Writing a Creative Brief
STARBUCKS
MKTG408 Professional Application
You are continuing to work with the same business used in the Units 1 and 2 Individual Project. In the U2 IP, you began developing ideas for a new campaign. This week you will begin writing a creative brief.
Part 1: Background Analysis
Based on your U1 situation analysis, analyze critical issues facing the company that could be addressed in an IMC campaign.
List and analyze the top 3 critical issues.
Determine what issue must be addressed in this new campaign.
It is necessary to back up your decisions with theory from the text or expert advice and real-world information from professional or scholarly sources in the AIU library. This section of the paper should be 2 pages in length and uses research from the text and articles in the library’s full-text databases. Failure to use the required articles or use of consultant or other inappropriate sites will result in deductions of up to 30% for the entire submission.
Part 2: Creative Brief
Communication Objectives - specify the communication objective(s) for this campaign
Target Market - identify the segment(s) you will target with this campaign
Major Selling Idea - what's the single most important thing to communicate to achieve the objective?
Key Benefits - explain why the target market should believe the major selling idea
This section of the paper should be 3 pages in length and uses research from the text to back up choices. Use of consultant or other inappropriate sites will result in deductions of up to 30% for the entire submission.
Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 5 pages in length - starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 8-10 pages in length
Please submit your assignment as a Word document in APA format using the attached TEMPLATE. Notice that the
MKTG408 Professional Application
You are continuing to work with the same business used in the Units 1 and 2 Individual Project. In the U2 IP, you began developing ideas for a new campaign. This week you will begin writing a creative brief.
Part 1: Background Analysis
Based on your U1 situation analysis, analyze critical issues facing the company that could be addressed in an IMC campaign.
List and analyze the top 3 critical issues.
Determine what issue must be addressed in this new campaign.
It is necessary to back up your decisions with theory from the text or expert advice and real-world information from professional or scholarly sources in the AIU library. This section of the paper should be 2 pages in length and uses research from the text and articles in the library’s full-text databases. Failure to use the required articles or use of consultant or other inappropriate sites will result in deductions of up to 30% for the entire submission.
Part 2: Creative Brief
Communication Objectives - specify the communication objective(s) for this campaign
Target Market - identify the segment(s) you will target with this campaign
Major Selling Idea - what's the single most important thing to communicate to achieve the objective?
Key Benefits - explain why the target market should believe the major selling idea
This section of the paper should be 3 pages in length and uses research from the text to back up choices. Use of consultant or other inappropriate sites will result in deductions of up to 30% for the entire submission.
Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 5 pages in length - starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 8-10 pages in length
Please submit your assignment as a Word document in APA format using the attached TEMPLATE. Notice that the