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Unformatted text preview: Advertising Test 2 Creative development Seven ways creative people think 1. Look at problems in different ways 2. Make thoughts visible 3. Produce 4. Divergent thinkers 5. Think in opposites 6. Think metaphorically 7. Prepare themselves for the chance Six steps to creating effective ads 1. Remember that most products are not unique 2. Show an understanding of the people you are trying to reach 3. Be aware that many purchases are irrational 4. Stress benefits not features 5. Keep it simple, but remember simple is harder to create 6. Start with a strategy Four steps in creative process 1. Creative brief Account planner turns over strategy to creative group Creative group develops all creative from concept to post production 2. Concepts: iPod, Absolute 3. Campaigns: Good campaigns are more than one idea; one off-just one ad 4. Production Responsible for the Planning Organization Directing Control of production process Producers are project managers creative managers and liaisons directors represent agency to outside world A hard job because they must balance all the different elements find creative and cost efficient ways to get the job done responsible for the end result Ethics and societal issues in advertising Myths and stereotypes: Perpetuates negative values in the context of a message o o Men and women o Materialistic ideal o The perfect _____. o Sex o Fear and guilt All advertising is basically unethical Adv. has purpose: must be creative in ethical manner Ads destroy freedom of choice Ads destroy democracy media Ads warp social values Ads give consumers more choices Ads = freedom of speech Ads simply reflect the real world Five controversial issues 1. Puffery: over exaggeration 2. Decency: sexual innuendo, violence 3. Stereotyping: housewives, seniors, people with alternative lifestyles, ethnic groups 4. Children: Violence, dangerous acts, unhealthy habits 5. Controversial issues: condoms, alcohol, religion Regulation o o Purpose: To protect competition To protect consumers from economic or physical harm o Regulations are concerned with: Deceptive or unfair content How advertising is delivered Protection of susceptible groups o Three types of regulation: Regulation: someone makes you do it Co-Regulation: parties work together Self-regulation: individual action o o Five FTC concerns: Deception: must lead to material injury Comparisons: must substantiate with statistically significant data Endorsements: must be qualified, must use product Demonstrations: must be accurately depicted Bait & Switch: product must be available o Six government regulatory groups: FDA: packaging and labeling FCC: broadcasting advertising Postal Service: magazines, direct mail ATF: liquor labeling, advertising Patent Office: trademarks Library of Congress: copyrights...
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- Fall '07