THE ADVERTISING BRIEF: PREPARATION

PREPARATION:

Product Characteristics: The most important part of formulating a Communication Strategy is analysing product characteristics. Take help of ORG Stock&Sales Analysis, Rx Audit to understand the curent and past prescription behaviour.

Brand Characteristics: This analysis will clearly provide an insight about how the brand is shaping up the product / market life cycle. Brand characteristics would include describing its personality, the need catered by this brand (the disease it treats, the therapy it augments / replaces and the economy of therapy).

Brand vis-a-vis Market Performance: Includes the sales analysis of the brand (internally, market reflection and the Rx audit). Studying the trend would help you gain greater insights.

Competitive Analysis: Product vs Competitors - includes analysing the sales trend of directly competing product and even complementing products. Brand vs Competitors - includes analysing the sales and Rx trend of directly competing brand from the same product category and even indirect competing brands from directly competing products.

The Brand History: A brand is a personality which is build through a series of communication assaults done by the brand manager. Understanding brand includes the running through the series of its earlier communication. This would include all previous advertising campaigns, colour associated, tag lines, fonts used, mnemonic, communication at relevant life cycle stage of the brand and the impact on the sales trend. All Ads used for print, video, hoardings, visual aids and even the copy matter of the Ads. The inclinic activities done throughout the brand life cycle.

Perceptual Mapping: Carry out a primary brand recall and perceptual study of different competitor brands from the target segments and construct a perceptual map for the therapy for various brands based on various factors. Perceptual Mapping is a very important tool which precisely provides information of positioning of different brands and various viable options for probable positioning. The true place of your brand in the mind of your customers can be known through these maps.

Budget: Includes analysing the % spend vs the sales budget. Current budget available for the campaign. This also should be studied with the total investment to be done on the customer directly. Even Seasonality and Regionality of the campaign need to be studied.