JOUR 202 Midterm: Exam3Material
16 Jun 2016
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Orientation: the process, planning, preparation, placement, pr, etc. Understanding what makes a great creative mind. Differences between agency creatives and business-oriented account executives, clients. Client wanted 30 second tv spot for ice cream novelty company. Hired agency, asked them to come up with a concept. It was right on when they brought it to him. He didn"t have any alternatives and wanted reassurance. The agency came up with 37 more in the next 6 months and agreed with the first ad. Then the client cancelled it and went with national coupon program instead. It"s easy for creatives to blame clients. No creative ever put m into a campaign. Creativity is any way you put together your wardrobe, it can be your furnishings or your food preparation, how you treat your significant other; it"s not just about being a great artist or writer.
