LectureThe Creative Team

LectureThe Creative Team - The Creative Team Creative...

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The Creative Team Creative director - Comes from art director and copy writer The Players - The Creatove Team o Writer/art director o Create selling concepts o Jeff and rich Silverstein (Got Milk) Great Advertising - Resonance o Echo, reverberate, or vibrate o Gets the audience’s attention and captures its imagination - Relevance o How well the message strategy elated to the audience’s needs and wants o Must meet advertiser’s objectives Before the Creative Work begins… - Adveristing strategy must define o Target audience o Product concept o Communications media o Advertising message Creative Strategy/Brief - Different names at Different Agencies - Common chearacteristics o Problem advertising can solve o Target description o Communication objective - Product - Key benefit - Support o May have other sections Brand personality Tone - The promise/benefit o 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
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This note was uploaded on 01/14/2012 for the course ADV 205 taught by Professor Bukovac during the Fall '08 term at Michigan State University.

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LectureThe Creative Team - The Creative Team Creative...

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