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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...
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