Final Exam Study Guide - Journalism4200 FinalExam...

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Journalism 4200 Final Exam Study Guide Chapter 10     Creativity Creativity is the ability to consider and hold together seemingly inconsistent elements  and forces, making a new connection. Eight Rules for Brilliant Brainstorming Build off each other Work in teams Fear drives out creativity Prime individuals before and after group sessions Make it happen o Don’t just talk big ideas; put them to work. It’s a skill Embrace creative abrasion o Celebrate the diversity of thought within the group. Listen and learn Follow the rules or you are not brainstorming Jeremy Fuksa Every idea has an expiration date. Creativity is scary because it is subjective. Creative work: “In the time you set aside each day to work your ass of, ignore  anything that makes you consider stopping.” Assume there will always be tools that are better. Assume that events in the world will continue to happen or not happen regardless of  whether you learn about them immediately. Assume you know very little.
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Assume none of this matters if you are determined to do it. Just start. Have a ritual. The Big Idea does not equate to creative execution. o Ideas are cheap. Usually a better idea is right behind a good idea. Creative Brief Questions o What is the problem? o What is the desired result? o Who are we talking to? o How do they interact with our brand? o What is the main communication takeaway? o Reasons to believe? o What is the right tone? Creative Process Steps 1. Preparation o Research 2. Digest o Soak it in 3. Incubation o Let your mind relax; forget it 4. Illumination 5. Execution Have You Decided to Become More Creative? Be the first to analyze and critique your own ideas. Be prepared for opposition.
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Too much knowledge can stifle creativity. Take risks. Keep growing and experiencing: challenge your comfort zone. Believe in yourself. Learn to cherish ambiguity—from it comes new ideas. People are most likely to be creative when doing something they love.  Chapter 11     Objectives and Method Appeals OBJECTIVE: What the advertiser hopes  to achieve METHOD: How the Advertiser Plans to  Achieve the Objective Promote brand recall:  To get consumers  to recall its brand name first; that is before  any of the competitors brand names Repetition  Slogans and Jingles Link a key attribute to the brand name:  associate a key attribute with a brand  name and vice versa Unique Selling Proposition (USP) Persuade the Consumer:  to convince 
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This note was uploaded on 04/22/2010 for the course JOURNALISM 4200 taught by Professor Frisby during the Fall '09 term at Missouri (Mizzou).

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Final Exam Study Guide - Journalism4200 FinalExam...

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