Advertising Procedures Chapter 10
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23 terms
Terms | Definitions |
|---|---|
 Creative's | the group of people who work in the creative department |
| • Copywriter (Peggy) | develops the verbal message |
| • Art Director (Salvatore) | responsible for the nonverbal aspect of the message, the design, which determines the visual look and intuitive feel of the ad |
| • Creative Director (Don Draper) | ultimately responsible for the creative project-the form the final ad takes |
| Negatively Originated Motives | problem avoidance or problem removal Informational: offer some relief from real or perceived problem |
| Positively Originated Motives | consumers seek sensory gratification, intellectual stimulation or social approval |
| Transformational | using positive reinforcement to offer a reward (Be all you can be) |
| • Target Audience | who the company sells to |
| • Product Concept | a unique and distinguishable quality that customers like |
| • Communications Media | how to reach the target audience |
| • Advertising Message | what a company wants to say and how it wants to say it |
| Creative Brief | serves as the creative team's guide for writing and producing the ad |
| • Rational Appeals | directed at the consumer's practical, functional need for the product or service |
| • Emotional Appeals | target the consumer's psychological, social, or symbolic needs |
| Message Strategy (rationale) | a simple description and explanation of an ad campaign's overall creative approach—what the advertising says, how it says it, and why |
| • Fact-Based | tend to fragment concepts into components and to analyze situations to discover the one best solution |
| • Value-Based | thinkers make decisions based on intuition, values, and ethical judgments |
| Creative Process | the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways |
| 1. The Explorer | searches for new information, paying attention to unusual patterns (DISCOVERS) |
| 2. The Artist | experiments and plays with a variety of approaches, looking for an original idea (THINKS OUTSIDE OF THE BOX) |
| 3. The Judge | evaluates the results of experimentation and decides which approach is more practical (GATKEEPERS OF ADS) |
| 4. The Warrior | overcomes excuses, idea killer, setbacks, and obstacles to bring a creative concept to realization (FIGHTS FOR IDEAS) |
| The Creative Pyramid | 1. Awareness 2. Comprehension 3. Conviction 4. Desire 5. Action |
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