BUAD471-Exam 2 Study Guide

BUAD471-Exam 2 Study Guide - EXAM#2 STUDY GUIDE CH 8 Ad...

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EXAM #2 STUDY GUIDE CH 8 Ad Creative Different Perspectives of Creativity Managers – if not creative, it doesn’t sell - stick with what works - view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace - believe a commercial should be evaluated in terms of whether it fulfills the client’s marketing and communicative objectives - risk-adverse and want more conservative commercial Creatives – only artistic value and originality count - try something new - communication vehicle for promoting their own aesthetic viewpoints and personal career objectives - communicate their unique creative talents and thereby permitted them to obtain “better” jobs at an increased salary Ads that are original and different catch people’s attention Ex) David Yurman billboards are black and white, which makes it look artistic and stand out Advertising Creativity Take all the research, creative briefs, strategy statements, communications objectives, and other input and transform them into an advertising message Creative strategy: determining what the advertising message will say or communicate Creative tactics: determining how the message strategy will be executed Advertising has to be able to catch attention and be able to sell
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Getting Creative Input Account Planning - Read anything related to the product or market (ex: online reviews) - Provide the key decision makers with all the information they require to make an intelligent decision - Drive the process from the customer’s point of view - Responsible for all qualitative and quantitative research General Preplanning Input - Conduct studies of product, service, and audience - Books, periodicals, trade publications, journals, pictures, the market, the competition - Trends, developments, and happenings in the marketplace Use the product to become familiar with it Work in and learn about the client’s business Qualitative Research Input- Listen to what people are talking about - Interviews or focus groups discussing why or how consumers use a product Ask everyone involved for info Marketing Flow The client or client gatekeeper lacking knowledge of some or all of the information needed for effective advertising The client deciding not to share with the agency all of the available information that is relevant to creating effective advertising The agency gatekeeper deciding not to share the creative staffers all of the client information they receive Internal agency communication failures which may result in the creative staff not receiving all of the relevant information received from the client - Multiple people in the client have different ideas and don’t always agree - Then the agency meets with the client to get idea and objective - Then the agency tells creative what they want Positioning Establishes a particular place in the costumers’ mind for the product or service
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