MKTG 477 1st Edition Lecture 33 Outline of Last Lecture I Major departments in ad agencies II Gallup Robinson III Guidelines for writing good ad copy Outline of Current Lecture I What you need to know before developing a creative strategy II Creative brief a Elements of brief Current Lecture April 20 2015 Creative continued The Like Generation PBS Frontline No class this Friday 4 24 Watch video instead of class What do you need to know and or do before developing a creative strategy 1 2 3 4 5 6 Know your target market Know your product features and benefits Know how your brand is perceived in comparison to other brands know your competition Know how users and nonusers view the product service differently Know what the objective of your ad is will be The medium TV radio print etc for which the ad will be designed a Radio is hardest to communicate message then billboard 7 Perhaps the budget you have to work with Creative brief copy platform A brief often one page document that specifies the basic elements of the creative strategy Elements of a creative brief The basic problem or issue the advertising must address 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 The advertising communications objectives Target audience Major selling idea or key benefits to communicate Campaign theme or appeal Supportive information or requirements o Legal information o Creative design o Spokesperson
View Full Document
Unlocking...