This preview has intentionally blurred sections. Sign up to view the full version.View Full 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
- creative team