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

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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 Oech’s 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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