creative_8_fall_07 - 1 The Creative Team Creative Director...

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Unformatted text preview: 1 The Creative Team Creative Director Art Director Copy Writer 2 The Players ! The Creative Team Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners " Writer/Art Director " Create Selling Concepts 3 The Players ! The Creative Team Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners " Writer/Art Director " Create Selling Concepts California Milk Advisory Board 4 The Players ! The Creative Team Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners " Writer/Art Director " Create Selling Concepts California Milk Advisory Board 5 Great Advertising Resonance ! echo, reverberate, or vibrate ! gets the audience's attention and captures its imagination Relevance ! How well the message strategy relates to the audience's needs and wants ! Must meet advertisers objectives 6 " Creative people ! May be unconventional but they are not eccentric ! Research suggests creative people tend to be " Independent " Self-assertive " Self-sufficient " Curious " Persistent The Creative Person Self-disciplined Tolerant of ambiguity Risk takers Egotistical Skeptical 7 Before Creative Work Begins... Advertising Strategy Must Define ! target audience ! product concept ! communications media ! advertising message 8 The Process " Creative Collaboration " The Assignment ! Informal (or formal) group meeting ! Heres what weve got to do. ! Tools may or may not be ready " Collaborative Thinking ! BrainStorming ! Thinking Together ! Until THE CONCEPT. Concept from Brainstorming 9 Creative Support Systems: " Almost every agency has a set of intellectual tools to help them solve advertising problems. Like: ! Target Sketch ! Consumer Insight ! Brand Character Capsule ! Creative Action Plan 10 Target Sketch " Helps Target Come Alive " Helps in one-to-one communication ! Dont think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell Claude Hopkins " Helps in a critical task - talking to people who are not like you. 11 Styles of Thinking " objectively vs. qualitatively " narrowing vs. expanding one's ideas " left brain(logic) vs. right brain(intuitive) thinking " Hard (reason, reality) vs. soft thinking (dream, fantasy) " All are either Fact-based vs. Value-based 12 Styles of Thinking Fact- based Value- based 7 Before Creative Work Begins... Advertising Strategy Must Define ! target audience ! product concept ! communications media ! advertising message 8 The Process " Creative Collaboration " The Assignment ! Informal (or formal) group meeting ! Heres what weve got to do. ! Tools may or may not be ready " Collaborative Thinking ! BrainStorming ! Thinking Together ! Until THE CONCEPT....
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This note was uploaded on 08/28/2009 for the course ADV 205 taught by Professor Bukovac during the Fall '08 term at Michigan State University.

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creative_8_fall_07 - 1 The Creative Team Creative Director...

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