Other guidelines
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      Creative Request Brief

      Please ask your client the following questions before submitting creative request

      Image

      1. Logo

      1.1 Logo formats png; svg; eps; pdf

      1.2 Layout and size (please provide a sample if it’s not specified by Brand book)

      1.3 Background (color, effects, sample is preferred)

      2. Image criteria

      2.1 Should we keep brand colors or are alternatives acceptable?

      2.2 Should the thumbnail depict the product or are associated concepts acceptable?

      2.3 Surroundings preferences (house, nature, office, etc.)

      2.4 Emotional charge (scary, kindness, coziness, joy, etc.)

      2.5 Main characters’ sex, age, nationality, etc.

      2.6 Main characters’ mood (sad, happy, smiling, tired, etc.) 

      2.7 Additional elements (disclaimer, CTA, icons, buttons, sales, discounts, etc.) 

         2.7.1 Preferable elements  jpg, png; svg; eps; pdf

         2.7.2 Layout and size (please provide a sample if it’s not specified by Brand book)

         2.7.3 Background (color, effects, sample is preferred)

         2.7.4 If CTA is needed then what message should be reflected? If price or discount should be                specified then what are the numbers? 

        3. Image format (full image, collage, ‘before-and-after’)

        4. Preferable image samples

       

      Headline

      1.Tone of voice 
      2. Call to action
      3. Product/service benefits (e.g. 24-hours support)
      4. Macros
      5. Text formats 

        5.1 storytelling

        5.2 comparison

        5.3 problem solving

        5.4 etc.

      6. Should we mention the product/service name in each ad text?

       

      Ad Text (description)

      1. Tone of voice
      2. CTA message 
      3. Product/service benefits (e.g. 24-hours support)
      4. Macros
      5. Text formats 
        5.1 storytelling

        5.2 comparison

        5.3 problem solving

        5.4 etc.

      6. Should we mention the product/service name in each ad text?

       

      CTA (call to action)

      1. Tone of voice
      2. Message 

       

      General

      1. What are product characteristics we should be focused on?
      2. Is there anything we should avoid mentioning?
      3. What's your targeted audience?
      4. Creative rankings preferred 
      5. If the creative materials are provided by client, but there are less materials than the number of      ads requested, what should we do with the remaining ads? Should we come up with our ideas      or should we double use the materials?  (e.g. 10 ads requested, but materials provided can          cover only 5 out of them)
      6. Preferable approaches: experiments vs top performing 
      7. Ad campaign goal - retargeting, registration, purchase, etc

       

      Recommended 

      1. Updated/latest version of Brand book
      2. Usefull links: official website, social networks, etc