Tag: Advertising

What you need to know about develop advertising briefs

The ability to develop clear, concise and informative briefs is an important skill for persons aspiring to careers in the marketing and advertising industry. As briefs for advertising material or activities are normally based on specifications provided by a person other than the person that must develop the brief,

advertising

it is often necessary to gather additional information that was not included in the specification but crucial to a good brief.

Advertising and production contexts

Two words that you will come across when speaking about briefs in the creative industry are advertising ‘content’ and ‘context’. So what do we mean when talking about content and how does it differ from context?

  • Content refers to meaning, theme or idea, whereas
  • Context refers to the frame of reference, ambience, circumstances, conditions, connection, background or situation.

Advertising and production contexts must complement each other as without consideration of how each impact on the other, a message may go unnoticed or may not be understood correctly. When developing advertising briefs you need to factor in advertising and production contexts to ensure that the message you are sending will result in the desired response. Simply stated, when developing advertising briefs you must consider both the intent of the brief as well as the vehicle used to deliver it.

Advertising and production must consider how to make consumers feel that the product or service being promoted is uniquely designed for their current needs.

Context must consider attributes such as situations, geographical location, age, income, interests, etc. to ensure that both advertising and production contexts are focused on getting the message through to the correct audience.

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Collect the given specifications

A specification provides criteria to achieve a desired outcome. In most cases, it is a document that outlines the purpose and process of a creative endeavour.

The information given in a specification is linked to a specific commodity or service and the amount of information given in a specification could range from simplistic to complex depending on the nature of the commodity or service.

Before accepting the responsibility of delivering a brief based on a specification be sure that you have been given sufficient information and that all your questions are answered.

There are 10 areas of information that you should be able to determine and your specification is your starting point:

  1. Background Summary
  2. Overview
  3. Drivers
  4. Audience
  5. Competitors
  6. Tone
  7. Message
  8. Visuals
  9. Details
  10. People

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What the advertising brief can do

Briefs can be developed for specific media such as television, audio-visual, graphics or, alternatively, magazines. In addition, briefs can also specify the creation of specific moods, tones as well as sound. Briefs may also include requirements for specific locations, venues and/or equipment.

To illustrate this concept if the campaign is to advertise a film, there can be several briefs providing specifications for the following:

  • Television interviews with the producer, director and main characters
  • Posters for the theatres prior to and during the screening period
  • Briefs to suitable radio, magazines and television programmes to discuss the film

S YOUR DIGITAL VOICE BEING HEARD?

The only constant in digital marketing is that technology is constantly changing and evolving. Ten years ago, if a business had a website, it was good to go. Today, in 2019, businesses HAVE to have a website, social pages, blog and strong SEO. . . and unfortunately, they could still fall behind the competition.

DIGITAL

One of the biggest topics in today’s digital world is voice search. Do you have a virtual assistant in your home or office that you utilize to find information? Do you ever ask your smartphone’s ‘assistant’ for businesses, products or services “near me”? Per Comscore, that is voice search and by 2020 more than 50% of all queries will be entered this way. Voice search allows consumers to search by a much longer entry than typing the inquiry into the search engine. Voice search allows more granular targeting with specifics such as location, reviews, pricing, specials and promotions.

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As of now, there is no way to utilize paid advertising to combat the issue of not displaying when consumers search for relevant keywords associated with your products and or services. How can a business optimize its results with consumers using voice search? It is imperative to claim your Google My Business Listing (GMB). GMB Listings should include plenty of content including images, videos, description of products and services, Google posts, etc. Businesses should also encourage consumers to review them on Google and other top search engines and review sites, as well as social platforms.

GMB Listings should be completed with precision and exact character as other online NAP (Name, Address, Phone Number) listings. Optimizing a GMB listing is a science and should be given a great deal of time and attention. Many businesses claim their listing but few do it correctly or to a point that will enhance their listing.

There are other factors involved with populating when a voice search is conducted. Proximity to the user is a huge factor. However, there are ways to overcome only displaying in close proximity to your location. Category and Keyword Match are a couple other factors that assist with displaying when a voice search is conducted.

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We realize all this information can be overwhelming – that’s what Media Venue is here for! Give us a call today to learn more on how these new and evolving technologies can help you improve your business. We will review your website and online presence for efficiencies and areas of improvements, summarize the information and give you a strategic roadmap on how we will improve your businesses digital landscape. Contact me, David Clark, 502-855-4786 david@mediavenue.com and we can help you and your business rise to the top of search and SEO rankings.

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