Reflect on the brainstorming experience
This assignment is a three-part undertaking designed to get the wheels turning for your final creative brief.
PART I: CLIENT OVERVIEW
In the first part of the assignment, you should provide a thorough overview of the client for your final creative brief. In your client overview, include everything you know about your client and why you selected them. Some specific points to consider would be:
Who is the client?
What is the client’s business/product/service?
What word would you use to describe the business/product/service?
Who is the competition?
Is there a target audience? If not, who would you target and why?
What is unique about your business/product/service?
What are the growth opportunities (untapped markets)?
Why are you interested in this client?
PART II: CONCEPT BRAINSTORM
For the second part of the assignment, refer back to the concepts you learned in Chapters 2 and 6 to develop an objective for your proposed client (EX: “Introduce consumers to new low price,” “Inform a specific target market of your existence,” “Create positive feelings about the brand among 25-40 demographic.”). Your objective should be clear and simple and should clearly address an advertising challenge that your client is grappling with.
Then, complete the “Failing Fast is Fun” exercise on p. 164 in your textbook: Write down as many creative ideas as possible in a brainstorming frenzy and then pick a few good ones. Repeat the process until you have at least five (up to ten) good ideas to flush out. Your ideas can be taglines/slogans, advertising copy, marketing approaches, commercial skits, jingle lyrics, design images, etc.
PART III: REFLECTION
Lastly, in 1-2 paragraphs reflect on the brainstorming experience: Did you find brainstorming challenging? What information did you use to come up with your top ideas? Is there any additional research or information you need in order to develop more concrete ideas? Include any additional thoughts about the experience.
In a Word document, compile your client overview, your 5-10 brainstorming ideas with 2-3 sentences of brief description for each one, and your reflection. Your paper should be formatted in APA format with any references included at the end.
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