CMN3174 Lecture Notes - Lecture 5: Marketing Mix, Upper Class, Anal Sex
Document Summary
Every scene in your video ad should be like a print ad. End of 20th century using the technique of not showing the product in the ad. Must have unity between taglines/headlines and the ad, more impressive to have a tagline. The social environment can hinder or enhance creativity. Burnbark changed the environment by changing the structure of the workplace and got people to work together that did not usually. Trust is very important for creativity and freedom. Workplaces are much different in ad agencies and are meant to foster creativity. Creative thinking techniques have limited utility, very poorly backed by research. If an ad is creative it will make us think about it, and will stick with us. Originality is not the same as creative, creativity is a rearranging of the familiar but the parts themselves are stuff we are very familiar with, and the more familiar means the better it will be.
