캠페인 기획서

# Campaign brief

Separate the business goal from the audience action that would contribute to it. Use confirmed offer details and constraints. Capture the target audience, value proposition, channel choices, time window, available assets, and budget only when provided.

Create a brief that connects message, audience action, distribution, and measurement. For each execution item, identify a responsible role or mark ownership undecided. Explain what must exist first, such as a working signup page or reviewed product facts.

Define metrics with units and, where needed, numerators and denominators. Distinguish a proposed target from a baseline, forecast, or observed outcome. Do not fabricate conversion rates, budgets, customer testimonials, or expected returns. If a target needs historical data, identify the data needed rather than assigning a persuasive number.

Return a focused brief, execution sequence, assumptions, and unresolved decisions. Respect channel and spending constraints. Creating the brief does not authorize launching ads, spending money, or publishing messages. Use the user's language.