{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Ad Principles Test 3

Contemporary Advertising

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Advertising Principles Test 3 17/03/2008 16:10:00 ← Chapter 12: Creative Strategy & The Creative Process • John Vitro (art director) & John Robertson (copywriter) work together to create creative synergy o Many clients wanted them (including Taylor Guitar, AirTouch, Thermoscan, & Chiat/Day) because of the numerous awards & honors they had received o Taylor Guitar wanted advertising that would make a statement about the company & its ideals; something genuine & visceral yet subtle o Vitro & Robertson had to develop a creative strategy that stood out, reflected the quality of Taylor guitars, and talked TO the consumers to get them to desire his guitars o They needed to integrate all concepts into a single big idea by developing individual messages for a series of ads o They came up with a 2-page spread using a lone tree as a symbol of recognition and success was increased on both ends ← The Creative Team • Client sponsor; Creative Team author • Copywriter: the team member who develops the verbal message; the words within the ad spoken by the imaginary persona • Art Director: responsible for the nonverbal aspect of the message, the design, which determines the visual look & intuitive feel of the ad • Creative Director: typically a former copywriter or art director who is ultimately responsible for the creative product • Creatives: a name given to this group of people who work in the creative department ← What Makes Great Advertising? • “Ad liking” has a big impact on “ad success” • Resonance Dimension o Great ads with resonance “rings” or echoes in consumers’ ears, giving them good vibes o The “Boom Factor” gets audience attention by catching your imagination & inviting you to stop & think about the message or yourself o Sometimes it is just the headline that resonates, sometimes the visual o Negatively Originated Motives: (avoidance or removal) provide foundation for many great ads by being highly informational (offering relief from some real or perceived problem) o Positively Originated: consumers seek sensory gratification, intellectual stimulation, or social approval by being transformational (using positive reinforcement to offer a reward) o Most ads fail to resonate because they lack a “big idea” They may be uninspiring, less than attractive, or low quality • Relevance Dimension o What an ad get you to think about o ads may capture audience but convey the wrong message ← Formulating Advertising Strategy • Parts of the Advertising Strategy o Target Audience: may be resellers (or retailers), consumers, & center...
View Full Document

{[ snackBarMessage ]}

Page1 / 16

Ad Principles Test 3 - Advertising Principles Test 3...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon bookmark
Ask a homework question - tutors are online