study guide 2 - Marketing 3740 Advertising and Promotion...

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Marketing 3740 Advertising and Promotion Exam 2 Study Guide 1. Creative Strategy/Creative Tactics ( p.251) Creative strategy- determines what the advertising message will say or communicate. Creative tactics- is how the message strategy will be executed. 2. Defining creativity ( p. 254) Turning information regarding product information regarding product features and benefits, marketing plans, consumer research, and communication objectives into a creative concept that will bring the advertising message to life. Advertising creativity- is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems. Creativity is the most commonly used term in advertising. Ads are often called creative. The people who develop ads and commercials are known as creative types. And advertising agencies develop reputations for creativity. 3. James Webb Young creative process ( p.260) This is known as one of the most popular approaches to creativity in advertising created by Young. This contains five steps: Immersion - gathering raw material and information through background and immersing yourself in the problem. Digestion. Taking information, working it over, and wrestling with the mind. Incubation. putting the problems out of your conscious mind and turning the information over to the subconscious to do the work. Illumination . The birth of an idea- the “Eureka! I have it” phenomenon. Reality or verification . Studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness. 4. Account Planning ( p.261) Facilitates the creative process, this is a process that involves conducting research and gathering all relevant information about a clients product or service, brand, and consumers in the target audience. 5. Qualitative research techniques (p. 264) Qualitative research such as attitude studies, market structure, and positioning studies such as perceptual mapping and lifestyle research, focus group interviews, and demographic and psychographic profiles of uses of a particular product, service, or brand are examples of product-specific preplanning input.
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Many agencies, particularly larger ones with strong research departments, have their own research programs and specific techniques they use to assist in the development of creative strategy and provide input to the creative process. Techniques of qualitative research involve in-depth interviews or focus groups can provide the creative team with valuable insight at the early stages of the creative process. 6. Campaign theme/central message (p.268) Determining the unifying theme around which the campaign will be built is a critical part of the creative process, it sets the tone for the individual ads and other forms of marketing communications that will be used. Campaign theme
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study guide 2 - Marketing 3740 Advertising and Promotion...

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