Developing a Print Advertisement for a Consumer Product Assignment

Assignment Task

Creative Brief Assignment

This is an individual assignment. You will select one print advertisement from a magazine available in Canada (digital ads are not acceptable). The magazine must be for a consumer and cannot be a Trade (B2B) publication. Begin by choosing several magazine ads for products or services that interest you. Consumer products aimed at a mass market are a good place to start. Review this write-up and determine which ad is the best fit for this assignment.

It is recommended that you select an ad for a product from a publicly traded company so you can easily find information on the company, competitors and the industry. Global companies are complex and challenging to research, as they own multiple competing brands and companies so it is best to avoid them. Ads for all makeup/skin care and luxury fashion companies, are not permitted for this reason (e.g. L’Oreal, Maybelline, Estee Lauder, Chanel, Dior, Tiffany etc).

Include a colour photo of both the advertisement and the cover of the magazine in your Report. Libraries and any magazine stands have a selection of magazines you can browse. Take the pictures with your phone camera. Any size of ad is permitted – it does not have to be a full page ad.

Good sources for ads are current magazines (no older than January 2022) about health, fitness, hobbies, sports, current events, lifestyles, renovations, home décor, vehicles, general interest and parenting.

The Creative Brief is a short, concise document produced by a client for their Agency. It contains only vital information that the Agency needs to create a campaign that will fulfill the client’s needs. In this case, we assume the client wants a print advertisement created.

For this assignment, you will write a Creative Brief that the Advertising Agency could have worked from to develop your selected advertisement. Remember when you write this document that your ad doesn’t exist yet so don’t refer to your ad directly - use it as a reference only. The Agency’s Creative Team decides what images to put in the ad, which models to hire, the colours to use, layout, creative design etc. You do not give these directions but you will convey your objectives, strategy, desires and target market for the product.

The brief has to be BRIEF, 2 to 3 pages (not including cover page and photos) + Endnotes (you must provide research and the source of all statistics must be provided in citations). This is a professional business report so do not use bullet points. Write in full sentences.

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