Lecture 7 - CREATIVE STRATEGY: THE BIG IDEA Session 7...

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CREATIVE STRATEGY: THE BIG IDEA Session 7
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Announcements Class activity papers logged IMC project client brief approvals Quiz on Wednesday
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Advertiser vs. Consumer http://www.youtube.com/watch?v=heSudg-tfIk
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Advertising Is… Source of entertainment, motivation, fascination, fantasy, and sometimes irritation as well as information Shaper of consumers’ perceived problems, desires, and goals See D’Arcy, Masius Benton & Bowles’s Universal Advertising Standards (Fig 8-1)
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Creative Execution  (Tactics) Refers to How it is Enacted  through IMC Tactics Creative Strategy Identifies the Brand Challenge  and How it Might be Solved  Creatively (Strategic Insight). Culminates in “The Big Idea” and associated tagline   Two Dimensions to the Creative Side of              An IMC Campaign Creative Strategy and Execution
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What is “Creative Strategy” Agreed-upon specifications of the statement of the brand challenge or problem the communication must solve (relates to positioning and communication objectives). A set of strategic insights that will solve the brand challenge. It grows directly out of the positioning statement and objectives and, therefore, it is a criterion against which the communication must be evaluated.
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Implementing the Brand’s Positioning Statement: Positioning Statement: For individualistic urban consumers between 20 and 30 The Mazda Protégé offers a sporty, hip, fun to drive car Because we understand the sports car market and have consistently offered sportiness in our vehicles “Big Idea”/Creative Strategy Provide an invitation to the consumer to experience the Mazda Protégé and to promise that they will experience physical and emotional pleasure from the driving experience. Proof points: • Eurochic styling • room for friends • cool features (CD players, AC, etc.) Campaign Taglines/Slogans “Get In: Be Moved” Brand Challenge Strategic Insight
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How Creatives see their importance to the Agency
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How Agency sees importance of Creatives
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Creativity: Absolut
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Creativity: Absolut
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UNMISTAKABLE
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clients’ products? http://www.youtube.com/watch?v=MFPGa0pKyTg
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This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.

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Lecture 7 - CREATIVE STRATEGY: THE BIG IDEA Session 7...

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