FORMATO BRIEF – CAMPAÑA PUBLICITARIA EN INGLES

LISSETTE PABON

SENA
ZONA CARIBE
REGIONAL SAN ANDRES
CENTRO DE FORMACION TURISTICA, GENTE DE MAR Y SERVICIOS
2019
1. Abra un documento en el formato de su preferencia donde archivará las
actividades.
2. Escuche la publicidad radial en la sección “Let’s listen”. Después de
escucharla conteste las preguntas de comprensión. Pegue una captura de
pantalla en cada respuesta correcta en el documento.
3. Descargue el material “Guidelines for creating an advertising campaign”,
ubicado en la sección “Let’s listen”. Escriba una publicidad radial de una
compañía X y preséntela de manera oral en la sesión virtual (encuentro
sincrónico) “Creative Brief”, habilitada y programada por el instructor. La
publicidad debe durar dos minutos como máximo.
4. En la sección “Let’s write”, descargue las instrucciones para elaborar una
campaña publicitaria (Radial, de televisión o promocional) y el diligenciamiento
 de un brief. Agregue el brief diligenciado en este documento y envíe la
publicidad en el formato de su preferencia al instructor.

COMPANY INFORMATION PRESENT TENSE

• Name of the company • Name of the company and commercial name: Travel
On
• Trade’s name
• Motto: tourism in a reliable app
• Company’s activity
• Activity of the company: tourism app

COMPANY HISTORY PAST TENSE

History of the company in detail

Travel on was created by the need for an app where it
• Advertising has been traditionally done? shows in real time it's destination.

• What kind of advertising and what issues were The inspiration arose from the need of people to find
addressed? their most appropriate resting destination for their needs.

• What were the objectives of previous campaigns? The managers developed this business idea when they
saw the need of the population to search for their tourist
• What are the characteristics of your product or destination with confidence and reach of their economy.
service?
After marketing the first articles, our products have had a
• What is the current position of your product in the great reception, which makes travel on have a good
market? perspective, they acquire their identity and obtain
recognition, since then we have developed several
advertising campaigns in different media to consolidate
the image of our company .
THE PRODUCT OR SERVICE PRESENT TENSE

Description of the product or service with all its Our products offered in the market is an ecological
features: tourism app.
• Physical (if it has)
Our app was created to promote ecological tourism at a
• Chemical characterization (if it has) national level.
• Packaging (if it has)
The application wants to offer its users facilities to
• Benefits search for a tourist destination, respecting current
regulations and legislation.
• Trajectory (how long was it released)
The shelf life of our products will be five to ten years.
• Lifecycle
Our products are available on google play.
• Legislation

SWOT MATRIX (STRENGTHS, PRESENT TENSE

WEAKNESSES, OPPORTUNITIES
ANDTHREATS) • Confidence level in the app. Lack of experience in the
market. Limited tourist sites. Limited resources. Internet
• Weaknesses dependency. Cybercrime that generates security
(they are internal to the company) problems

• Opportunities • Failures in the search engines implemented in the app.

(they are external, what the sale opportunities There are recognized competitors.
are) High level of competence.
Emergence of new technological trends.
• Strengths Existence of substitute products.
(they are internal) High rate of innovation

• Threats • Peace treaty with the FARC. Creation of a tourism

(they are external ) sector development plan. Growth of the tourism sector.
The trend of searching for easy to use applications. A
potential number of buyers. Introduction to other sectors.

• Easy to use
Integration of transport, reservation and crossings
Alliances with quality companies
Fair product prices
Technological advances that contribute to the
development of the application
Possibility of acceptance for its easy use.
Adaptability to technological change

