IMC Brief The brief should be a concise word document that answers each of these
ID: 460259 • Letter: I
Question
IMC Brief
The brief should be a concise word document that answers each of these questions. Make sure to answer each question as the information is critical to help guide the creative team that will formulate the IMC campaign.
Why are we developing a new IMC campaign?
What is the problem?
What is our objective (quantified)?
Who is the target customer?
Who are we trying to reach? What are the characteristics of the target market?
What is the message?
How does our target currently perceive us?
How would we like the target to perceive us?
What is the most persuasive idea we want to convey?
What creative guidelines do we have to consider (e.g., logo, font, corporate colors)?
How would you express this in a paper format ? What creative guidelines do we have to consider (e.g., logo, font, corporate colors)?
Explanation / Answer
Q. 1 Why are we developing a new IMC campaign?
Ans:-1
Problem:- We are an FMCG (Fast Moving Consumer Goods) company. Our nearest rival (another FMCG company) has come out with a new brand of bathing soap which has become a hit in the market. Our market share has gone down by 10% as a result of this. To counter our rival, we have also come out with a new brand of bathing soap in the market. And we want to develop a new IMC campaign for this brand.
Our Objective:- Our objective is to promote the new brand thoroughly in the market so that it becomes very popular and we can regain our lost market share of 10% and may be even try to bring it up a little higher.
Q. 2 Who is the target customer?
Ans:-2 We are trying to target beauty-conscious women who want to look beautiful and take good care of their skin.
Q. 3 What is the message?
Ans:-3 We are having a good content of moisturizer in our new brand of soap. So our message is that this new soap will not harm the skin and keep it looking soft and glowing because of its moisturizer content, unlike other soaps in the market.
Q. 4 How does our target currently perceive us?
Ans:-4 The target customers are very much familiar with our other soap brands in the market. Also they have somewhat favorable feeling toward our existing brands.
Q. 5 How would we like the target to perceive us?
Ans:-5 We would like the target to perceive us as being sensitive to women’s beauty and also that we give a lot of importance to skincare, especially for women.
Creative guidelines to be considered: