Brief

Advertising campaign

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Dear Users!

Filling in all the table fields is NOT strictly required. However, the more detailed your answers to the following questions, the more accurately and correctly the Contractor will be able to estimate the timeline and cost of the work, and it will also help to avoid situations of misunderstanding between You and the Contractor in the future.

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Brief generation result: .pdf - file ( Portable Document Format ).

Appendix to the contract:
Appendix to the contract:	Add this group of parameters to the brief
Appendix No.:
to contract No.:
dated - day: - month: - year:

Title:
Title 1:
Title 2:

Contact information:
Organization name:
Full name of contact person:
Specialty / position of contact person:
E-mail:
Phone:
City:
Address:
Bank details:
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General information:
Industry, field of activity of the organization:
Project name:
Desired project completion deadline:
Approximate budget size:
Do you plan to make an advance payment? If yes, what is the amount in %?
Specify a convenient payment option:
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Information about the advertised services / products:
Specific name and description of the advertised services / products:
A single product or a product line?
Main purpose of your services / products:
Situations of consumption of your services / products:
Place of consumption of services / products:
Basic need satisfied by your services / products:
Unique properties of your services / products:
Novelty / traditionality of your services / products:
Price level of your services / products: - Very high - Higher than competitors - At the level of competitors - Lower than competitors
Is this service / product of high demand or limited?
Does seasonality affect the order / consumption of the service / product?
Direction of company positioning:
Form of sale: - Large wholesale - Small wholesale - Retail
Geography of sales:
Sales channels used: 1) Wholesale sales warehouse. How many warehouses? 2) Own retail store ( salon ). How many stores ( salons )? 3) Department in a third-party store. How many departments? 4) Sales from the office by catalog 5) Distribution through city stores 6) Distribution through wholesalers / dealers in the city 6) Distribution through wholesalers / dealers or through branches in the regions. In which regions? 7) Other. What exactly?
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Information about the market and the target group:
How can you define your market position? ( specify for which product category ) 1) Undisputed leader ( by sales volume and / or by size ) 2) Leadership contender ( company No.2 in the market ) 3) Medium-sized company among numerous competitors 4) Specialization in a narrow market niche 5) Outsider (newcomer to the market)
Life Cycle Stage of the product category: ( specify which product category ) 1) Market launch, market formation stage 2) Active market growth 3) Growth slowdown, maturity 4) Decline, market narrowing
Can we increase market share, and if so, at whose expense?
Describe the market segments the product is intended for:
Which age and social group do your consumers belong to?
Do the consumers belong to any professional group?
How high is the level of education of the consumers?
Does the target audience have professional jargon or slang?
Describe your most active buyers: 1) Corporate consumers: - Business area - Form of ownership - Number of employees ( from - to ) - Location - Other important features 2) Private individuals: - Gender - Age ( from - to ) - Income level per family member - Marital status - Occupation - Place of residence - Behavioral features - Personality type - Other important features
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Information about competitors:
What are the competitive advantages of your services / products?
What are the competitive advantages of competitors over your services / products?
Main competitors, their position in the market ( or in this market segment ): - By price - By quality - By image
Competitive advantages that are obvious and well known to the consumer:
Competitive advantages in the eyes of the consumer that need to be emphasized:
Competitive advantages still unknown to the consumer:
Offer or promise to the buyer from the competing brand:
Most successful advertising campaigns of competitors:
Reasons for the success of advertising campaigns:
Additional information about competitors and their products:
General overview of competition in your market:
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Information about the advertising campaign:
Advertising strategy: - What is the goal of the advertising campaign? - What result do we expect from it?
General advertising strategy of your company:
Which types of marketing communications were used before and what is planned to be used in the future for positioning the company and ( or ) promoting its products / services? - TV - Radio - Press - Outdoor advertising - POS materials - PR - Web - Exhibitions - Other
Main advertising statement or offer: Describe the motivating idea in one phrase - in which direction, in your opinion, the creative team should develop the idea
Arguments and facts: Main arguments "for" the brand, in order of importance. Eloquent facts or life cases speaking in favor of the brand
Which advertising media do you use regularly? 1) Television. Which channels? 2) Press. Which publications? 3) Radio. Which channels? 4) Direct mail 5) Outdoor advertising on 6x3 billboards. How many billboards? 6) Internet. Is there a website? 7) Directories, address-phone books 8) Promotional products: booklets, souvenirs, gifts 9) Fairs, exhibitions, presentations 10) Advertising at points of sale ( posters, stickers, window display, mockups, etc. )
What is the effectiveness of previous advertising efforts?
Have you ordered a comprehensive advertising campaign before? Through which agency?
Do you conduct customer surveys? On what topic were / are the surveys conducted?
Do you evaluate the effectiveness of advertising? By what method?
Criteria for evaluating the work of the advertising agency:
General wishes for the layout:
Is there layout text? Is the text finally approved? ( fill in if available )
Technical requirements for advertising design and production: - Type - Format - Technological parameters - Mandatory elements, etc. - Qualitative and quantitative characteristics Visual means: - Text - Photographs - Drawings Color scheme: - Bright colors or restrained - Monochrome
Do you use a corporate identity? - Logo - Trademark
Number of colors used:
Are there corporate colors? C = . M = . Y = . K = . Pantone __ C = . M = . Y = . K = . Pantone __ C = . M = . Y = . K = . Pantone __ C = . M = . Y = . K = . Pantone __
Presence of additional text / slogan:
Is any permanent element ( s ) / character ( s ) used in the advertising message?
Describe your company in one word ( adjective ): Try to choose a word that cannot also be applied to your main competitors
Main idea we want to instill in the consumer: What the advertising should be about in general. You can suggest several variants of the main idea
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Additional information: ( list all additional information that you consider important to pay attention to when carrying out the project )

Date and signature:
Date:	Add brief creation date and project delivery date fields to the brief
Project delivery date:
Signature fields:	Add fields for the brief to be signed by the Client and the Contractor to the brief