ADV305_Mar_4 - (addresses logos slogans etc 1 The Target Audience Sony Bravia I Advertising Strategy Sony Bravia II In ‐ class Exercise Zoetrope

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2009 03 05 1 Creative Strategy and the Creative Process Ch10. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising Mar 2, 2009 “Creatives” Creative Director The Creative Team Nonverbal ad design Verbal message Art Director Copywriter Two dimensions of greatness: Audience Resonance Dimension What Makes Great Advertising? The Boom factor which invites you to stop and think about the message. Strategic Relevance Dimension Advertising creatives must be relevant to the sponsor’s strategy Advertising Strategy 1. The Target Audience 2. The Product Concept 3. The Communication Media 4. The Advertising Message Three components of message strategy: 1. Verbal —guidelines for what the ad should say 2. Nonverbal —overall nature of the ad’s graphics 3. Technical— Execution approach, mechanical outcome mandatories
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Unformatted text preview: (addresses, logos, slogans, etc.) 1. The Target Audience Sony Bravia I Advertising Strategy Sony Bravia II In ‐ class Exercise Zoetrope 2. The Product Concept 3. The Communication Media 4. The Advertising Message 5. The Message Strategy (Verbal, Nonverbal, Technical) 6. Successful Audience Resonance & Relevance Dimension? 1. The Target Audience Sony Bravia I Advertising Strategy Sony Bravia II In ‐ class Exercise Zoetrope 2. The Product Concept 3. The Communication Media 4. The Advertising Message 5. The Message Strategy (Verbal, Nonverbal, Technical) 6. Successful Audience Resonance & Relevance Dimension? 2009 ‐ 03 ‐ 05 2 Guest Speaking on Friday Announcement Topic: Mobile Advertising Guest Speaker: Jong ‐ Hyouk Jung Attendance Check? No. On exam? Definitely....
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This note was uploaded on 08/24/2009 for the course ADV 05600 taught by Professor Kim,yeoj during the Spring '08 term at University of Texas at Austin.

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ADV305_Mar_4 - (addresses logos slogans etc 1 The Target Audience Sony Bravia I Advertising Strategy Sony Bravia II In ‐ class Exercise Zoetrope

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