GOV 312L Lecture Notes - Lecture 18: William Bernbach, Lee Clow, Air Jordan
Document Summary
Creative strategy = establishes unique idea that will connect a product"s benefits to consumers needs. Creative execution = process of creating and producing individuals ads in different media that effectively communicate the strategy. Creative brief = synthesis of all the information about product, consumer, and competition necessary to develop a relevant creative strategy. Page with very simple answers to questions (ex: what is prospects problem, what is key fact, etc) Account planner: consumer advocate who functions as the consumer conscience of the agency, keeps everyone on target. Ability to perceive and articulate new solutions to advertising problems + execute those solutions as message that move consumers. Ambition, energy + experiences, curiosity + imagination, resilience (take criticism and bounce back) #1 on ad age"s 20th century honor role of advertisements most honorable people. Persuasion is not a science but an art. Rational: appeal to consumers practical, utility-oriented needs for products + services.
