A great brief aligns teams before a single pixel moves. Test whether you can specify clear objectives, audiences, SMP, POE mix, and KPIs.
What is the primary purpose of an IMC brief?
Replace all creative reviews
Align stakeholders on objectives, audience, core message, channels, budget, and success metrics
Specify only the logo placement rules
Provide ad platform passwords
Which objective format best sets up an IMC campaign for measurement?
Channel‑specific vanity goals only
A fixed CPM regardless of results
Specific, measurable outcomes tied to business goals
Aspirational slogans without targets
Audience definition in a modern brief should include ______.
segmentation and insights that explain motivations and barriers
only age and gender ranges
cookie IDs and device graphs
creative file specs
The single‑minded proposition (SMP) in a brief is the ______.
one compelling idea the campaign must communicate
legal disclaimer section
list of every product feature
media plan spreadsheet
Which items typically belong in the ‘mandatories’ section of a brief?
Legal copy, brand assets, required tags, and compliance requirements
Historic CPMs by publisher
Speculative headlines
Competitive spend estimates
Why include a distribution plan in the brief?
So teams can skip tailoring to channel
To remove the need for measurement
To avoid creating a media plan
To spell out where the idea will live across paid, owned, and earned
Which is the best way to handle KPIs in the brief?
Defer KPIs until post‑launch
Use only last‑click sales for everything
Let each channel pick unrelated metrics
Define a small set of outcome KPIs shared by all channels
What do stakeholders and approvals in a brief primarily prevent?
Any need for version control
Delays and rework from late feedback
Partner onboarding
Creative iteration
Budget and timeline belong in the brief because they ______.
guarantee publisher discounts
set practical constraints for scope and sequencing
eliminate the need for contingency plans
replace change control
A strong IMC brief is best described as ______.
a design‑only document with no strategy
concise, actionable, and outcome‑oriented
a legal contract to replace SOWs
a comprehensive novel with every historic tactic
Starter
Your brief basics need polish. Focus on clear objectives, audience insight, SMP, and shared KPIs.
Solid
Strong brief structure. Tighten mandatories and distribution details to speed approval and delivery.
Expert!
Stakeholders will love your briefs. They’re crisp, outcome‑led, and built for cross‑team execution.
