chapter5 - Chapter 5 Strategy A Road Map for the Creative...

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Chapter 5: Strategy A Road Map for the Creative Team
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Creative briefs include: 1. Insights about the target audience 2. How the target interacts with your brand 3. What you want your target to know, understand, and feel 4. Big idea
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Target audience Demographics are the “skeleton” Psychographics and lifestyle are the “body and soul”
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Farmers are spiritual pragmatists
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What do you want the target to know, feel? Emotional appeals are usually stronger than rational appeals. People feel before they think. Emotional + rational appeals = WOW!
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Stating the strategy One page should be enough to give insight to the creative team The following format is typical…
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1. Who is our target? 2. Where are we now in the mind of the consumer? 3. Where is our competition in the mind of this person? 4. Where would we like to be in the mind of this person? 5.
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This note was uploaded on 10/17/2011 for the course MKTG 450 taught by Professor Dr.valenti during the Spring '11 term at Nicholls State.

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chapter5 - Chapter 5 Strategy A Road Map for the Creative...

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