Quiz #3 Flashcards
Effective Marketing Communications
- a product of both logic and creativity
- translates the logic of planning decisions into a creative idea that is original, attention getting and memorable
- message must connected with the target audience to the brand in a relevant and unexpected way
Key players (creativity is a product between…)
copywriters, art directors, creative directors, account planners, broadcast directors
*Generate concepts word, and picture ideas
What is a creative brief?
- creative (original, different, novel, unexpected)
- strategic (right for the product and target)
- meets (the objective)
Message Objective
- see/hear (create attention, awareness, interest)
- feel (touch emotions and create feelings)
- think/understand (deliver info, aid understanding, create vocal
- connect (establish brand identity and associations transforms product into a brand w distinctive personality and image)
- believe (change attitudes, create conviction, and preference)
- act/do (stimulate trial, purchase, repurchase, or some other form of action)
Hard Sell
uses an informational message that touches the mind and creates a response
Soft Sell
uses emotional appeals or images to create a response based on attitude, moods, and feelings
Frazer’s 6 Creative Strategic Message Situations
- preemptive
- unique selling proposition
- brand image
- positioning
- affective/anomalous
Selling Premises
- uses rationale approach that states the logic behind the sales offer
- the most important features or attributes must be attributes
- a claim is a product-based strategy based on how well the product will perform
benefit
what the product does for the user
promise
benefit the user will get by using the product
reason why
the logic behind why you should buy
unique selling proposition
a benefit unique to the product and important for the user
other message formulas
- straightforward message
- demonstration
- comparison
- problem solution/problem avoidance
- human
- slice-of-life
- spokesperson
- teasers
Facet’s Model is helpful in identifying messages that…
- get attention
- create interest
- resonate
- create believability
- are remembered
- touch emotions
- inform
- teach
- persuade
- create brand association
- drive action
concepting
is the process of coming up with a new advertising idea
The Big Idea or creative concept
- becomes a point of focus for communicating
- the road crew name helped define the companies big idea
- the beats driving slogan supported the big idea and communicated
The Creative Leap
-divergent or right-brain thinking explores possiblities rather than using rationale thinking
Ideation
look at the problem from every angle
Brain Fog
don’t give up when you hit a blank wall
Incubation
let your subconscious work on it
Illumination
the idea often comes when you’re related and doing something else
Evaluation
does it work?
Slogans need to be..
catchy and memorable
Visual Comm
the world of art direction, design, illustration, photography, and other ways of bringing ideas to life in advertising
Why is Vis Com important?
Visuals > Words
- demonstrate something
- evoke emotion
- create buzz
What does an art director do?
- in charge of the visual look of an ad and how it communicates mood, product qualities, and psychological appeals
- decide which type of visuals to use- photography, film, or animation for ads
- also works on brand or corporate logos, office interiors, merchandising materials, shopping bags, or delivery vehicles
Illustrations and photos
- photography authenticity makes it powerful
- photos are realistic and add credibility
- using software programs can manipulate photo content
- eliminates the details of a photo “highlights
color
- attracts attention, provides realism, establishes moods, and build brand identity
- B&W can add dignity and spphistication
- spot color can be added to black to accent or highlight elements
- absence of color can be more compelling
typography
- art directors also specific the ads typography
- type is functional but it also portrays an aesthetic
- members of the creative team should have a good working immunity
Design print layouts and styles
- picture window
- all art
- panel or grid
- dominant type
- cirus
- nonlinear