BUDGET PRESENT TENSE

It’s the money assigned to the project. Complementos para la venta: $ 22,000,000
Alojamiento web: $ 7.500.000
Servicios profesionales: $ 8.500.000
Equipos informáticos: $ 8.000.000
Gastos de personal: $ 5.200.000
Suministros: $ 1.500.000
Total: $ 52,700,000
CONSUMER/TARGET AUDIENCE PRESENT TENSE
•
Describe the three types of consumers: Final consumer: men and women of all ages, who like to
• End consumer: travel.
The person who consumes the product, but doesn’t
decide on the purchase. • Real or target consumer: any type of person can
download the app
• Real consumer or objective:
The person who makes the purchase decision. • Potential consumer: men and women of all ages
looking for the best travel alternatives.
• Potential Consumer: CLIENT'S PROFILE
The person who has a provisional contact with the
product or who will be the consumer in the future. • Profile of the demographer: men and women of all
ages.
Describe the profiles
• Demographic profile • Geographical profile: Our public will be located
throughout the national area, with an offer for all kinds of
• Geographic profile social class.
• Psychographic profile: men and women of all ages who
like to travel.
• Psychographic profile
COMPETITION/POSITIONING PRESENT TENSE

Describe the type of competition your product or

service has: POSITIONING COMPETITION

• Direct • Direct competition: Travel On

• Hint • Clue: lover of the style of our planet.
• Main Competition • Main competition: tourism app for men and women. .
PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in your project.

PROJECT GOALS

Achieve a measurable annual return of 35%.

Increase sales each year by 50%

Position our brand in the tourism market in app being

recognized for the quality and prices of our products.

Achieve complete national and international coverage.

MARKET RESEARCH MARKET RESEARCH
We will investigate trends, public, products, distribution
Explain the market research you have made in your of handmade tourism app for men and women.
project:
which are the latest changes of consumers and the Trends
target public? We will generate new ideas to innovate our products and
adapt to current fashion.

Public
Our target audience will be, in any case, with a taste for
travel.

innovative and original application, which represents a

great attraction for our potential customers.
 Distribution
The distribution is done through a virtual app

Advertising
To advertise our products, make an announcement
through print media, radio, television, as well as the
public image on the net.

SCHEDULE PRESENT TENSE

Initial Date until deadline. WEEK 1 Approach of the idea.

The most Critical Date need to be arranged and
Written here.
WEEK 2 Investigation of the problem
WEEK 3 Development of the conceptual framework.
WEEK 4 Formulation of the overall objective of the
study.
WEEK 5 Formulation of the general objectives of the
study.
WEEK 6 Formulation of the specific objectives of the
study.
WEEK 7 Formulation of the study hypothesis. (Critical
week)
WEEK 8 Definition of research variables.

5. En la sección “Vocabulary” aparee la palabra en inglés con el concepto

correcto.
Tome capturas de pantalla de cada grupo de palabras correctamente ubicadas
y agréguelas al documento.
COMPANY INFORMATION PRESENT TENSE

• Name of the company • Name of the company and commercial name:

INGENIO PURPURA S.A.

• Trade’s name
• Motto: AN OWN STYLE
• Company’s activity
• Activity of the company: Our activity is to make
handbags and other accessories that can be made
of leather.
COMPANY HISTORY PAST TENSE

History of the company in detail Ingenio Purpura was created from the fashion of
handbags and accessories made of leather with a
unique design and style for each type of person.
• Advertising has been traditionally done?

The inspiration arose from the innovation of designs

• What kind of advertising and what issues in uero giving a complement full of elegance and
were addressed? style.

• What were the objectives of previous The managers developed this business idea by
campaigns? acquiring artisans and leather goods from different
areas of the country to market products.

• What are the characteristics of your product

or service? After marketing the first articles, our products have
had a great reception, which make of Ingenio
Purpura a good perspetive, acquire their identity
• What is the current position of your product and obtain recognition, since then we have
in the market? developed several advertising campaigns in
different media to consolidate the image of our
company.
THE PRODUCT OR SERVICE PRESENT TENSE

Our products offered in the market are crafts and

Description of the product or service with all its
accessories made with recycled material.
features:
• Physical (if it has)
Our designs are manufactured by artisans from
different parts of our country, inspired by protection
• Chemical characterization (if it has) and care of nature.

• Packaging (if it has)

 The elaboration of our products will be based on
ancestral techniques passed on to the artisans from
• Benefits
generation to generation, respecting the regulations
and current legislation.

