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Creative Briefs Essay Example

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Creative Briefs

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Creative Briefs. The writer in the creative brief has set out to convey to the advertising team ideas from the client (Burtenshaw et al 23), which in this case is that the product should be advertised as a quality and alternative home-brewed coffee. However, the beginning of the brief casts doubts as to the ability of home brewed coffee to become an alternative, especially as he claims that specialty coffee is the fastest growing sector in the restaurant industry. Even if he later claims that home-brewed coffees are on an upward trend, it already seems that Chock Full o’Nuts is a small time player in the industry. He, however, qualifies Chock Full o’Nuts’ opportunity by referring to the sustainability movement and the current economic climate (chockfullonuts.

com 1), which may make the product a viable alternative to the expensive specialty coffee products. In describing the situation, the writer could also have offered more evidence as to the trends in the coffee industry. As it is, without additional evidence, the writer may be unable to make out Chock Full o’Nuts’ position within the coffee market. All that is offered in describing the situation is that there is some opportunity, especially in the North Eastern part of the United States. The term “quality at good prices” (chockfullonuts.com 1) as used in the Chock Full o’Nuts brief gives readers a good sense of what the advertisement should convey. That Chock Full o’Nuts is neither depicted; as elitist or generic home-brewed coffee is the central concept of the advertisement brief, which is important to the audience that the advert will address. The writer, in fact, uses examples of people who would be interested in buying the product to show the market that should be targeted. In this case, his intention is to address the advert to middle class working Americans. Focusing this ad campaign on Middle-Class America, especially those from the North East, means that New York will be an additional factor and, in this case, he uses New York to arouse a feeling of old-time quality and nostalgia. Building a connection between quality and price is important for this creative brief. Creative Briefs.

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