Creative executive overwhelms message People remember creative not message Happens because…. Creativity confused with effectiveness. “It’s not creative enough. We want something unique.” Preoccupation with cutting through ‘noise’ (the 3,000 commercial message a day you are exposed to) YouTube - ?Evian Roller Babies US??
Is this the best ad ever done? TsyYo
Creative Brief Creative briefs typically include items such as: Restatement of the marketing strategy including objectives of marketing communications The message format or approach The psychological appeal The selling premise The big idea or creative concept “Must includes” - information you have to put in the message
The Creative Concept Converting message into memorable, persuasive format. Search for the can be an image, a scenario…. “the one human truth that is most relevant” big idea
Communication objectives Attraction: Build awareness Develop attitude Stimulate action Retention Education Conation (intention to act) Affect Awareness Knowledge Liking Buy Commitment Preference
16 Blocking Chart Lays out MarCom activities for the year.
Social Networks Biggest issue in marketing today Explosive growth has outpaced understanding and marketing application Two key questions: 1. what are the marketing applications? 2. what are the appropriate marketing tactics necessary?
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