lecture_8_fall_2009 - We were talking about how ads can hit...

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1 We were talking about how ads can hit different levels of need the Hierarchy of Needs – one level of which is social. While Hallmark has always done a great job this is one that “rocks” Created by The Richards Group for Zales, this commercial features music created specifically for the ad by Robert Francis. The song is entitled Don't Forget Love and was produced by PrimalScream Music Creative Director and EVP Nicole Dionne 2 3 The Creative Team Creative Director Art Director Copy Writer 4 The Players The Creative Team Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners Writer/Art Director Create Selling Concepts California Milk Advisory Board 5 Great Advertising Resonance echo, reverberate, or vibrate gets the audience's attention and captures its imagination Relevance How well the message strategy relates to the audience's needs and wants Must meet advertiser’s objectives 6 Before Creative Work Begins. .. Advertising Strategy Must Define target audience product concept communications media advertising message
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7 Creative Strategy/Brief Different Names at Different Agencies Common Characteristics Problem Advertising can solve Target Description Communication Objective Product Key Benefit Support May have other Sections Brand personality Tone 8 The promise/benefit Ads promise a reward for buying or using the advertised product or service Promise Support People want to know “what’s in it for me” 9 Elements of the Message Strategy after the creative team delivers the creative brief then starts the message strategy. Nonverbal Verbal Technical 10 How Does Creativity Help Advertising? Creativity helps advertising to Inform Persuade Remind Impact 11 12
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13 14 15 16 Creative people May be unconventional but they are not eccentric Research suggests creative people tend to be Independent Self-assertive Self-sufficient Curious Persistent The Creative Person Self-disciplined Tolerant of ambiguity Risk takers Egotistical Skeptical 17 Flex your creative talent 18 DIRECTIONS: Connect all nine dots using just three straight, connected lines: Think outside the box. Self-imposed limits often inhibit creative solutions.
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lecture_8_fall_2009 - We were talking about how ads can hit...

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