AC111-Chpt 12

Created by emily_noelle 

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7 terms

creative team

copywriters and art directors working in a team

creative concept

the unique creative thought behind a campaign that is turned into ads

copywriting

the process of expressing the values and benefits a brand has to offer via verbal or written descriptions

creative plan

a guideline used during the copywriting process to specify the message elements that must be coordinated during the preparation of copy

headline

leading sentence of an ad that gains attention and can convince the consumer

storyboard

shot-by-shot depicting the visual scenes and cop that will be used in a tv ad

slogan

short phrase that helps establish an image, identity, or position for a brand or an organization

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