Strategic thinking for advertising creatives / Alice Kavounas Taylor.

Includes bibliographical references (page 201) and index.

Introduction -- Product/service : what, precisely, is your advertising selling? -- Objective : what must your advertising achieve? -- Tarket market : who is the primary focus of your advertising? -- Strategy : how will your advertising achieve your objective? -- Proposition : what's the 'hook' that will attract the target market? -- Support : why does the product interest this target market? -- Competition : who else is fighting for your target market's attention in this area? -- Mandatory elements : what hasa to appear in the advertising-e.g. a legal requirement -- Tone of voice : describe the campaign's character-in three adjectives, max! -- Desired consumer response : what do you want your target audience to do, feel or think after seeing the advertising? -- Media requirement : where will the advertising appear? -- Further reading -- Index.

Strategic thinking is central to creating a successful advertising campaign, yet it is rarely taught systematically. This book enables advertising creatives to formulate a clear brief and to think strategically. Structured according to the 11 essential elements of a classic advertising brief, it offers a simple, clear, universal template against which the student or young creative can map his or her current project, and learn to understand the key elements that make up a strong brief.