MKTG 330 Study Guide - Final Guide: Art Director, Reinforcement
4 Dec 2016
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How creative strategy is developed and used. Role that agency talent plays in creative process. The creative team consisting of the creative director, the copy writer and the art director. Strategic relevance: an ad may be entertaining but if it isn"t relevant to the advertising strategy it will fail. What are the 3 ways to generate audience impact: gets attention now, problem relief, positive reinforcement. What are the 3 types of message strategies and give an example of each: verbal ex: i"m late, non verbal ex: looks at watch, taps foot, technical ex: camera crew is filming. Creativity: combining two or more previously unconnected objects or ideas into something new. => the first two are more fact based thinking while the last two are more value based thinking. Thinking categories = fact based vs. value based. Whos is involved in the creative process: explorer. Developes big idea and then transform the concept Bottom to top: attention, interest, credibility, desire, action.
