Exam%202%20Review - The creative process (Roger von Oechs...

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Exam 2 Review Purpose of advertising research Research process Primary data and secondary data Research objective Informal and formal marketing research Quantitative and qualitative research SWOT Creative team and their role What makes great advertising? Kim Lord Grid Advertising strategy Creative brief Message strategy Role of Creativity
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Unformatted text preview: The creative process (Roger von Oechs model) Creative pyramid Purpose of visual Various layouts Radio advertising Managers function in various type of ad Typeface Various types of headline and their function Guest Lecture 1: Mobile Advertising Guest Lecture 2: Consumerism Generation M...
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