ADV 205 Lecture Notes - Lecture 14: A.D. Vision
Document Summary
Fact based: tend to fragment concepts into components and analyze situation, prefer facts and figures, not comfy with ambiguous situations, like logic, structure and efficiency. Value based: make decisions based on intuition, values and ethics, embrace change, conflict etc. Almost every agency has a set of intellectual tools to help them solve adv problems. Helps in a critical task- talking to people who are not like you. Ex: baby clothes: need to add reason-why to emotion to justify high price point, style plus functionality for babies and moms. Ex: tires: why should i guy michelins. Describes what the brand stands for in terms of consumer perception. Describes values that the advertising will reinforce. Ask consumers what the brand would be like if it were an animal or person. Develop the big idea: visualization/conceptualization, transform or incubate the concept. Decide whether to implement, modify or discard ideas. Help the account managers sell the campaign to the client.
