ADV 3008 Chapter Notes - Chapter 10: Art Director
4 Dec 2018
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Document Summary
What makes for great creative: ad liking predicts ad success, the impact dimension. A great ad makes an impact on its intended audience. Boom factor: gets attention, surprises, catches your imagination. Negatively originated motives resonate by being highly informational. Positively originated motives are transformational: the relevance dimension. Developing and implementing the creative strategy: target audience, product concept, communications media, imc message, four elements of imc strategy: target, product, media, and message, writing the creative brief (copy platform) Proctor and gamble and leo burnett use a simple creative brief with three parts: objective statement. Brief description of evidence: tone or brand character statement, elements of message strategy. Message strategy or rationale is a description/explanation of a campaign"s overall creative approach, with three components: verbal, nonverbal, technical. Mandatories: speci c requirements like addresses, logos, and slogans. Helps the creative team sell the campaign concept to account managers.
