ADPR 3100 1nd Edition Lecture 16Outline of Previous Lecture I. Apple ibook campaignII. VerificationIII. TvIV. Digital mediaOutline of Current LectureI. Effective advertising componentsII. Creative conceptIII. Process to build a creative conceptCurrent Lecture- Effective advertisingo Insight into the target marketo Focused, accurate key messageo Want to end with Memorable, ethical exeuctionso Creative concept A bridge between message and execution- Links the strategic basis that you start with to the ads that come out the other side- Path to the final product Creative extension of key message- How you say it matters- Must have 3 things:o Focusedo Evocative Emotional depth Relate to deep important feelings Concept for hair coloring- From “Look Natrual” to “It lets me be me”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. Xbox, “Halo: Reach” Gatorade “Whats G?”o Relevant surprise Where the insight comes in Relevant: the concept conveys something that the market already knows- If the concept is only relevant:o Info, but not memorable Surprising: needs to tell the target market what it doesn’t already know- If concept is only surprising:o Catches attention but not memorable-i.e. mountain dew ad Trek racing bicycles- Current viewo Help athletes ride harder and fastero- Surpriseo Train less Xbox, “Gears of War”- Current viewo Shooting practice- Surpriseo Emotionally compelling storyo Characters you care abouto Different soundtrack Google- Current viewo Find information- Surpriseo Search helps you live your life- “search on” Process- “Got Milk?”=concepto Success on first try- Harry Roseno Came up with concept but client hated it so they had to trash the idea and come up with a new
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