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Definition
| Ideas have to mean something important to the audience . |
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Term
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| One of kind ideas that only one person thinks of. |
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| A commerical with impact has the stopping power that comes from an intriguing idea, something you have never thought about before. |
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Term
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Definition
- Good sennse of humer
- Independent
- Self-Assertive
- Self-Sufficient
- Persistant
- Self-Displayed
- High tolerance for ambiguity
- Risk Takers
- Interanally Driven
- Alert, Watchful, & Obseravant
- Good sense humor
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Term
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Definition
| Are responsible for developing tghe creative concept & crafting the execition of the advertising idea. |
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| Manages the creative process and plays an important role in foucusing the strategy of ads and making sure the creative concept is tragically on target. |
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Term
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Definition
- person most responsible for the graphic image of the end.
- Makes decisions about using art or photography in print
- Use of color is another importabt design decision.
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Definition
- Person who shapes and sculpts the words in an ad.
- Copy should be as simple as possible and should have impact.
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Term
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Definition
- Be specific
- Be Succint
- Get Personal
- Keeps a single foucus
- Be conversational
- Be original
- Use variety in print & TV ads
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Term
| Creative Process (osborn) |
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Definition
- Orientation
- Preparation
- Analysis
- Ideation
- Incubation
- Synthesis
- Evaluation
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Definition
| Focus on the end result, vision of creative goal |
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Definition
| One step at a time, examine components |
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| Troubleshoot, test and answer questions |
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Definition
| Thrive on the unknown, adventurous |
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Term
| Message or Creative Strategy |
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Definition
| Identifies the general problem the message faces and suggests how it might be solved |
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Definition
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| Product Category Strategies |
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| Creative strategy is a reflection of the product category. |
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Term
| Head and heart Strategies |
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Definition
Head--rational message
Soft--Emotional message |
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Term
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Definition
| Sales message is either product or prospect centered |
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| Proof or substantiation needed to make selling premise believable. |
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Definition
| Contains the creative strategy and key execution details |
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Definition
| Not necessarily "in your face" |
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Definition
| Should foucus attention on selling point |
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