For this assignment you will develop a Creative Brief for your focus product or service known as a CAR DEALERSHIP. Your creative brief will outline your strategy for your Commercial assignment (due in Module 13). You will draw from your previously completed SWOT analysis (found in Module 6). The Creative Brief must address the following:

Problem -- What is the problem you want your advertisement to solve? (Remember advertising can solve only message-related problems such as image, attitude, perception, and knowledge or information). (3 Points)

Target Audience -- To whom do you want your advertisement to speak? (Refer back to your Target Audience assignment in Module 5. Describe the target audience in demographic terms and share insights into their attitudes and behavior). (3 Points)

Objective(s) -- What do you want the advertising to accomplish? (Specify the desired response to the message by the target audience). (3 Points)

Key idea or Selling premise -- What is the primary message the communication will deliver to the target audience? (The message should answer the following questions for the target audience -- "What's in it for me?" What benefit will I receive from this product that matters to me? So, what will motivate the target to respond?). (4 Points)

Support -- What is the reason to believe this proposition? Provide rational support for the selling premise. (4 Points)

Brand personality -- What brand personality do you want the advertising to portray for the product? (4 Points)

Creative direction -- What strategic approach would be most effective to achieve your objective? (Examples: Lectures and dramas, psychological appeals, straightforward message, demonstration, comparison, problem solution, humor, slice-of-life, etc.) (4 Points)