Reference no: EM13889382
You are continuing to work with the same business used in the Units 1 and 2 Individual Projects. In the U2 IP, you began developing ideas for a new campaign. This week you will begin writing a creative brief.
Part 1: Background Analysis
Based on your U1 situation analysis, analyze critical issues facing the company that could be addressed in an IMC campaign.
• List and analyze the top 3 critical issues.
• Determine what issue must be addressed in this new campaign.
It is necessary to back up your decisions with theory from the text or expert advice and real-world information from professional or scholarly sources in the AIU library. This section of the paper should be 2 pages in length and uses research from the text and articles in the library's full-text databases.
Part 2: Creative Brief
• Communication objectives: Specify the communication objective(s) for this campaign
• Target market: Identify the segment(s) you will target with this campaign
• Major selling idea: What's the single most important thing to communicate to achieve the objective?
• Key benefits: Explain why the target market should believe the major selling idea?
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