Creative Strategy Flashcards
creative strategy
unique idea that connects a products benefits to a consumers needs
creative execution
process of creating and producing individual ads in different media that effectively communicate the strategy
market literate
marketing, advertising and pr, objectives, product knowledge, consumer profile, competitive analysis
creative brief
synthesis of all product information, helps develop relevant creative strategy
tone of the creative work
best way to speak to audience and communicate brands personality
account planner
consumer advocate
advertising creativity
ability to perceive and articulate new solutions to advertising problems and execute those solutions as messages that move consumers
Bill Bernback
through emotions
Craig Allen Erik Kallman
old spice man on a horse
3 things needed to execute creative strategy
appeal, attitude, action
appeal
attract consumers attention and connect needs
5 types of appeals
rational vs emotional, humor, problem solution or product as hero, fear, romance and sex
rational appeal
practical, utility oriented needs for product/service
emotional appeal
psychological rather than utility
humor
attracts attention, may disarm audience, may interfere with understanding, deoend on nature of audience
when to use humor
used when ther is low interest for the product, audience is skeptical, when funds are tight
attitude
how can essage reinforce or try to shift attitude
3 ways to influence attitudes
testmonials, using celebrities, demostrations
action
how do they persuade the consumer to think feel or do anything
