EBSC7360 Principles of Advertising - Creative Brief Elements Resit

This essay analyzes the significance of target audience and customer insight as key elements within a creative brief for advertising. It argues that defining the target audience is crucial for effective marketing strategy and cost-efficient resource allocation, enabling companies to tailor their messages and branding efforts. Similarly, understanding customer insight allows businesses to optimize the customer journey, anticipate behavior, and enhance engagement, conversion, and ROI. The essay references academic sources to support its claims, emphasizing how these elements contribute to improved branding processes and customer satisfaction. Desklib offers a platform for students to explore similar solved assignments and study resources.

EBSC7360 Principles of Advertising Resit
task

TABLE OF CONTENTS
Presenting two best elements from the creative brief..................................................................2
REFERENCES................................................................................................................................4

Presenting two best elements from the creative brief
Target audience:
It is important for determining the target audience while drafting an advertisement. The
rationale for choosing this element over other is such that it is the only winning strategy and by
defining the target audience appropriately will help the customer to deliver the product and
service directly to the chosen customers (Oladumiye, 2018). Also, it can be stated that with the
help of determining target audience, company easily develop an effective marketing strategy.
Along with this, company can craft a message strategy that appeals directly to the type of
consumers who are likely to convert into customers.
Moreover, this element of creative brief is quite cost effective in order to refine the
audience because instead of sending mail directly to the local household, it is better to invest
within targeting customer because it assist to determine the interest towards a product so that
effective outcome can be generated. Hence, it can be stated that by determining the target
audience for the company’s advertising, it is beneficial to specify who are the target market and
to whom company should have targeted to get better results (Sunderaraj, 2018). In addition to
this, having a target audience allow a company to narrow down the branding efforts like,
youngsters are the target audience, company opt social media whereas older target audience
mainly prefer traditional approach. This reflect that by determining the target audience would
help to implement effective approach of advertising.
Customer insight:
Another important element for a creative brief is customer insight and the rationale for
choosing this element over other is such that before implementing any strategy, it is essential to
optimize customer’s journey and understand why customer is doing along with their preference.
Therefore, it can be stated that it helps a company to better understand the customer’s behavior
and motivation of a target audience and build campaign by focusing upon the customer’s desire
(Mbura and Kagoya, 2021). This in turn shows that with the help of effective customer insight,
marketers can interpret the trend in human behavior in which they understand about the
underlying preference, motivation to increase customer effectiveness so that effective outcome
can be generated.

Also, with the help of effective customer insight, company determine 360 degree view of
audience and then offer the product accordingly so that best outcome can be generated. That is
why, it has been analysed that by determining the customer insight, company is able to change
the marketing strategy and then generate better results so that brand can drive greater customer
engagement, conversion and ROI. Overall, it can be stated that with the help of such element,
company is able to understand how to improve branding process in order to create a better
outcome and determine the behavior so that company meet the demand of customers (Mogaji,
Olaleye and Ukpabi, 2020). Therefore, by analyzing the customer insight help to generate a
better outcome and implement the marketing strategy accordingly that keep attracting new
customers towards the brand to raise the performance.

REFERENCES
Books and Journals
Mbura, O. K. and Kagoya, S. M., 2021. Effect of Advertisement on Consumers’ Buying
Behaviour of Real Estates in Tanzania: Insight from the National Housing
Corporation. Tanzania Economic Review. 11(1).
Mogaji, E., Olaleye, S. and Ukpabi, D., 2020. Using AI to personalise emotionally appealing
advertisement. In Digital and social media marketing (pp. 137-150). Springer, Cham.
Oladumiye, E. B., 2018. Cultural symbols and African symbolism: The efficacy in product
advertisement. Journal of Fine Arts. 1(2). pp.16-23.
Sunderaraj, R., 2018. Impact of Advertisement on Buying Behaviour of Consumers in
Sivakasi. ICTACT Journal on Management Studies. 4(3). pp.800-807.