COMM313 Lecture Notes - Lecture 10: Dramatization, Actual Size, Art Director

• School: University of Delaware
• Department: Communication
• Course: COMM313
• Professor: Lapenta Dante

Document Summary

Making good creative: all great ads have 2 things- Audience impact: the ad makes an impact on the target audience, it resonates with them because it is informational. Not only gets your attention but catches your imagination, its that aha moment. Resonate by being informational and transformational: informational: offering relief from some problem, transformational: using positive reinforcements to offer a reward. Does it make you think about the right things. Great advertising always has a strategic mission to fulfill. Creative strategy consists of target audience, product concept, communication media, and message. Creative brief: the creative teams guide for writing and producing the campaign. Rational appeal: directed at consumers practical, functional need for the product or service. Written by account people to communicate their strategy to creative. Delivering creative briefs markst the end of developing imc strategy and now the campaign creative process can begin- creative team develops a message strategy.