and consumer act is along the main federal laws. It ensures that the trading of the business is fair to the business and the customers of the business. It covers the various aspects of the marketplace which deals with the wholesalers, retailers, suppliers, customers and the competitors of the business; It deals with all the unfair activities of the business and the marketplace, industry codes of practices, produce safety, mergers and acquisition of business, regulation of the advertising industry such as fair content and better message. The act explains that the advertisement process of the business must be good enough and offer better result to the company.
Privacy act is an Australian law which has been established in 1988. It regulates the personal information of the human. The main aim of the act is to handle he personal information of the business. The privacy act sets out the rights, standards, and obligations etc to handle, hold, access, use and correction the personal information of the business. The law explains that the related parties in the process of the advertisement must not share the personal information of the business with anyone. The personal details of the business must not be disclose by the advertising agency of the business.
Trade practices act 1974 of Australia explains that the competition and consumer must perform the trade practices in ethical and legal way. It ensures that the trading of the business is fair to the business and the customers of the business. It covers the various aspects of the marketplace which deals with the wholesalers, retailers, suppliers, customers and the competitors of the business; It deals with all the unfair activities of the business and the marketplace, industry codes of practices, produce safety, mergers and acquisition of business, regulation of the advertising industry such as fair content and better message. The act explains that the advertisement process of the business must be good enough and offer better result to the company.
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