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What Makes A Great Media Brief? How To Make Great Advertising Work Harder?
So, what does make a good media brief ?
A Good Brief Is. . . • • Focused on key issues A free exchange of information An opportunity to debate Critical for creative media solutions
Critical Elements • • First, some marketing background Role of advertising/other communications A detailed target audience profile What is the desired consumer response? Geography, seasonality or timing issues Creative considerations Budget Timing
Media Briefing Checklist 1. Marketing background u u u u Client’s business objectives/strategies Market/category information Sales/share goals Product changes or launches Promotion & packaging Distribution. . . etc Review of current advertising program (include successes, failures, problems)
Media Briefing Checklist 1. Marketing background u u Media teams must have a “feel” for the market & the clients’ product Important to share information Organize store visits Anything that builds a better understanding should be explored
Media Briefing Checklist 2. The Role of Advertising/Other Communications u u u u Stimulate/increase awareness or trial Maintain current positioning Launch a new brand Reposition a current brand Re-launch a declining brand Increase frequency of purchase/usage Generate immediate leads/sales. . . etc
u u u Reebok owned Olympics broadcasts as Official Sponsor in Taiwan Nike blocked from most Olympicsrelated media Role of advertising: Ambush! Find creative ways to associate Nike with the Olympics
Media Briefing Checklist 3. Target Audience u u u u Who is buying the brand now ? Who is using the brand now ? Who do we want to target ? Who are we trying to influence ? Demographics Psychographics Purchase influence & decision-making
Defining Demographics TV delivers across broad demographics -targeting narrow segments will often perform well against broader targets
Defining Demographics TV delivers across broad demographics --targeting narrow segments will often perform well against broader targets For example, buying against Women 18 -39 performs well against Women 25 -54 (however, the reverse is not true!)
Defining Demographics While the advertising target may be Women 18 -54 the media target should be Women 18 -39
Defining Demographics While the advertising target may be Women 18 -54 the media target should be Women 18 -39 Ensures delivery against the younger, harder-to-reach target segment
Media Briefing Checklist 3. Target Audience u u u But should go beyond demographics Provide real consumer insights Nothing drives great media ideas like a deep understanding of the target consumers and their relationship with the brand
R u u u Hong Kong launch of Lite Singles Target research revealed that mom was looking for a fun way to keep the family healthy & fit Needed a media idea that was “fun” and communicated the benefit
Media Briefing Checklist 4. Desired Consumer Response u u u What affect must the advertising have on the consumers’ attitudes and behaviour ? What is the brand’s positioning statement? What is the brand’s personality?
Media Briefing Checklist 4. Desired Consumer Response u u u What affect must the advertising have on the consumers’ attitudes and behaviour ? What is the brand’s positioning statement? What is the brand’s personality? These are as important to the media process as to creative development
Buena Vista Home Video u u Launch of Snow White on video Needed to speak to children & adults Key creative element -- The Seven Dwarves’ song “Hi Ho, It’s Off To Work We Go” An outdoor solution?
Hi ho, hi ho
Hi ho, hi ho, what’s now on video?
Hi ho, hi ho, yours to own on video!
Media Briefing Checklist 5. Geography, Seasonality & Timing Issues u u u u Where are the consumers? Where do they buy or use the product? Are there seasonal sales patterns? Is the product given as a gift? Should advertising support promotions? Does weather affect purchase or usage? New product launches?
Mi-Fancy Bird Seed u u u Need to reach bird owners -- with a limited budget Media planner recommended a single outdoor billboard adjacent to a bird sanctuary And an interactive element
Media Briefing Checklist 6. Creative Considerations u u u Creative units (are they mandatory? ) Number & purpose of executions Creative-related requirements – – Demonstration Explanation (long copy) Coupons Recipes
Stabilo Boss Markers u u u Creative focus: Demonstration of product benefit Media team negotiated editorial “demonstrations” with ad buy Excellent extension of creative message at no extra cost
Media Briefing Checklist 7. Budget u u u Media vs. production splits Time frame for expenditure Allocations by campaign/creative execution? Any existing media commitments? Opportunities for incremental $?
Media Briefing Checklist 7. Budget The bigger, the better!
Media Briefing Checklist 7. Budget u u Don’t under-estimate the importance of the media brief even if budgets are small Big ideas can dramatically improve clients’ business -- and maybe lead to bigger budgets
Timing, Timing !
Media Briefing Checklist 8. Media Planning Timetable u u Be realistic Only proper preparation can deliver the best media plans Ideal to have four-six weeks from client briefing to plan presentations Absolute minimum is three
Some Final Thoughts u u u Good briefs are critical not only to great creative work, but also to great media ideas You have a crucial role to play Bring media and creative together Important to have internal reviews before meetings Have some fun -- this is advertising!