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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 productthe 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 audiences attention and captures its imagination stop and think about the message Relevance o How well the message strategy relates to the audiences needs and wants o Must meet advertisers objectives o Must be relevant to sponsors strategy o Example: Alka-Seltzer ad: I cant believe I ate the whole thing. Captures imagination, but reinforces wrong feelingthe...
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- Spring '08