CMN3174 Study Guide - Final Guide: Dov Charney, American Apparel, Shock Advertising
Document Summary
Creative genius an expert knows rules and patterns. Common structures seen as original, likeable, surprising. Eniko veres, monika anetta alt and zsuzsa saplacan. Dominant print ad appeals unique and practical product features. The appeal why the consumer should act. 42 types of appeals broken down into practical, unique, leisure and mild. Fcb grid developed by the foote, cone and belding ad agency in the 80s. Top 5 effective appeals: distinctive/unique, convenient/practical, cheap, enjoyment, traditional. Working in teams and pleasing clients are essential. A creative ad is a successful ad. Claims made in the name of creativity are an ideological smokescreen. Most ads are artless instruments of capital accumulation. 7 factors affect brand advertising success and effectiveness: ad message & creativity*2nd most important, advertising media selection*the most important factor, market research, competitiveness, market share, uniqueness, customer relationship*3rd most important. Other studies argue that creativity is the single most important factor.
