The Strategic Approach

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The Strategic Approach

Creative strategies

Lecture number:
Lecture Note
Washington State University
Comstrat 380 - (ADVER) Advertising Principles and Practices

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Comstrat 380 1nd Edition Lecture 13 Outline of Last Lecture I. Who are the key players II. The Creative Brief III. What is the role of creativity? IV. Key points in a creative brief V. Message strategies VI. Frazier’s six creative strategies Outline of Current Lecture I. Lectures II. Psychological appeals III. Selling Strategies IV. Strategic formats V. Creative thinking VI. The big idea of creative concept VII. The creative leap VIII. The creative process: how to get an idea IX. Managing creative strategies Current Lecture I. Lectures: a. A series of instructions is given verbally b. Speaker presents evidence to persuade the audience c. Lectures are inexpensive, compact, and efficient d. A “talking head” delivers a lecture about a product These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.

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