MKTG 345 Study Guide - Final Guide: Reinforcement
Document Summary
Typically made up of an art director and a copywriter, who both report to creative director. Job is to create great advertising for their clients. => to truly resonate messages need the boom factor. Boom factor: element of surprise that attracts the audience s attention, gets them involved and stirs their imagination. Some campaigns= information, resonate with audience by offering relief from some real or percieve problem. Some campaigns = transformation, achieve resonance through positive reinforcement by offering some reward. Behind visuals and the text of every message. Strategy is the key to great creative work. What are the 4 elements of the creative strategy: target audience, product concept, communications media, the message. Account managers prepare a brief that outline the key strategic decisions. What are the 3 elements of message strategy: copy: verbal, art: nonverbal ( visual, production: mechanical details of how the promotional message will be produced.
