ADV305_Mar_2 - 2009 ‐ 03 ‐ 03 1 Creative Strategy and...

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Unformatted text preview: 2009 ‐ 03 ‐ 03 1 Creative Strategy and the Creative Process Ch10. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising Mar 2, 2009 Today’s Ad CatholicVote.org PETA.org (People for their Ethical Treatment of Animals) Non ‐ profit organization Shelter.org (UK) Animal Australia (Australia) The Department of Health (UK) Organ Donation Campaign (Brazil) Transport for London (UK) Computertan Chapter Objects Creative Process where it comes from how it’s developed how it relates to a company’s marketing and advertising strategy The Creative Team • Encoding of messages ‐ the conversion of mental concepts into symbols – is the responsibility of the creative team • Client: sponsor of the advertising/ Creative Team: author Copywriter: develop verbal message • Copywriter: develop verbal message • Art director: responsible for the nonverbal aspect of the message, the design, which determines the visual look and intuitive feel of the ad • Creative director: typically a former copywriter or art director who is ultimately responsible for the creative product The Creative Team “Creatives” “Creatives”...
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ADV305_Mar_2 - 2009 ‐ 03 ‐ 03 1 Creative Strategy and...

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