Part A: Written Responses

Question 1:

a. Name eight key features of a creative brief.

b. Briefly explain each one.

Question 2:

Answer the following two questions about organisational goals:

a. Name three persuasive content requirements.

b. Briefly explain each.

Question 3:

a. What are the formatting requirements for content? Mention at least three (3)

requirements.

b. Briefly explain each.

Part B: Case Study- Take a look at the creative brief for Gray's cookie and answer the following questions.

Creative Brief

Gray's Cookies

Why are we advertising?

Tempt consumers to try Gray's Cookies because they are the,"best tasting yet guilt free pleasure."

Our cherished consumer

Our target "Proactive Preventers," suburban working mothers, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, food can be a stress-reliever and escape even for people who watch what they eat.

Consumer's enemy

Temptation and guilt when they cheat.

Consumer Insights

Once consumers cheat on their diet, it puts their willpower at risk. "Once I give in to a cookie, I can't stop myself. They taste too good. It puts my diet at risk of collapsing. I feel so guilty."

What does our consumer think now?

While Gray's Cookies have achieved a small growing base of brand fans, most consumers remain unfamiliar with the brand and have yet to try Gray's. Those few who love Gray's, describe it as "equally good on health and taste."

What do we want consumers to do?

Try Gray's, we know once they do, the great taste will win them over.

Tone we take with our consumers

A safe choice, honest and down-to-earth.

Our brand message

Main message With Gray's Cookies, you can do what you want and stop feeling guilty over eating a cookie.

Support points

Gray's Cookies matched the market leaders on taste, but only has 100 calories and 2g of carbs. In a 12-week study, consumers using Gray's once a night as a dessert were able to lose 2.3kg.

About our brand

Brand Idea

Gray's are the best tasting yet guilt-free pleasure so you can stay in control of your health and mind.

Brand Assets

Story of our New England family recipe, our signature stack of beautiful cookies, and tagline "More Cookie. Less Guilt."

Our ask

Media Choices to explore

Main creative will be 30 sec TV ad, supported by event signage, in-store display, mall video display and carry the idea into digital, social media and build a microsite or a landing page.

Question 1:

The above brief doesn't have an objective, budget or a timeframe. You are required to run an email marketing campaign. Add these three components into the brief and explain what the objective of the brief should be and what budgets and timeframes are required to

successfully complete this campaign.

Question 2:

a. Based on the brand, product and the above creative brief, what sort of writing technique would you select? Would it be very formal or friendly and informal?

b. Explain the basis for your selection.

Question 3:

You are required to write a persuasive copy, an internet blog for Gray's cookies. Explain what design and copy options you would select for the blog.

Question 4:

How would you communicate with your team?

Question 5:

Develop content for an internet blog for Gray's cookies. You can select a topic of your choice and present it to your manager.

Question 6:

Write an email to all the stakeholders in this project including your manager Sam, informing them that the blog is complete, and you are willing to seek feedback from them. You can use the following email template.

From:

To:

Date:

Subject:

Question 7:

Most of the feedback that you received from your stakeholders was positive however, your manager has pointed out a few things that you need to implement in your persuasive copy. Please read the following:

From: s...@gc.com.au

To: me

Date: 18th April 2021

Subject: Feedback on the persuasive copy

Hi,

Good work on the blog mate, I am very happy with the content that you have come up with. What I want you to do is a few things, can you please consider these and send me the blog for approval. You are not required to send it to everyone, just send it to me for approval.

A few things that I want you to do are:

1. Add the logo* at the top of the article.

2. The font size of the text should be 11 and use the font type Arial. Headings should be of the size 20 and subheadings of 13.

3. Most blogs are numbered for instance, 6 benefits of doing yoga or 7 places to visit in Melbourne etc. Can you also change the blog in the same style?

4. Finally, can you ensure that important points are highlighted or use italics to emphasise that they are important.

Based on the feedback provided, edit the persuasive copy.

Question 8:

As mentioned in the earlier email, once you are done editing, write an email to Sam informing him that you have completed working on the blog and seek his approval to release it on the website. Use the following email template.

From:

To:

Date:

Subject: