Security Briefings
Introduction
The anglicisms briefing[1] or brief, as well as information session, information or report,[2] refer to a document or informative meeting that provides information to an entity that creates or celebrates it. In the advertising world, an advertising agency can generate a communication, advertisement or advertising campaign. It is commonly used in the advertising, design, underwater (diving) and aeronautical sectors, above all, as well as in the military. There is also talk of an instruction that is carried out before the beginning of a military mission, a flight or performing a diving dive.
The briefing in the advertising world
The briefing is the strategic part of preparing an advertising action. It is the orderly, strategic and creative choice of data that will allow defining the objectives. It is a written document where the marketing department must put all the necessary information to make the commercial differences clear and define what it wants to achieve with advertising. It is created by the client company with its market information and the basic lines of the marketing plan of the brand it wishes to advertise. It is a summary document, very synthetic, that facilitates the work of the agency.
The document contains a presentation of the environment and the sales strategy of the product or service. It has a lot to do with the marketing strategies that are going to be used, the images of the product and, above all, its characteristics. There must be a close and trusting relationship between the company and the advertising agency. The use of briefing is exclusively internal to the agency, since it contains confidential data of its clients, advertisers, etc.
A Brief is the resume of the Client and their products or services; It is carried out by the account executive or contact; This includes a brief review or history of the company, product or service.
We also find statistics, target, objectives, marketing strategies or target audience, highlighting the most important features.
An analysis is done where the advantages, opportunities and disadvantages of the product or service are listed. Finally, a competition analysis is carried out and the type of advertising and media used by it is described.