TAILIEUCHUNG - Chapter 12: Creative Strategy and the Creative Process

The creative process of advertising is guided by specific goals and objectives and requires the development of a creative strategy or plan of action for achieving the goal. Creative strategy development actually begins with a thorough assessment of the marketing and promotional situation and a determination of what needs to be communicated to the marketer’s target audience. Creative strategy should, however, also be based on a number of other factors that are stated in the creative or copy platform | 12- Splash Creative Strategy and the Creative Process The role of public relations, sponsorships, and corporate advertising in relationship marketing and IMC Chapter Title Chapter 12 Objectives Discuss the meaning and the importance of creativity Identify members of the creative team Tell how to differentiate great advertising from the ordinary Explain the role of the creative brief List principal elements that should be included in the creative brief Explain the differences between the message strategy and creative strategy Define the four roles people play at different stages of the creative process List several techniques that creatives can use to be more productive 12- What Makes Great Advertising? Audience Resonance Informational Transformational Strategic Relevance Audience Needs & Wants Client Goals The Creative Team Copywriter Creative Director Art Director 12- What Makes Great Advertising? Rolling Stone magazine used past covers for this memorable ad Insert .

• Internet Marketing
• Creative Strategy
• Creative Process
• techniques creatives
• creative brief
• primary responsibilities
• Creative Business Ideas
• Creativity at the Top
• Business Strategy
• Corporate Culture
• The Entertainment Factor
• Right Brain Thinker
• business development
• corporate strategy
• strategic management
• advertising strategy
• developing
• countires
• view
• strategy
• economy
• development
• creative
• Lecture Advertising
• Target audience
• Planning process
• Integrating marketing communications
• Creative Business
• business plan
• business management
• From success to Significance
• creative thinking
• successful management
• challenging opportunities
• business success
• lập trình ứng dụng
• lập trình phần mềm
• lập trình website
• đồ họa máy tính
• đồ họa đa truyền thông
• lập trình windows
• mỹ thuật đa truyền thông
• thiết kế flash
• 3Ds max của adobe
• Rice Cooker Cuckoo
• production engineering
• business tips
• marketing mix
• Advertising Appeals
• Feature appeals
• Competitive appeals
• Rational Motives
• Rational Appeals
• Emotional Appeals
• Marketing communications
• Integrated marketing communications
• Integrated marketing program
• Communication process
• Effective slogans
• The Do It Yourself Lobotomy