Date: September, 6, 2018
To: Ms. Groth
From: Jamie Ikley
Subject: Types of writing seen in the advertising industry
This document is to inform the reader of types of documents and conventions of writing found in the advertising industry.
There is no set style of writing for advertising, because it is a creative field. The following are two common types of documents written with-in the advertising field:
• Advertising Proposal
• Creative Brief
When outlining or proposing advertising projects to a client, the tone is formal concise and professional. Documents created as advertisements are creative, and will vary widely due to targeted audience(s) and product/service being sold.
There is a vast array of documents produced by advertising agencies. Ads are creative in nature and there really are no standards on how an ad should look, or read. The most effective ads are the ones that stand out. For this reason, the following two examples of technical documents are between an ad firm and a client:
Advertising Proposal: A multipart document presented to a client outlining an advertising strategy. According to Hubspot writer Jami Oetting it should include:
• Executive Summary
o Quickly go over goals and key points that are included in the proposal.
• Goals & Challenges
o State the business problem(s) the ad company trying to solve, and what stands in their way.
o Outline the steps in the project, it should also include a timeline.
• Success Metrics
o Estimate how much is marketing expected to improve after the advertising project.
• About Us
o Include information about the ad agency and their values.
• Case Studies
o Use past projects to show previous success
• Terms & Conditions/Contract
o Include a legal document (often written by a lawyer) to be approved and signed by the client (Oetting).
This should be a large and encompassing document with many detailed parts.
Creative Brief: A document created to make a creative framework for advertisements. According to The Balance Careers author Paul Suggett suggests it should include:
o State information about the product or company you are advertising for.
• Target audience
o Indicate key demographic(s) that the advertisement(s) will focus on.
o State what the creative team aims to accomplish.
• Tone of voice
o Indicate a tone that the creative team should convey
• Audience takeaway
o State the message the audience should remember.
• Types of Media
o State the form(s) that the ad will take.
o Outline prices and how the money will be allotted.
o Include a clear timeline with deadlines for both the client and creative team.
This document should be kept simple, to allow a flexibility for the creative team (Suggett).
There is no set style for writing in the advertising field. Companies will often have their own templates or internal style guides.
For the example documents it is treated like a generic business document. It must be clear and concise, with clearly stated: goals, objectives, and deadlines.
In advertisements tone and conventions are always changing to reflect the audience and the product being sold.
Advertising firms create advertisement documents that appeal to a massive audience. The audience will change based on the product/service being sold. Firms may target individual demographics of people or keep it on the level of the general populations.
For the listed documents the audience would be the client, project managers in advertising agency. To encourage future business, the tone between client and agency should be formal and professional. Clients can vary drastically however, they will normally be high ranking individuals within a business.
Larger ad agencies have international clients so dates must be clear and 24-hour clock used for time. QuickBooks Resource Center suggest keeping the following in mind when working with international clients:
• Use appropriate time zones
• Specify Currency
• Be aware of cultural differences (Hawkins)
• Use clear English no colloquialisms
Hawkins, Kathyrn. “6 Tips for Dealing with International Clients.” Quickbooks.intuit.com, Intuit, 2018, quickbooks.intuit.com/r/marketing/6-tips-for-dealing-with- international-clients/
Oetting, Jami. “The Anatomy of a Winning Marketing Proposal.” Hubspot.com, Hubspot Inc, 7 December 2015, blog.hubspot.com/agency/proposal-structure
Suggett, Paul. “How to Write a Successful Creative Brief in 9 Steps.”
thebalancecareers.com, The Balance, 10 April 2018,