You are continuing to work with the same business used in the Units 1 and 2 Individual Projects. In the U2 IP, you began developing ideas for a new campaign. This week you will begin writing a creative brief.

Part 1: Background Analysis

Based on your U1 situation analysis, analyze critical issues facing the company that could be addressed in an IMC campaign.

• List and analyze the top 3 critical issues.

• Determine what issue must be addressed in this new campaign.

It is necessary to back up your decisions with theory from the text or expert advice and real-world information from professional or scholarly sources in the AIU library. This section of the paper should be 2 pages in length and uses research from the text and articles in the library's full-text databases.

Part 2: Creative Brief

• Communication objectives: Specify the communication objective(s) for this campaign

• Target market: Identify the segment(s) you will target with this campaign

• Major selling idea: What's the single most important thing to communicate to achieve the objective?

• Key benefits: Explain why the target market should believe the major selling idea?