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Unformatted text preview: Chapter 8 Notes THE CREATIVE TEAM * create selling concepts • Creative Director o Typically a former copywriter or art director o Ultimately responsible for the creative product—the form the final ad takes o Supervises the copywriter and art director • Copywriter o Develops verbal message , the copy (words) within the ad o Works with an art director • Art Director o Responsible for the nonverbal aspect of the message, the design, which determines the look and feel of the ad GREAT ADVERTISING • Resonance o Echo, reverberate, or vibrate o Gets the audience’s attention and captures its imagination stop and think about the message • Relevance o How well the message strategy relates to the audience’s needs and wants o Must meet advertiser’s objectives o Must be relevant to sponsor’s strategy o Example: Alka-Seltzer ad: “I can’t believe I ate the whole thing.” • Captures imagination, but reinforces wrong feeling—the...
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- Spring '08
- Advertising, Communication Design, art director, creative director, brand character capsule