Creative Development Process for Agency
03-1014041-325

Our creative process involves analysis and answers within the following
steps:

1. Description of the Assignment:

2. Background:

3. Budget: Internal Time/External Expenditure

4. Product or Service...What are we really selling?

5. Marketing Objective: Relates to needs of specific target markets
and to specific sales objectives... and should be specific and
measurable. What do we want to happen as a result of this effort?

6. Communication Objective...Why are we advertising?

7. Advertising Trade Area:

8. Key Characteristics of the Brand/Brand Architecture: Brand
Position/Brand Promise/Brand Attributes

9. Support or Proof for Brand Position: This is a factual statement
which supports and verifies the customer benefit.

10. Target...Who are we talking to? Demographics/Psychographics

11. What do they currently think?

12. What would we like them to think and do?

13. What is the single most persuasive idea we can convey?

14. Why should they believe it?

15. Competitive Situation/Analysis:

16. Tone:

17. In a word or two, what is the Brand Essence?

18. Creative Guidelines/Mandatories/Legal Restrictions:

19. Creative Materials Available:

20. Marketing Dates and/or Advertising Dates:

21. Relevant Research: