RESEARCH IN THE CREATIVE PROCESS The creative specialist first learns as much

Research in the creative process the creative

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RESEARCH IN THE CREATIVE PROCESS-The creative specialist first learns as much as possible about the product, the target audience, the competition, and any other relevant research -The creative specialist can acquire additional background info in numerous ways:oRead anything related to the product or marketoTalk to peopleoVisit stores and malls oUse the product or service and become familiar with it oWork in and learn about the business -General preplanning input can include books, periodicals, trade publications, scholarly journals, pictures, and clipping services, which gather and organize magazine and newspaper articles on the product, market, and competition, including the latter’s adsoMarket trends and developments -Product/service-specific preplanning input is information that includes specific studies conducted on how consumers buy and consume the product/service and/or characteristics of the target audience regarding extensive consumer behaviour variablesoQuantitative research includes attitude studies, market structure, and positioning studies such as perceptual mapping and psychographic or lifestyle profiles Dove conducted a psychographic study for their “Campaign for Real Beauty”
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oQualitative research is used to gain insight into the underlying causes of consumer behaviour Methods include in-depth interviews, projective techniques, association tests, and focus groups referred to as motivation research Motivation research is important in assessing how and why consumers buyFocus groups and in-depth interviews are valuable methods for gaining insights into consumers’ feelingsProjective techniques are the only way to get around stereotypical or socially desirable responses
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-Focus groups are a research method whereby consumers (10 to 12 people) from target audience are led through a discussion regarding a particular topic-Storyboard is a series of drawings used to present the visual plan or layout of a proposed commercial oContains a series of sketches of key frames or scenes along w/ the copy or audio portion for each sceneoEvaluating a commercial in storyboard form can be difficult b/c storyboards are too abstract for many consumers to understand oAnimatic = a videotape of the storyboard along with an audio soundtrack Makes creative layout more realistic and easier to evaluate CREATIVE BRIEF -Creative brief specifies the basic elements of the creative strategy and other relevant information -AKA creative platform, creative blueprint, creative contract, or copy platform -It is a plan that summarizes the entire creative approach that is agreed upon by the creative team and marketing managers -Ex/ creative brief can be written by an agency’s account representative or an account planner w/ the input from other specialists from all areas and approved by the client’s marketing communications or brand manager -The creative brief for the Tacori ad called for a strategy of positioning the 18K925 brand
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