{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

ADV305_Mar_4 - (addresses logos slogans etc 1 The Target...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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 (budgeting & scheduling), mandatories (addresses, logos,
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

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....
View Full Document

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern