MD_11F_4040_W5_0922_Creative_Strategy_Creative_Brief_Concept_Testing

MD_11F_4040_W5_0922_Creative_Strategy_Creative_Brief_Concept_Testing

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+ MC 4040 ADVERTISING PROBLEMS 09/22/2011 Copyright © 2011 Yongick Jeong
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+ Today’s Agenda Creativity Creative Brief Creative Concept Concept Testing
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+ Creativity
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+ Creativity Creativity in general The process that results in a novel work that is accepted as tenable or useful or satisfying by a group [at] some point in time - Stein (1953) Creativity in advertising Ad creativity is designed to __________________________ Sternberg and Lubart (1999) – Thus, creative ideas should be new, unique, and relevant to the target audience in order to provide useful solutions to marketing communications problems.
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+ The Role of Creativity in Advertising Helps ads Helps ads Helps ads
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+ Creative Strategy, Tactic & Strategic Creativity
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+ Creativity Strategy and Tactic Creative strategy Determining Creative tactic Determining
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+ General Creative Tactics by Advertising Objectives Brand awareness creative tactics Recognition Recall Close connection between category need and the brand
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+ General Creative Tactics by Advertising Objectives Brand attitude creative tactics Creative elements that elicit emotion: sound, music, written words, pictures, color, movement, source
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+ Strategic Creativity Strategic creativity (ROI) Advertising tries to deliver the right message to the right person at the right time and must have Ideas have to mean something Relevance to Relevance to
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Strategic Creativity One of a kind ideas that only one person thinks of. Will grab attention?
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This note was uploaded on 01/16/2012 for the course MC 4040 taught by Professor Fletcher during the Fall '11 term at LSU.

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MD_11F_4040_W5_0922_Creative_Strategy_Creative_Brief_Concept_Testing

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