Bob works at a major advertising agency, and his job entails understanding the m
ID: 3121562 • Letter: B
Question
Bob works at a major advertising agency, and his job entails understanding the meaning of the client’s brand and the target audience’s relationship to the brand. He must also articulate communication strategies, prepare a creative brief based on an understanding of the consumer and the brand, and finally, evaluate the effectiveness of the communication in terms of how the target reacts to it.
1. What is Bob’s function called?
2. What will Bob include in the creative brief that he prepares for the creative department?
3.Bob is a good account planner. Briefly describe Bob’s traits and qualities.
4. For one of the agency’s clients, Bob is involved in assisting the team in crafting a position by identifying features of the company’s brand as well as the competition to determine where the brand has an advantage over its competitors. Name and describe a technique Bob can use to help structure this analysis.
Explanation / Answer
1.Bob is an account planner
2.The creative brief or communication brief includes the problem, target audience, consumerinsights, brand imperatives, communication objectives, proposition or selling idea, support, creativedirection, and media imperatives
4. Bob can use feature analysis. First, he'll need to make a chart of a client's product andcompetitors' products, listing each product's relevant features. Then he'll evaluate how well the productand the competitors' products perform on that feature. Next, he'll evaluate how important each featureis to the target audience.