Part $1$: Write two $1-$ to $2-$page creative briefs for Propecia $($by Merck$),$ your client.

Develop a creative strategy to target men and another for physicians. Both briefs should correspond to the company$$s strategy and goals $($as should all creative briefs$).$

This is a push$/$pull example, as the user of the medication is not the same as the decision$-$maker $($i$.$e$.,$ the physician$).$ This is the reason there needs to be two separate briefs. It may be helpful to review push$/$pull marketing strategies.

Begin by researching the company and the industry in which it competes. Gather information about the brand, competition, target audience, etc.

Make sure to use academic sources, including research from various databases available through the Franklin University LibraryLinks to an external site.. $($A simple Google search is not sufficient.$)$

Cite your sources in the brief and include the references in APA formatLinks to an external site. at the end of the brief.

See Action Item $3$ for tips on how to format the brief.

Part $2$: Develop creative concepts $($one per brief$)$ based on the strategy from the briefs. The two creative executions are a print ad for targeting a consumer audience $($men$)$ and direct marketing $($a brochure$)$ for physicians.

Note: Just like radio and television, concepts for printed materials $($print ads, brochures$)$are shown to the client as $$concepts$$meaning they are not fully produced. It would be costly and time$-$consuming to do otherwise.

The purpose is to give the client a sense of what the finished product would look like in terms of messaging, look and feel.

For print ads, the client is generally given a layout with a visual, headline, subhead and call$-$to$-$action. The body copy is generally left $$greeked$.$ Once the client approves a print concept, then the creative team can proceed with production, which typically involves hiring talent, location scouting, photography, etc.

Concepts for brochures are presented the same way. A layout is presented showing the look and feel of the final product. Once a concept is approved, then the creative team will proceed with production, including writing the content.

Follow the brief format below:

Objective: Identify and review the main objectives for the promotional campaign. Describe how the objectives will guide the campaign. Specifically discuss the objectives in relation to the organization$$s marketing strategy.

Target audience: Identify and discuss the target audience. Be specific about who the audience is and why that target audience has been selected. Tie it back to the organization$$s marketing strategy.

Key Message: Identify one key message to communicate in the advertising. This should be one thing only, not two or more. The key message should be clear and specific for your audience. Provide supporting information that can explain why this message is relevant to your audience.

Note: Don$$t confuse a slogan with the message strategy. A slogan is just another creative element.

Support: Justify your key message. Cite your sources.

Guidelines: Provide additional informational requirements that the client wants the creative team to incorporate in the advertising.

APA style: Include references in APA style as applicable.