MC4307-Ch6 - Chapter 6 Developing a Creative Strategy That...

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8/2/11 1 Chapter 6: Developing a Creative Strategy That Moves People MC4307: Advertising Campaigns Emmeline Aguirre, MA Advertising Overload Ad must have stopping power. Ad must engage consumer. Ads should be both creative and persuasive. Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns Essential Elements of Creative Plan Target Audience Creative Objectives Creative Strategy Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns
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8/2/11 2 Creative Plan: Target Audience Essentially the campaign audience but described differently. Description may be product specific. Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns Creative Plan: Creative Objectives Mental effect writer/art director is trying to achieve with the ad: Awareness Comprehension Attitude Image Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns Creative Plan: Creative Objectives Message Element Media Element Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns
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8/2/11 3 Creative Plan: Creative Strategy Guidelines for thoughts, feelings, and impression Provides direction for copywriter and art director Outlines creative plan Profiles important strategic considerations for campaign’s creative Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns Creative Strategy: Critical Elements Strategic Focal Point Positioning Statement Big Unifying Idea Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns Creative Strategy: Critical Elements Strategic Focal Point Statement of creative strategy. Particular aspect of company’s problem or opportunity campaign intends to address. Based on research. Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns
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8/2/11 4 Creative Strategy: Critical Elements Positioning Statement Context or background of message. Method to get consumers to think or feel about product. Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns Creative Strategy: Critical Elements Big Unifying Idea Attention-getting device to make ads memorable and to tie together various elements in creative plan. Provides common bond. Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns Creative Strategy: Optional Elements Physical Continuity Something in each ad leaves similar impression. Ads look alike and sound alike. Consumers recognize new ads and remember them longer. Continuity Devices Slogans/Taglines Trade Characters Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns
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8/2/11 5 Creative Strategy: Optional Elements Psychological Continuity Theme Brand Image Attitude Chapter 6: Developing a Creative Strategy MC4307 Advertising Campaigns Appraising
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MC4307-Ch6 - Chapter 6 Developing a Creative Strategy That...

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