Estudie el material “Creative Brief

”. De manera individual y teniendo en cuenta su producto o servicio, complete el Formato Brief.

Lea comprensivamente el material “How to create an advertising campaign

” (Pautas para crear una campaña publicitaria

). Una vez diligenciado el formato, seleccione un ítem y prepare una campaña publicitaria en inglés
en tiempo pasado, a través de alguno de los medios sugeridos en el material: o

Una campaña radial o

Un comercial de televisión o

Una campaña promocional

l Envíe el formato al instructor y solicite las instrucciones para presentar la campaña. A

continuación, encontrarán el espacio donde deben redactar las respuestas:

 Diligencie cada una de las casillas de acuerdo con los criterios y el tiempo verbal que se solicitan

1. Company information present tense

ICE CREAM LIGHT MOMA 100% homme made
2. Name of the company Ice cream has envolved
3. Trade’s name Company’s activity from a simple mixture of ice
and fruit juice said to have
been enjoyed in Ibague
music city from Colombia
). It is now our product that
combines dairy ingredients
with other foodstuffs and
food ingredients. The
process of doing so involves the application of
sophisticated processing techniques to produce a
complex mixture of the following components:
Milk Stevia Fruit and natural essences Starch from
corn

2. Company history of the company in PAST TENSE

detail Advertising has been traditionally
done? What kind of advertising and what
issues were addressed? What were the
objectives of previous campaigns? What
are the characteristics of your product or
service? What is the current position of
your product in the market?
ce cream LIGHT MOMA is frozen food eaten as a
snack or dessert. We usually made in house with
stevia and low fat , such as milk and light cream,
and often combined with fruits or other
ingredients and flavors. It is sweetened with
stevia or sugar substitutes. The ice cream light
moma is not used, flavourings and colourings
added in addition to stabilizers. The mixture is

3. The product or service Description of the
product or service with all its features: 
Physical (if it has)  Chemical
characterization (if it has)  Packaging (if it
has)  Benefits  Trajectory (how long was
it released)  Lifecycle  Legislation
. SWOT matrix (Strengths, Weaknesses,
Opportunities and Threats)  Weaknesses
(they are internal to the company) 
Opportunities (they are external, what the
sale opportunities are)  Strengths (they
are internal )  Threats (they are external )
5. Budget It’s the money assigned to the
project. Present tense 6
stirred to incorporate air spaces and cooled below
the freezing we don’t add water becouse is
possible detectable ice crystals from forming .
benefits Young people childrens Men and woman
people like be fitness Old people Overweight
persons Diabetics All the social claseslife cicle is
undetermined , we saw , the offer and demand an
then we take desitions
PRESENT TENSE
Ice cream LIGHT MOMA is frozen food eaten as a
snack or dessert. We usually made in house with
stevia and low fat , such as milk and light cream,
and often combined with fruits or other
ingredients and flavors. It is sweetened with
stevia or sugar substitutes. The ice cream light
moma is not used, flavourings and colourings
added in addition to stabilizers. The mixture is
stirred to incorporate air spaces and cooled below
the freezing we don’t add water becouse is
possible detectable ice crystals from forming .
benefits Young people childrens Men and woman
people like be fitness Old people Overweight
persons Diabetics All the social levels life cycle is
undetermined , we saw , the offer and demand an
then we take desitions
PRESENT TENSE
TRENGTHS Individually and single serving size
package and consistent serving sizes decreased
mess during services increased variety and refill
only required at the end or beginning of every
lunch
WEAKNESSES increased cost due to increased
variety, not the same variety at night due to the
Sunday b even with variety of the single service
cream on the freezer, the dining room must still
maintain tubs of ice cream for diner service
OPORTUNITIES: increased profit/ rebates
THREATS electricity may not be available and lose
product
A tight budget UNIQUE SELLING POSITION ice
cream light moma, offers a modern and tasty
twist on the old fashion ice cream parlor. With
over 8 ever -‐changing varieties of ice cream
moma and 15 different flavors ranging from
cereal to candy bits and gummies, moma allows
customers to design their own explosive flavors.
also fits into any budget because customers
choose their own quantity and pay per once. 2000

. Consumer/Target Audience Describe the
three types of consumers:  End consumer:
The person who consumes the product,
but doesn’t decide on the purchase.  Real
consumer or objective: The person who
makes the purchase decision.  Potential
Consumer: The person who has a
provisional contact with the product or
who will be the consumer in the future.
Describe the profiles  Demographic profile
 Geographic profile  Psychographic prof
Competition/Positioning Describe the type
of competition your product or service has:
 Direct  Hint  Main Competition
8. Project objectives Describe the goal to
be achieved in your project.
9. Market research Explain the market
research you have made in your project:
which are the latest changes of consumers
and the target public?
3000, 4000 y 6000 acording to the product to
choose
TARGET AUDIENCE While ice cream moma’s tasty
treats appeal to people of all ages, and social
conditions the target audience is demografhicly
all the people mostly woman . men. ancient high
school to college-‐aged students living within 20
km at neighborhood ad ibague´s city many
persons , to asist at temple characteristics of this
target group include: A relaxed and light-‐ hearted
temperament An appetite for tasty treats A desire
for a cool and relaxing atmosphere . geograficly is
many interesting the climb is a litle hot
psychograficly ice cesam moma is recomemded
for happy people , sad people , energi people ,
romantic people . etc An appetite for tasty treats
ce cream light moma is very competitive respect
ice cream we use price strategy for equalizer the
offer and then ofher for our consumers an
excelent product , the best quality nd the best
price on market is a direct comptition whith crem
helado, buth we made an excelent product whits
stevia.
Remind costumers of ice cream moma light’s
existence and unique experience Promote ie
cfeam moma as a cool hangout spot Increase
audience preference of moma over its soft- ‐serve
competitors Desired Results: Increase the number
of visitors to ice cream moma for we
is value at $25 in 201millions6, and is projected to
reach $50 million by 2023, registering a CAGR of
5.4% from 2017 to 2023. Ice cream is dairy
product, which is sweetened with either natural
sugar l sweeteners. Various ice creams are
provided by, ice cream moma present in the
market, including hard ice cream, soft ice cream,
light ice cream, low-fat ice cream, and others.
Summer is an undisputed season for the
consumption of ice cream and related products.
The growth of the ice cream industry is driven by
availability of various flavored ice creams. As a
result, the ice cream consumers pay a premium
price for these products, which in turn increases
the revenue of the ice cream market.
10. Schedule Include the distribution
channels for the products of your project: 
Direct  Indirect
direct: direct sales at point sales,ice cream moma
, ourproduct is sold directly for final customer
indirect:we offer ice cream light moma for
mercacento ibague whit 15 stores in the city ,
when , the supermarket is an intermediary
between the endl consumer and us , ice cream
moma light.