ADV 318J Lecture Notes - William Bernbach, Art Director, Volkswagen
Document Summary
Market-literate: marketing, advertising, and pr objectives, product knowledge, consumer profile (who are they talking to and how do they talk what are they interested in, competitive analysis. The creative brief: creative brief: necessary to develop a relevant creative strategy. Synthesis of all the information about product, consumer and competition. Best way to speak to audience about brand. Creative teamwork: account planner the agency, copywriter and art director, creative director, agency producer, the client. Executing the creative strategy: appeal needs, rational vs emotional products and services needs. How should the advertiser attract he consumers attention and connect with their. Rational: an appeal to the consumer"s practical, utility-oriented needs for. Emotional appeal: aimed at the psychological rather than the utility: other types: Humor product, some entertainment value can help to get them involved. How well humor works depends on the nature of the audience. When the audience has a low level of interest in the.
