ADV 3008 Study Guide - Final Guide: Arpanet, Product Placement, Alex Bogusky
4 Dec 2018
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Document Summary
Chapter 10: creative strategy and the creative process: impact dimension. Boom factor: gets attention, surprises, catches your imagination. Negatively originated motives resonate by being highly informational. Positively originated motives are transformational: the relevance dimension. What does the ad get you to think about: writing the creative brief (copy platform) Guide for writing and producing the campaign. Proctor and gamble and leo burnett three part creative brief: objective statement, support statement, tone or brand character statement, elements of message stategy. Verbal, nonverbal, technical: role of creativity in imc campaigns. Helps message inform, persuade, remind, puts the boom in campaigns: styles of thinking. Hard, fact-based thinking vs soft, value-based thinking: four step creative model. Artist role: developing and implementing the big idea. Chapter 11 creative execution: art and copy: layouts. Orderly arrangement of all the format elements of an ad. Develop the psychological elements: design and production. Dummy, mechanical, approval: basic rules of layouts.
