Writing a creative brief can help you plan your advertising by helping you to focus and providing a good basis for your ad (or other collateral). It should provide your basic purpose for the ad, list some supporting information, and set the tone for your brainstorming.
A basic brief can start with these three things:

Objective
Support
Tone

Here’s what they should generally include.
Objective
What is this ad or other marketing item supposed to accomplish? Think about your SMART goals and make this measurable and specific. Include a brief outline of your target customer here.
Support
What are you promising or claiming and how are you going to …read more

So someone sends me a 58 page paper on a subject that’s dear to my heart. Since I’m feeling time pressured, the best thing to do seems to be to print it out for reading on my flight Wednesday. I click my print button and instead of the usual smooth printing, with occasional shouts for more ink or more paper, darn thing starts clicking… a fairly loud, very annoying and rhythmic clicking. And it won’t turn off.
Not to be done in, I quickly unplug it. Turning a printer off and on solves more problems than you might suspect. Not this …read more