Consumer Behavior


Develop a creative brief for Asphalt Green using the attached brief format.

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Asphalt Green is a non-profit health club dedicated to assisting individuals of all ages and backgrounds to achieve health through a lifetime of sports and fitness.


Go to their website – for additional information.  Pick one of their existing programs to feature in your creative brief.


Asphalt Green was selected for this project because there are a variety of target groups that could be appropriate for a campaign.  As always, the goal is to pick one, define it thoroughly, find a compelling consumer insight and build an effective strategy based on that information.  For your reference, I have attached an example based on their summer camp program.  There is also an example for McCormick Spices in the book.


You do not need to provide research for your brief.  Should you choose to do so, it belongs at the end of the brief so that you can maintain the integrity of the brief format.


Typically, Asphalt Green runs a limited schedule of outdoor advertising (phone kiosks) and local print (Time Out New York) in support of its marketing efforts, but you should use whatever media makes sense based on your target, while being mindful of their restricted budget.


Remember to keep your brief focused.














Creative Development Brief


Campaign name




(What is the purpose of the project?  What are the defined parameters?)


Communications objectives

(What do we expect to accomplish?  How do we intend to measure results?)


Creative Elements

(What types of materials are being produced?  TV?  Radio?  Etc.)



(Where is service currently available?  Where will it expand within the next 12 months?)



(When is the campaign scheduled to run?)



(Who are we trying to reach? Age, income, marital status, etc.)


Consumer insight

(What do we know about what our target thinks or feels that could help us to be more effective in our efforts?)


Key message

(What is the single thought we intend to communicate?)



(What are three reasons to believe the key message?)



(Introductory? Acquisition or retention?)



(What are the executional elements that must be included?)


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