• Trajectory (how long was it released)

The useful life of our products will be five to ten
years.
• Lifecycle
Our products are exclusive and are only available
on our website.
• Legislation

SWOT MATRIX (STRENGTHS, PRESENT TENSE

WEAKNESSES, OPPORTUNITIES
ANDTHREATS)
• Weaknesses:
We do not have enough capital to have an optimal
• Weaknesses
competitive level.
(they are internal to the company)

• Opportunities
(they are external, what
opportunities are)
• Strengths
(they are internal)
• Opportunities:
the sale
Assistance for various fashion fairs nationally and
internationally, and business conferences that allow
contact with intermediaries.

• Threats • Strengths:
(they are external )
Variety and exclusivity in designs, quality finishes
and leather materials, guarantee on all our articles.

• Threats:
Shorter period of time in the market than our
competitors.
BUDGET PRESENT TENSE
It’s the money assigned to the project. Complementos para la venta: $
22,000,000
Alojamiento web: $ 8,000,000
Servicios profesionales: $ 16,000,000
Equipos informáticos: $ 12,000,000.
Gastos de personal: $ 9,000,000
Suministros: $ 3,000,000
Total: $ 70,000,000
CONSUMER/TARGET AUDIENCE PRESENT TENSE
• Final consumer: men and women of all ages,
lovers of leather goods and with a taste for fresh
Describe the three types of consumers:
and exclusive designs.
• End consumer:
The person who consumes the product, but
• Real or objective consumer: any type of person
doesn’t decide on the purchase.
who purchases leather articles for personal use or
to give to another person.

• Real consumer or objective:

The person who makes the purchase decision. • Potential consumer: men and women of all ages
who seek to make a difference with a touch of
distinction, originality and good taste.
• Potential Consumer:
The person who has a provisional contact with
CLIENT'S PROFILE
the product or who will be the consumer in the
future. • Profile of the demographer: men and women of all
ages.

Describe the profiles

• Geographical profile: Our public will be located
• Demographic profile throughout the national area, with an offer for all
types of social class.
• Psychographic profile: men and women of all ages
• Geographic profile
who buy leather goods with different styles and
exclusive designs.
• Psychographic profile
COMPETITION/POSITIONING PRESENT TENSE
Describe the type of competition your product
or service has:
POSITIONING COMPETITION

• Direct
• Direct contest: Ingenio Purpura
• Hint
• Clue: Style lover of our planet.
• Main Competition
• Main competition: Accessories for men and
women.
PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in your OBJECTIVES OF THE PROJECT

project.

Achieve a measurable annual return of 35%.

Increase sales every year by 50%

Position our brand in the accessories market being

recognized for its variety, quality and prices of our
products.

Achieve full national and international coverage.

MARKET RESEARCH PRESENT TENSE

MARKET RESEARCH
Explain the market research you have made in
your project: We will investigate trends, public, products,
distribution and advertising for handmade
which are the latest changes of consumers
accessories for men and women.
and the target public?

Trends
We will generate new ideas to innovate our
 products and adjust to the current fashion.

Public
Our target audience will be, in any case, with taste
for handmade.

Product
Young and fresh, items with innovative and original
designs, which represents a great attraction for our
potential customers.

Distribution
The distribution is made through an independent
company, which will generate added value by the
rapid delivery of the product to our final customer.

Advertising
To publicize our products, make an advertisement
through print media, radio, television, as well as the
public image on the network.
SCHEDULE PRESENT TENSE

Initial Date until deadline. WEEK 1 Approach of the idea.

The most Critical Date need to be arranged WEEK 2 Investigation of the problem
and Written here.
WEEK 3 Development of the conceptual
framework.
WEEK 4 Formulation of the overall objective of the
study.
WEEK 5 Formulation of the general objectives of
the study.
WEEK 6 Formulation of the specific objectives of
the study.
WEEK 7 Formulation of the study hypothesis.
(Critical week)
WEEK 8 Definition of research variables.