MKTG 477 1st Edition Lecture 33Outline of Last Lecture I. Major departments in ad agenciesII. Gallup & RobinsonIII. Guidelines for writing good ad copyOutline of Current Lecture I. What you need to know before developing a creative strategyII. Creative briefa. Elements of briefCurrent LectureApril 20, 2015 – Creative continued “The Like Generation” – PBS Frontline- No class this Friday 4/24 – Watch video instead of classWhat do you need to know (and/or do) before developing a creative strategy?1. Know your target market2. Know your product (features and benefits)3. Know how your brand is perceived in comparison to other brands – know your competition4. Know how users and nonusers view the product/service differently 5. Know what the objective of your ad is/will be 6. The medium (TV, radio, print, etc.) for which the ad will be designeda. Radio is hardest to communicate message, then billboard7. (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 strategyElements of a creative brief- The basic problem or issue the advertising must addressThese 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 requirementso Legal informationo Creative designo
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