This ad for Centrum Silver would be excellent for going through the components of a creative brief. You may want to divide students into groups for this exercise. I would suggest having students identify the creative brief elements in the following order.

  • The target audience
  • The message theme
  • The objective
  • The support
  • The constraints (you may want to stop the ad so the disclaimer can be read)

Discussion Questions after completing the exercise:

  1. Do you think the support provided in this ad is persuasive enough to encourage matures and seniors to purchase the product?
  2. Notice the constraint that appears at the bottom of the TV ad. What do you think about this statement?
  3. Do you  believe the claim made in this ad? Why or why not?

About Dr. Ken Clow

Co-author of textbook.

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