advertising brief

Advertising Brief

brief 300x188 - 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. Continue reading →

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