Advertising Brief

A statement on the objectives of an ADVERTISING CAMPAIGN that is agreed between an ADVERTISING AGENCY and its client (sometimes known as an “agency brief”) a brief. It contains a brief history of the PRODUCT to be advertised and is the starting point for any agency′s work.

A good brief helps to minimise misunderstanding in the delicate relationship between an agency and its client. In theory, the client determines the advertising objectives. plans the overall advertising strategy and sets the advertising budget. The agency then prepares and evaluates the advertisements and develops a MEDIA PLAN. In practice. however, the division of labor is determined agency and client.

 

Advertising Campaign

 

A coordinated series of advertisements appearing over a defined period of time and in different MEDIA. An advertising campaign aims to obtain the maximum influence on a TARGET MARKET for a given amount of money. It is used most effectively for launching a new PRODUCT  or relaunching an old one.

 

Advertising Standards

 

The potential for advertisers to put out material that is misleading, or even downright dishonest. is a continual problem for governments and regulatory authorities. The maintenance of high standards in ADVERTISING is usually left, first, to the advertising industry itself.

In most developed countries the industry sets out a code of behavior which is rich in words like “legal”. “decent”. “honest” and “truthful'”. Behind them is a general principle that advertisements should not mislead, misrepresent or offend.

In many countries, film and television COMMERCIALS are vetted by a regulatory authority before they are shown. Press advertising it, however, ultimately controlled by the ability of the public to complain about it. By definition, that almost always occurs after the event, in other words when the damage has been done.

Blatant cases of misleading advertising are rare nowadays. However, occasional examples still creep through. In the United States, the Federal Trade Commission judges whether advertising is unfair or deceptive. If it deems that it is, then the advertiser has to publish or broadcast “corrective advertising”, and pay for it itself. In the UK, this is the job of the ASA and the ITC.

Complaints most often focus on the decency aspect of advertisements. Benetton has been a notorious offender, actively courting controversy. Advertisements promoting its range of women and children′s wear have used a photograph of a man dying of AIDS, and of a nun affectionately kissing a monk.

 

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