Client requests new ad or campaign- meets with Agency Acct Mgr (and Acct Planner) Acct Mgr and Acct Planner (agency) have informal discussion with CD Task - Work on writing ?creative brief?- Compose Draft Acct Mgr, Acct Planner take lead Acct Mgr, Acct Planner and CD agree Review and approval from Client Agency Creative Briefing Review brief with creative team(s) Semi-formal meeting ? inspire teams! Creative Work Begins Each creative team works independently Acct Planner and involved in process Review of ?ideas? with CD before putting into ?storyboard? form CD Reviews Creative Work from Teams Select best work Winning creative team sharpens work, makes revisions, and puts into presentation form Formal Presentation to Client First, practice at agency Presentation usually at agency Client Selects Winning Creative Or NOT! Winning idea/board with tweaks Agency Revises Idea/Board Final client approval Agency Contacts ?Producer? Reviews potential directors The long road of details begins???. Production house Location Casting Product Etc??????. Production Begins ON AIR!!!! Striking a balance between selling the product and creating something that will connect or inspire consumers Not all award-winning ads sell products ?It?s not creative unless it sells? Constant creative tension: Adversion to risk-taking client input can be detrimental effectiveness vs. creativity committee values- making everyone happy can ruin ad Robert Lauterborn?s view of the ?Creative Process? preparation incubation ispiration perspiration Copy strategy- in a broad sense what will be said, the position (select something that will be the message/ focus of the advertising) Creative Breif- (start of the creative process) a document that the AP and AM develop, like an ?action plan? Fundamental elements: background statement target (demographic and psychographic information) consumer insight- what drives the product, role of product in their life, how they feel about it ***single-minded message Support Desired consumer action and thought- try this, do this? Tone Crafting a single, clear, relevant consumer message and creatively expressing it make sure message is competitive- saying something different and compelling Creative Process think about product/ brand (benefits and attributes) what you are going to say (copy strategy) develop sing, simple, clear message benefit or attribute related meaningful to consumers reflects and competitive position message is creatively expressed Structural elements of a magazine ad headline (works with visual to communicate message) (subhead)- answer to headline if question Visual Body copy End with call to do something Web address Tagline- summary of what brand stands for Copy Writing 5 Principles of Design design to be in balance proportions within ad should be pleasing to viewers ordered/directional pattern- leads readers though the ad, visual path unity and harmony of elements emphasis of one element ? primary but not only focus, usually key visual Radio advertising ?theatre of the mind? Reaching people driving to and from work- business products, banks, auto, restaurant can reinforce television campaign strong sense of immediacy plays to the imagination Television advertising Powerful brand building tool allows for defining a band visual and audio story board- shot by shot sketch depicting, in sequence, the visual series and copy that will be used in an advertisement pre-production- stage in which agency and advertisers carefully work out the precise details on how the creative can come to life (driven by the producer) Media Planning Definition: the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost Goal: capture largest portion of target market with least amount of money Major categories ?broadcast?- radio (low cost, use of imagination) or tv (visual and audio) ?print?- Newspaper (geography, credibility) or Magazine (audience selective) internet (low cost, advertising rising) traditional outdoor media- billboards, subways direct mail Major items in Media Planning how to reach target- where to place ads, which media to use when to reach target how much of target will reach how often reaching the target how much media cost The Process of Media Planning evaluation and analysis media objectives media strategies media choices presentation and approval by client implementation- media scheduling and buy post-buy analysis Media Objectives Message weight- total mass of advertising delivered
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