[笔记] BACKGROUND背景资料 CLIENT:BRAND: SWO NO.:客户:品牌:工作编号: DATE: 日期: ACCOUNT GROUP Creative group: Controller客户部:创意部财务部Job title:任务题目 KEY CHARACTERISTICS OF THE BRAND产品主要特点 MARKET AND BRAND PERFORMANCE AND REASONS FOR PERFORMANCE 产品在市场上的表现和原因 COMPETITIVE ANALYSIS竞争对手分析 PREVIOUS ADVERTISING ACTIVITY先前的广告活动 GOVERNMENT AND OTHER RESTRICTIONS政府限制 CREATIVE BRIEF创意简述CLIENT: BRAND: SWO NO.: 客户:品牌:工作编号: DATE: 日期: ACCOUNT GROUP Creative group: Controller 客户部:创意部财务部 Job title:任务题目 CAMPAIGN REQUIREMENT:广告计划要求 THE TARGET AUDIENCE:目标受众 WHAT IS THEADVERTISING INTENDED TO ACHIEVE?广告预期达到什么目的,ACCEPTED CONSUMER BELIEF:消费者现有信念 1 / 2 THE SINGLE MINDED PROPOSITION:传达给消费者的单一承诺 SUBSTANTIATION FOR THE PROPOSITON:支持单一承诺的论点 MANDATORY INCLUSIONS:必须包括的内容 DESIRED BRAND IMAGE:设定的产品形象: TIMING OF CREATIVE WORK:创意时间表 GROUP ACCOUN To creative director提交创意总监: DIRECTOR SIGNATURE: 客户部总监签字To account group:提交客户部: To client:提交客户 2 / 2 本文来源：https://www.wddqw.com/doc/75b5b07d4a2fb4daa58da0116c175f0e7dd1191c.html