ADV 3001 Lecture 1: Introduction Notes

• School: University of Florida
• Department: Advertising
• Course: ADV 3001
• Professor: Lawrence Milton Clark

Document Summary

Strategy: strategy is a tactical plan carefully thought through to enable you to achieve your objective, the strategy refers to the strategic plan or the creative brief. Why do we need a strategy and a strategic plan: ensure that a crisis can be managed e ectively, constantly changing landscape due to digital media. Understanding strategy helps to sell your idea: strategy needs the narrative of a whole brief to make it clear to a client why that strategy and proposition have potential. The strategic plan of a creative brief: sections that form their strategic plan: What is the planning process: begins with meeting between client and agency presenting problem agency. Research: a planner and the client will usually commission a considerable amount of quantitative and qualitative research. The role of the creative in the planning process: planning + creative = good, planning > creative = bad.