THE CREATIVE BRIEF
    
       A document that is given to the creative team 
       to help in their planning of the message 
       execution
    
       A creative brief includes the information such 
       as 
    i.    Product information
    ii.   Target audience
    iii.  Ad theme
    iv.   Key message
    v.    Advertising objectives
    vi. Developing brand personality
    vii. Media mix
   Creative brief is decided by advertising objectives
  
   Launching of a new product
  
   Increasing sale of existing product
  
   Covering new market segmentation
  
   Testing the market
  
   Influencing consumer attitude
  
   New use of the existing product
  
   Increasing frequency of use of the product
  
   Winning over new customers
  
   Improving packaging
  
   Changing brand image
         Elements of creative brief
  
    Problem
  
    Target audience
  
    Brand positioning
  
    Brand imperatives
  
    Communication objectives
  
    Consumer insight 
  
    Selling idea
  
    Supportive
  
    Creative direction
  
    Media imperatives
                DAGMAR
  
   Defining advertising goals for measured advertising 
   results
  
   Russell Cooley in the year 1961
  
   Under the DAGMAR approach an advertising goal 
   involves a communication task i.e. specific and 
   measurable.
  
   DAGMAR is the model of the purchase process 
   beginning it involves the following steps
   Awareness
  Comprehension 
  Conviction
  Action