9 9 51 13 CREATIVE INPUT DOCUMENT
12 15 24 17 SPECIFICS
51 17 64 19 Client Name:
9 18 20 20 Date/ Time:
23 18 37 19 10/30/98 1:46 PM
51 19 66 21 Matter Number:
9 20 21 22 Prepared By:
51 21 64 23 Project Title:
9 21 37 24 Milestone Presentation Date:
51 23 74 25 Est. Production Budget:
9 24 35 26 Estimated Creative Budget:
51 26 58 27 Media:
9 26 17 28 Concept:
29 26 38 28 Execution:
11 30 24 31 OBJECTIVE
9 32 33 35 Why are we advertising? What do we plan to achieve?
74 35 79 37 ☐ Loyalty
38 36 45 37 ☐ Retention
14 36 28 37 ☐ Relationship-Building
57 36 64 37 ☐ Acquisition
57 37 63 38 ☐ Up-Sell
74 37 86 38 ☐ Lead Generation
38 37 46 38 ☐ Cross-Sell
14 37 28 38 ☐ Competitive Blocking
74 38 78 40 ☐ Trial
38 39 46 40 ☐ Direct Sale
57 39 64 40 ☐ Awareness
14 39 32 40 ☐ New Product/Package Intro.
38 40 43 41 ☐ Other
14 40 31 41 ☐ Change Image Perception
13 43 22 45 TARGET
9 46 85 49 To whom are we talking? Who is the primary target? Is there a secondary target? What is their relationship to the brand what do they currently think about it?
27 54 36 56 PLATFORM
12 54 27 56 COMMUNICATION
9 56 88 60 What is the single most important message/idea we are trying to communicate? What is the unique selling position that will help us achieve our advertising goal? Are there any secondary messages?
9 63 46 67 What is the key benefit to the target? What's in it for the reader?
9 70 89 73 Is there an offer/call to action? What are we offering the target to persuade him/her to act now? (A premium, sweepstakes, limited-time offer, free information, or something else?
9 76 48 79 What would we like our target to think? What would our target say after being exposed to our program?
69 86 72 96 86079776
48 93 52 94 1 of 2
79 93 92 94 10/30/98 01:46 PM
8 93 32 94 c:\my documents\wp\sample cid. doc
