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Advertising & Promotional: Creative Brief Integrated Market

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Need help because I am having some difficulty. Can you please help me with this creative brief template. Its about "Newton: Color Me Happy running shoes" I am also asking for help with this Integrated Brand Promotion that attached. The Integrated Brand Promotion is different from the creative brief. Thanks and I appreciate your help.

NEWTON "Color Me Happy" - This is a continuation from creative brief template.

This week, complete the Additional Details section of your creative brief template, focusing on any integrated activities you will incorporate into your overall plan. The Additional Details Section should be 3-4 paragraphs in length and describe in detail the integrated promotions of your plan.

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Integrated brand promotion involves using different communication tools, in order to present a product to a wide audience in a consistent manner. A company must consider its budget in initially determining the best, most cost effective manner to read it target audience. In addition, it must consider the communication channels that are most likely to reach the target audience. Different media choices have different run times and interact with the consumer differently.


Newspapers were the go-to choice of advertising media in the past. It had the benefit of being delivered on a regular basis to a vast majority of a community's household. As the world has evolved, this choice is less popular. The general public is less inclined to read a printed newspaper, down from 81 percent in 1970 to 32 percent today (Frank N. Magid Associates, Inc, 2012). It is difficult to target a particular audience with newspaper, so the cost must be compared on the basis that a high percentage of the cost will be spent on people who receive the paper and are not interested in that particular product. The demographics tend to be "an older white audience- 89 percent of subscribers on Sunday are white (Allen, 2012). Newspapers do have the benefit of being a valuable and trusted source of information to regular subscribers. Also, advertisements can be changed frequently, with a fresh message being delivered daily. Newspapers allow for in-depth explanation about the product and can be combined with other media. Readers of newspapers can carry their paper with them, cut out coupons or advertisements for future use.

Newspapers are on the Internet, available on computers, smartphones and tablets. This delivery method is more likely to incorporate a younger more diverse audience, with eight in 10 users reporting using their devices for various types of shopping (Frank N. Magid Associates, Inc, 2012). But, according to the 2012 Newspaper Multiplatform Usage Study, 66 percent of these readers did not respond to any newspaper digital advertisements, again, due to the broad coverage of this channel and lack of targeting.


Magazines can be better targeted to a particular audience. They also tend to have a more engaged audience. Magazines are typically reviewed at leisure, thus readers give more time to the message, potentially. Like newspapers, magazines are tangible and portable and advertisements may be placed in various sizes, black and white or multi-colored in magazines. However, magazine advertisements are expensive, typically, and once delivered, ...

Solution Summary

This detailed solution offers additional details for a creative brief on integrated activities. Includes APA formatted references.

See Also This Related BrainMass Solution

Integrated Marketing Communications Brief of Target Corporation

I'm looking for some one to help me with communicating the Value: Integrated Marketing Communications Brief. For a brand that has a brand problem.

Communicate the Value: Integrated Marketing Communications Brief
Select a brand that has a brand problem. For example, recent player legal troubles have been a problem for the NFL brand. Another example is the Bonefish Grill, the country's second largest seafood chain after Red Lobster. Although their check average is more than $3.00 less than Red Lobster, many consumers see that brand as "expensive".
And develop an IMC brief. This deliverable will be used to instruct an external company that will be hired to develop an integrated marketing communications (IMC) campaign for your company. The deliverable will be presented in four to five page paper and will follow APA formatting guidelines including a cover page and reference page (Those two pages are included in the page count. Therefore, only two to three pages of actual content is needed).
IMC Brief

The brief should be a concise word document that answers each of these questions. Make sure to answer each question as the information is critical to help guide the creative team that will formulate the IMC campaign.

Why are we developing a new IMC campaign?
• What is the problem?
• What is our objective (quantified)?

Who is the target customer?
• Who are we trying to reach? What are the characteristics of the target market?
What is the message?
How does our target currently perceive us?
How would we like the target to perceive us?
• What is the most persuasive idea we want to convey?
• What creative guidelines do we have to consider (e.g., logo, font, corporate colors)?
When will the message be delivered?
• What timeframe are we looking at for development and delivery?
Where will the message be delivered?
Which media will provide the most effective communications mix?
How much will it cost?

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