JMC 21001 Chapter Notes - Chapter 8-14: Digestion, Native Advertising, Squarespace

• School: Kent State University
• Department: Journalism and Mass Communication
• Course: JMC 21001
• Professor: All

Document Summary

What the message will say or communicate: creative tactics. How the message strategy will be executed. Two determinants of ad creativity: divergence: extent to which an ad contains elements that are novel, different, or unusual. Five factors of divergence: originality, flexibility, elaboration, synthesis, artistic value. Can be achieved through humor, fantasy, emotion, and imagery: relevance: the degree to which various elements of the ad are meaningful, useful, or valuable to the consumer. Two ways to achieve relevance: ad-to consumer relevance, brand-to consumer relevance. Quality research, quality creative: consumer insights: knowing hour audience helps you craft creative that will be compelling for them, research. Primary: research conducted specifically to address the questions at hand, problem recognition. Secondary: books, periodicals, trade pubs, websites, scholarly journals, pictures, etc, existing research studies. Testing creative: concepts: test the idea more than an actual execution, storyboards, animatics, use caution!