The steps for the creative brief and
\npitch are:
\nStep one: Select a client
\nStep two: Choose a product, service, idea or event to advertise
\nStep three: Develop the creative brief, clearly demonstrating the
\ndecisions you will make for the
\ncampaign (and course learning)
\nStep four: Create a presentation to pitch the ideas from the brief
\nThis assessment involves the development of a creative brief, and a
\nrecorded presentation to pitch the creative brief.
\nCREATIVE BRIEF (30%) AND PITCH (20%)
\nA S S E S S M E N T I N F O R M A T I O N
\nASSIGNMENT NOTES
\nThink of it as if you want to win
\nthe client’s creative advertising
\nbusiness for an upcoming
\ncampaign\u2014the brief gives an
\noverview of your planned
\ndecisions if they were to hire
\nyou.
\nThe creative brief should be in
\nreport-format.
\nThe presentation should be
\na pitch of the creative brief
\nPlease note: The creative brief
\nand pitch have different due
\ndates.
\nASSIGNMENT NOTES
\nThe brief is for a new campaign to advertise an existing product (or
\nservice, or idea) to, for example, change attitudes. The campaign needs to be
\nsignificantly different from the company’s previous ones.
\nSee FAQs on Blackboard.
\nClient Background
\nCampaign Objectives
\nTarget Audience
\nMessage
\nCreative Strategy
\nMedia Strategy
\nBudget and Scheduling Considerations
\nOther Considerations
\nCreative Brief Report Sections
\nTitle page (not included in the page count)
\n1.
\n2.
\n3.
\n4.
\n5.
\n6.
\n7.
\n8.
\nReferences (not included in the page count).
\nNotes
\nThe title page can be one you have created; it does not need to be an
\nofficial UQ Business School cover page. No appendices should be
\nincluded. All information should be included in the body of the brief, and not
\nexceed 4 pages (excluding title page and references).
\nCREATIVE BRIEF (30%)
\nRequirements: 4 pages (does not include +\/- 10%), 12pt font,
\nconsistent font style, 1.5 line spacing, 2.54cm margins (all), title page,
\nconsistent referencing style in-text and reference list (not included in the
\npage count), professional format\/layout. The brief should follow this
\nstructure:
\nA S S E S S M E N T I N F O R M A T I O N
\nClient Background (3 marks)
\nThis section should include:
\nDiscussion of relevant key client background information*
\nIdentification of the product, service, idea, or event that will
\nbe advertised in the campaign
\nBrief discussion of existing advertising and media strategies
\nof the client, if any (How\/where have they advertised previously?
\nThe general purpose of this prior advertising communication)
\n*Remember, the brief is designed for the client (which company\/brand), so
\ninformation that would be relevant to them should be included.
\nCampaign Objectives (3 marks)
\nThis section should include:
\nStatement of the SMART(T) objective(s) of the campaign*
\nBrief discussion of what the campaign will involve (e.g.
\ntraditional or social media; one ad or a set of ads; any other
\nessentials)
\nJustification of why the objective is most appropriate for the
\ncompany or brand and this campaign
\n*One well thought out objective is sufficient. If more objectives are
\nincluded, these need to be reasonable within one campaign. These must be
\nobjectives you develop, and cannot be those from lectures.
\nTarget Audience (4 marks)
\nThis section should include:
\nIdentification and brief discussion of the target audience
\nJustification of why the target audience is most appropriate
\nfor the company or brand and this campaign
\nKey evidence-based consumer insights*
\n*The insights will need to be based on secondary research (e.g.
\ncredible websites, statistics, articles).
\nA SSESS M E N T I N F O R M A T I O N
\nA SSESS M E N T I N F O R M A T I O N
\nMessage (4.5 marks)
\nThis section should include:
\nThe message statement (using the message framework)
\nIdentification and brief discussion of the type of message
\nstrategy* that will be adopted
\nJustification of choices (why are these the most appropriate?)
\n*Only one should be chosen and strongly justified. If more than one is
\nchosen, a strong justification must be provided for each choice.
\nCreative Strategy (5 marks)
\nThis section should include:
\nIdentification and brief discussion of the proposed type of
\nappeal
\nIdentification and brief discussion of the proposed execution
\ntechnique*, and other creative tactics and considerations
\nJustification of choices (why are these the most appropriate?)
\n*Only one should be chosen and strongly justified. If more than one is
\nchosen, a strong justification must be provided for each choice.
\nMedia Strategy (4.5 marks)
\nThis section should include:
\nIdentification and brief discussion of the medium to be selected
\nBrief discussion of appropriateness* of the medium
\nIdentification and brief discussion of the vehicle(s) to be
\nselected
\nJustification of choices (why are these the most appropriate?)
\n*Weigh up the advantages and disadvantages to show why this is the most
\nappropriate medium for the client and target audience.
\nBudgeting and scheduling considerations (2 marks)
\nThis section should include:
\nIdentification and brief discussion of the scheduling of the ad
\non the vehicle(s)
\nBrief discussion of whether reach or frequency should be
\nprioritised, including justification of choice
\nIdentification of and brief discussion of budgetary
\nconsiderations*
\n*Only one should be chosen and strongly justified. If more than one is
\nchosen, a strong justification will need to be provided for each choice.
\nOther Considerations (2 marks)
\nThis section should include:
\nBrief details of any other considerations* that need to be
\ntaken into account.
\n*At least one other well thought out consideration. This does not need to be
\nbased on course learning. Think about advertising issues (specific to this
\ncampaign) that have not yet been discussed in the previous sections but will
\nneed to be considered.
\nCommunication, Referencing and Format (2 marks)
\nThe report adheres to the 4 page maximum and follows communication,
\nformatting, structure and referencing standards.
\nNo appendices should be included.
\nA SSESS M E N T I N F O R M A T I O N<\/p>\n","protected":false},"excerpt":{"rendered":"
The steps for the creative brief and pitch are: Step one: Select a client Step two: Choose a product, service, idea or event to advertise\u2026<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1467,1463,1466,1464,1474,1473,1472,1471,1462,1468,1461,1469,1470,1465],"tags":[8856,8865,8861,8862,8860,8863,114,8857,8729,8859,31,8858,8864,8855,8854,8853],"class_list":["post-94886","post","type-post","status-publish","format-standard","hentry","category-academic-paper-writing-services","category-best-nursing-paper-writing-service","category-cheap-custom-essay-writing-service","category-help-with-writing-nursing-papers","category-nr","category-nur","category-nurs","category-nursing-dissertation-writers-help","category-nursing-paper-writing-service-in-3-hours","category-online-nursing-papers","category-paying-someone-to-write-a-paper","category-professional-nursing-essay-writers","category-reliable-nursing-writing-help","category-write-my-nursing-paper","tag-best-nursing-papers","tag-essay-on-good-health","tag-health-care-essays-from-students","tag-health-essay-in-english","tag-health-essay-sample-free-health-essays","tag-healthcare-essay-examples","tag-healthcare-essay-writing-service","tag-help-with-writing-an-essay","tag-medical-essay-writing-service-by-medical-professionals","tag-nursing-essay-papers","tag-nursing-essay-writing-service","tag-nursing-paper-writers","tag-nursing-paper-writing-services","tag-professional-nursing-writing-services","tag-short-essay-about-health-best-nursing-essay-writing-service","tag-short-essay-on-good-health"],"_links":{"self":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts\/94886","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/comments?post=94886"}],"version-history":[{"count":0,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/posts\/94886\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/media?parent=94886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/categories?post=94886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.studyproessays.com\/help\/wp-json\/wp\/v2\/tags?post=94886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}