1. Inside-out & outside-in
briefing
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2. Inside-out vs. outside-in
Organization
BRIEFING
DE-BRIEFING Agency
CAMPAIGN
RESEARCH
Inside-out
Audience
Outside-in
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3. Job-position in Organizations
CEO
Comn Advisor
Corporate Marketing
Comn …
PR Internal Comn MarCom
PA
Job Market
… Advertisement
Sponsoring
Events
…
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4. Job-position in Agencies
Board of directors
Account Creative Strategic
director Team Back office Planning
Account Manager Art Copy
Director Writer
Account Executive
Account Assistant
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5. Main items of a
briefing (Geursen ’98 p93-94)
1. Proposition: what do we promise?
2. Why would consumer believe this?
3. Target audience: to whom are we going to
tell this?
4. What is the Great Obstacle in the
communication process?
5. What should advertisement do with the
brand?
6. What is the desired behavior?
7. What tone-of-voice & style will we apply?
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6. Example of a briefing
Ber tolli
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7. TITLE THE PRODUCT IS...BERTOLLI THE BRAND IS...ITALIAN ZEST FOR LIFE
SPREAD RELAUNCH SPREAD MADE WITH EXTRA (Key values - active, positive, vital, charming, light-hearted)
VIRGIN OLIVE OIL
WHAT IS THE BUSINESS PROBLEM OR OPPORTUNITY?
Keep Bertolli spread ahead of the game by communicating its relaunch with Extra Virgin Olive Oil (instead of pure olive oil) early in 2003.
WHAT ARE THE OBJECTIVES FOR THIS COMMUNICATION?
Create awareness that Bertolli spread is now made using Extra Virgin Olive Oil (EVOO).
Make people feel happy and confident that Bertolli is now even more naturally good for you because it contains EVOO - the best kind of olive oil.
Ensure that current users continue to buy the spread, and encourage new users to want to try it.
WHO ARE WE TRYING TO ENGAGE? (and what competes for their attention?)
Adults 25+ in Northern European countries who buy olive oil spreads, or who are interested in olive oil as part of the Mediterranean way of eating.
They don’t know everything, but they do know that EVOO is the best kind of olive oil.
For them, olive oil symbolises this highly aspirational approach to food and life, because it is a simple, natural, pure, high quality food that is also
good for you. It has become their epitome of natural health.
Our target really want to incorporate a little of this way of eating into their lifestyle, and olive oil products, like this spread, are an easy way to do this.
WHAT IS THE SINGLE THING WE WANT TO SAY?
BERTOLLI SPREAD IS NOW MADE WITH EXTRA VIRGIN OLIVE OIL
SUPPORTING IDEAS FOR THIS BRIEF
EVOO is the best possible olive oil, because it is made by only gently pressing the olives (first cold pressing), so that it retains more of the essential
nutrients and vitamins naturally found in olives.
So EVOO is even better for you than other olive oils.
Making Bertolli spread with EVOO is the natural next step in bringing people best quality, up to date products.
TV - must work across several European markets.
GBD PD CD JOB NO. THE PRACTICALS
Use new brand communications platform.
Must CommunicationKnowledgeCenter EVOO, but ensure that we don’t give the impression
be crystal clear that Bertolli spread now contains 7
that the previous product format was inferior. 7

8. Schultz ('96) Essentials of Advertising Strategy
Inside-out & outside-in briefing
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9. Schultz ('96)
Essentials of
Advertising
Strategy
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10. Schultz ('96)
Essentials of
Advertising
Strategy
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11. Schultz ('96)
Essentials of
Advertising
Strategy
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12. Schultz ('96)
Essentials of
Advertising
Strategy
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13. Target Market
Incentive Statement (Schultz '96)
• To (user group), (name of brand) is the (product
category) that (benefit of brand).
• To ambitious people, VSM is the toothpaste that
prevents cavities and maintains clean, white teeth.
• Support: with fluoride & strong
• What consumer wants from product; psychographic
attributes : security & self-confidence
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14. “Values can serve as standards that
guide our choices, beliefs, attitudes,
and actions.” (De Mooij 2010 p46)
• “Preferences can lead to action: change dirty into
clean by washing.” (De Mooij 2010 p45)
• “We all want to be clean, but to reach that goal,
people use various methods. The Belgians use twice
as much soap powder as their neighbors, the Dutch.”
(De Mooij 2010 p45-46)
• “We all want to be healthy, but how we remain healthy
varies. In the south of Europe, more antibiotics are
used than in the north.” (De Mooij 2010 p46)
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15. Values, benefits & attributes
important for
outside-in briefing
• Link your message to what is already in the
brain of the receiver. Link to what he prefers.
• So, link to his values, they influence his
behavior.
• Support this by making values concrete in
benefits of the product/ service/ brand: what’s in
it for him.
• Attract attention with attributes: what he
immediately associates with the product/
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16. Attributes – Benefits –
Values
Attributes: with fluoride & strong
Benefits: prevents cavities & clean, white
teeth
Values: security & self-confidence
Figure: Levels of communication (De Mooij 2010 p155)
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17. Exercise laddering interview
(1)
• Group of 3
• A interviews B
• C observes and makes notes:
– Non verbal communication (mimicry etc.)
– Attributes; benefits; values.
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18. Exercise laddering interview
(2)
• Describe X please / First associations with X?
• What makes X special? / Would you recommend
X? Why?
• Why have you chosen for X?
• You have chosen for X because of Y; why is Y
important for you?
• You say Y is important for you. Why is Y
important for you?
• Etc.
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