文档介绍：CREATIVE BRIEF 创意简报 Client(客户): Brand(品牌): Date(日期): Brand Definition(品牌定义): Marketing Problem Definition (行销问题) Role And Aim Of Advertising (广告的角色和意图) Competition scope(竞争范畴) Target Segment and its current situation (目标对象及其现状) Impact of advertising you want ( 期望广告对消费者有何影响) Adverting information and brand proposition(广告信息或品牌主张) Critical Support (重要支持) Necessary information (必要事项) Advertising Tone(广告格调) Background Information Concerned (相关背景资料)