chapter 9 Flashcards
Creative director
manages creative process and focuses on strategy of ads. Make sure concept strategically on target.
User experience
interactive conversation about the brand
Creative strategy
brings together the art and science of advertising.
Creative thinking
ROI of Creativity
- Relevant - meaningful to target audience
- Original - novel, fresh, unexpected, unusual
- Impact - makes impression
The Creative Leap
-Copycat advertising - using idea that someone else has originated. This is a concern
- Divergent thinking - right(art, intuitive, holistic, artistic, and emotional) and left Brian(science, Logical, linear, and orderly) thinking.
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How can you become a more creative thinker who uses right brain for divergent explorations
Think about the problem as something that involves mind shift. Look at a problem from a different angle.
- Put strategy language behind you.
Process of how to get an idea
Read - immersion: read, research, learn about problem
Look - ideation - look at the problem from every angle; generate as many ideas as possible.
Don’t give up - brain fog - don’t give up when you hit a blank wall.
The creative brief
Document summarizing marketing and advertising strategy.
Salience
Brand is visible, has marketplace, and the brand is important to its target market.
Hard sell
uses informational messages that touches mind and creates response based on logic.
Soft sell
uses emotional appeals or images to create a response based on attitudes, moods, and feelings.
psychological appeals
Selling premises
- uses rational head approach that states the logic behind the sales offer.
