Chapter 10

technical

Component of a message strategy includes budgets, scheduling, limitations, and mandatories

Creativity

Involves combining two or more previously unconnected object or ideas into something new

Value based thinkers

Make decisions based on intuition and ethical judgment. They are better able to embrace change, conflict, and paradox

Creative Director

The person who is ultimately responsible for the forming of the final advertising message

Big idea

a bold, creative initiative that builds on a strategy, joins the product benefit with consumer desire in a fresh,involving way, makes the audience stop look and listen.

creative pyramid

a model that can help convert the advertsing strategy and the big idea into the actual pysical ad or commercial

rationale

a simple description and explanation of a campaigns overall creative approach- what the campaign says, how ii says it, and why.

Using the word "you" frequently

a way in which copywriters credibly demonstare that the sponsor understand the prospect.

Black

conveys sophistication and high end merchandise and is used to stimulate purchase of expensive products. r

message strategy

helps sell a campaign concept to account managers and helps the manager explain and defend the creative work to the client.

explorer

in the creative process involves seacrching for new infomation.

savvy psychology

involves making the presentation reciever-driven and meeting the clients needs.

Copy Platform

refer to the creative team's guide for writing and producing a campaign.

Brainstorming

refers to a group session in which participants work together to generate new ideas.

Creative brief

refers to a simple written statement of most important issues to consider in the development of a campaign: the who why what where, and when

objective statement

refers to a specific, concise description of what the campaign is supposed to accomplish or what problem it is supposed to solve.

tone statement

refers to short term emotional descriptions of the advertising strategy.

artist

role in the creative process is to search for new information and pay attention to unusual patterns

desire

step in creative pryamid is when the copywriter encourgaes prospects to picture themselves enjoying the benifits of product or services.

emotional appeal

target the consumers psychological,social, or symbolic needs

fact based thinkers

tend to fragment concepts into components and to analyze the situation to discover the one best solution.

art

the whole presentation-visual, verbal, and aural.

transformational ad

uses positive reinforcement to offer a reward and targets consumers with positively originated motives.