22-06-2015, 01:10 PM
can you tell me about this??
1. Requirement:
What do you believe you require? For example, a corporate brochure, website,
sales literature, sales aid, letter, form, PR, exhibition, TV, radio or print
advertisement. (Sometimes, based on the information you provide, it may be that
a different or additional approach is recommended.)
2. Purpose:
Why is this wanted? What do you want to achieve in the short-term, in the long term?
For example, to generate immediate enquiries or to explain something.
How will you evaluate its effectiveness?
3. Target Audience:
Who do you most want to reach? Qualify and quantify. Describe relevant
aspects, both in professional terms — nature of business, position held, etc, and
in personal terms - age, etc. Use socio-economic classifications if
appropriate (ABC1 etc).
4. Positioning:
The present and, if relevant, the required positioning in the marketplace, both
actual and perceived. SWOT analysis (Strengths, Weaknesses, Opportunities,
Threats).
5. Benefits:
What is the single most important benefit that will appeal to your target
audience? Why is this important to your customer? What are the secondary
benefits?
6. Proposition:
What is the key statement that summarises the main benefit of your product or
service?
7. Rationale:
Why should the audience believe what you claim?
8. Response:
What sort of response are you seeking? To increase general awareness? To
change attitudes? To buy? Is there an immediate action required: to email,
telephone or to respond in some other way?
9. Executional guidelines:
The use will inform the design/copy approach. For example, will information
change frequently? Is there a need to provide different information for different
audiences? Give details of any other elements to be included — for example, 24-
page booklet rather than loose-leaf binder, colour essential. State quantities
required. Include any expectations/assumptions you may have.
10. Tone of voice:
What sort of language should be used: casual, formal, authoritative, friendly,
humorous, serious, etc? It may be helpful to provide examples of existing
material, as well as style guidelines, if they exist.
11. Distribution:
How will this be received? By hand, in person, by email, posted, left behind after
meeting?
12. Other activity:
Are there, or will there be, related activities, such as advertising, exhibitions,
posters or brochures? Will any subsequent activity be taking place, such as
follow up mailings, telephone calls or personal visits?
13. Background:
Assume the agency/designer/writer has no knowledge of your activities. It is all
too easy for work to fail because of incorrect assumptions. Supply the essential
information they need.
14. Context
How does this relate to your wider business strategy? What is the competition? Are you aware of any similar activity? Is there anything else you have done, or
are planning to do, that is relevant? Where appropriate, supply examples. How
do your target audience feel about your product or service in relation to
alternatives available to them?
15. Content
Supply the information you wish to be communicated. In some cases you may
have draft text, in others you may only have the germ of an idea — so describe
what you want to say. Indicate key phrases/terms relevant to the business. For
websites, provide any information already held on keywords for seo. Try to
prioritise.
16. Attachments:
List and supply all relevant information.
17. Next action:
Detail who is to do what and by when. For example, client to agree brief by a
certain date.
18. Estimate/budget:
Before beginning work a budget should be provided and/or an estimate agreed.
Any estimate given is based on present assumptions of the nature of the item at
this stage. These costs may be subject to revision once concepts have been
developed, or if the brief changes substantially. Agree Terms and Conditions of
working.
19. Timing:
Agree now on the first action required, and by when. Agree a schedule to show
stages and dates for each stage: agree brief, initial concepts, detailed design,
draft text, artwork, final revisions, to printer, delivery.
