What is an Advertising Briefing?

The advertising briefing It is a written document that allows the client to provide the necessary information about the company. Within this information, the objectives, the competencies of the company, the audience you want to reach (market segment), what message you want to send and other information that encourages the company to carry out its projects.

This type of document is the starting point to carry out a advertising campaign. It is a short document, which includes the information that advertisers need for their advertising campaign to be successful.

Characteristics of an Advertising Briefing

Within the characteristics of the advertising briefing can be mentioned:

• This document should be short, since only the most important points of the project will be considered, therefore, extensive or detailed information is not needed.
• Clients should not participate in the advertising briefing.
• Its purpose is not to praise the product.
• It must be done in writing, since that way the document can be used whenever necessary.
• Information must be accurate, clear and objective so that it can be easily understood and is not misleading.
• If this document is not important for the consumer, it will not be important for the advertising briefing either.

Qualities that a good Advertising Briefing should have

The advertising briefing includes certain qualities such as those mentioned below:

• He is committed, but not uncompromising: You must be committed to the papar brand that can be easily understood and face any difficulties that stop its development and miss opportunities.
• It's clear but deep: An efficient advertising briefing has to deepen any situation, without losing its clarity.
• It is simple, but not elementary: It can happen that some briefings turn out to be complex, therefore, these must be simple and clear.

How is the Advertising Briefing classified?

Two exists types of advertising briefs that are used depending on the type of client and the magnitude of the campaign, since the larger the company or the product, the briefing it has to be deep and demanding for there to be a successful outcome. These two types are:

Formal briefing

This document is provided to graphic designers as it is directly involved with the design, aesthetic goals, image, and creators of the campaign. It is necessary to provide the designer together with this document, the manual that identifies the company or the technical sheet of the product.

Informal briefing

This type of briefing is the one that designers perform the most, this is due to its execution, this consists of a conversation between the designer and the client in a simple and fluid way, however, if it is a prestigious campaign with a highly reputable company it is not recommendable.

Elements that a good Advertising Briefing must carry

The advertising briefing is a efficient tool that facilitates communication to perform various syntheses. It is a document that serves as a starting point to carry out design work, therefore, they must be well planned, since they require effort and dedication. For its preparation, the following components must be taken into account:

• Company information: Everything related to its principles and values.
• Target: It is the target group of the campaign, to whom the campaign is directed.
• Product or service: Refers to sales and disadvantages, mode of distribution, characteristics and their value.
• Presentation: Refers to the packaging of the product, characteristics and types of presentation.
• Previous campaigns: Highlights the failures made in previous campaigns, this avoids the mistakes of the past and focuses on improving strategies.
• Price: It is important not only to take into account the value that has to be paid, the value of the product and its various presentations is also important.
• Distribution channels: It is the channel through which it must travel so that the product or service reaches the consumer.
• Weather: It is based on the time that the client wants his campaign to last, for this strategic planning and activity calendars are made.
• Competence: It focuses on the strengths, weaknesses, distribution channels and all the information that the advertising campaign requires.
• Advertising media that are interested in promoting: They are the media such as television, web, print, radio and social networks among others.
• Market trends: It is the way in which successful campaigns achieve an impact on the customer.

The advertising briefing It is a fundamental document that serves to improve the understanding between the client and the supplier. Its good use facilitates the work of the supplier and allows the client to obtain what he wants or needs and in this way the work will be much better.