Module 1 - Business of creativity Flashcards
What are the main points to consider in this module ?
Understand how to be creative,
How creativity and advertising work together, Creativity impact on Media landscapes, The future of creativity on media platforms and impact on human behaviour
How does advertising work ?
Trick question. It cannot be answered as advertising works in a variety of different ways, depending on business aims of the client
What is the basic principle of advertising ?
To get people interested In buying your product/service. It may be right now, or it may be in the future (95:5% rule)
What is the 95:5% rule ?
When 95% of consumers are not in the position to buy. As a result, the client campaigns aim is to make the consumer aware of the product/service, so the client’s brand comes to mind when they are in the position to buy, later down the line. A method that is all about raising awareness
How does advertising get results these days ?
Advertising used to be heavily reliant on traditional methods e.g. print, billboards etc. Nowadays in order for a campaign to be successful it must be advertised on a platform that taps into the smartphone culture
What does the evolution of advertising book explore ?
Paul Fedwick showcases how advertising becomes about “sell, sell, sell”
What is the historical take on advertising according to Paul Fedwick ?
The advertising routes back to ancient civilisation where public signs and announcements were used
What approach took over historically ?
“Rational” and “Hard sell” approach where business owners wanted immediate sales. They didn’t care how
What represents branding in the 19th-20th century ?
Creative visuals, as a result of a negative shift in info-based ads. These did not tap into ones psychological emotions, making them ineffective in leaving a memorable impression
What approach is used in the modern days ?
There is an urge for the industry to connect with ones emotion and look beyond a historical approach
As a result, focused on generating short-term sales, creating a memorable impression and data-drive strategy.
What is the perfect industry balance In advertising ?
Art of persuasion : Science of selling
