ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Marketing Brief

Updated on September 3, 2009

Marketing Tips

  • We are exposed on average to 1500 advertising messages every day.
  • The first and most important task when producing advertising is to get people's attention. The best way to get attention is with a headline, or picture.
  • The most effective headlines promise a benefit, or give news. Good words include how to, why, who, you, your, new, special, free, sale, discount.
  • The simplest presentation and layouts are usually the most effective. Remember to keep it simple. Short words, short sentences, simple layouts.
  • People buy benefits, not features. Tell the customer what is in it for them. Sell the sizzle, not the steak.
  • Our natural reading attention goes from top left to bottom right. Set out your most important information in this order.
  • Remember to close the sale. Ask them to phone or write today, return the coupon, drop in before Friday, hurry or they will miss out. If you do not ask, you won't get.

Marketing Lessons

  • Establish what’s special about the product.
  • Decide your target market.   
  • Choose slogans and images which will make consumers identify with the product.   
  • Keep the image in front of the target consumers.

Four parts to a good ad

  • Attention
  • Interest
  • Desire
  • Action

Brainstorm your business

This is particularly helpful for small to medium sized businesses, even micro-enterprise. Sit down, print out and fill in the form below and start looking at your business from the out and above. Be emotionless in your appraisal and evaluation of your business.

The Brief

1. COMPETITIVE ADVANTAGE

What is the key market fact, which would affect your advertising success? What is hot about your product? What service do you provide that is superior to your competition?

2. PROFILE

Who are your customers? What are their socio-economic, geographic and demographic profiles?

Psychographics. What are the beliefs and behaviours of your target audience in relation to your product or service?

3. TARGET AUDIENCE NEED

Why does your target audience need this product or service? What does it do to make an impact on their image, attitude or usage problems?

4. ADVERTISING OBJECTIVE

How do you want the target audience to change their belief or behaviour toward your product/service. How quickly and to what extent?

5. DESIRED RESPONSE

How do you want consumers to feel after seeing/hearing/reading the advertisement? What rational and emotional response should we be seeking?

6. PERSONALITY GUIDELINES

What sort of image do you want to convey to your targets? What do you want them to remember about you? What style do you want to project? Is there something that sets you apart from your competitors?

7. RESTRICTIONS

Any legal restrictions or product performance limitations.

8. DETAILS

What type of advertising? Institutional or direct-response?

9. SPECIAL MESSAGES

  • eg: open 7 days
  • this weekend only
  • address and phone
  • prices
  • special offers

DIY Creative Strategy Worksheet

Primary Selling Points: (Product Points: built in characteristics of product itself, including any USP)

1.

2.

3.

Primary Benefits (Prospect Points: the buyer gets from using this product or service)

1.

2.

3.

Consumer Profile of Target Prospect:

1. Demographics (age, sex, education, income, occupation)

2. Psychographics (lifestyle, attitude, personality traits)

Belief you want this Ad to establish:

1.

2.

3.

Reasons why prospect should believe it:

1.

2.

3.

"Big Ideas" to dramatise this belief:

1.

2.

3.

Visualisation of Big Idea

1. Product alone

2. Product in setting

3. Product in use

Comments

Submit a Comment

No comments yet.

working

This website uses cookies

As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

Show Details
Necessary
HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
LoginThis is necessary to sign in to the HubPages Service.
Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
AkismetThis is used to detect comment spam. (Privacy Policy)
HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
Features
Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
MavenThis supports the Maven widget and search functionality. (Privacy Policy)
Marketing
Google AdSenseThis is an ad network. (Privacy Policy)
Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
Index ExchangeThis is an ad network. (Privacy Policy)
SovrnThis is an ad network. (Privacy Policy)
Facebook AdsThis is an ad network. (Privacy Policy)
Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
AppNexusThis is an ad network. (Privacy Policy)
OpenxThis is an ad network. (Privacy Policy)
Rubicon ProjectThis is an ad network. (Privacy Policy)
TripleLiftThis is an ad network. (Privacy Policy)
Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
Statistics
Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
ClickscoThis is a data management platform studying reader behavior (Privacy Policy)