March 24th notesAdvertising 250Creativity-Three Days*Goal: aware and understand the general concept of creativity*Great campaign ?Absolut?How would you define creativity? ?new way to trace something that gets people thinking differentlyCan you think of something that strikes you as creative?*Defined as ?the ability to consider and hold together seemingly inconsistent elements and forces?*?put two common things together that have never been paired before, forming a third thing by which the fusion becomes original*unexpected or unconventional presentation of something that alters a person?s view of that idea or thing (Professors explanation) ?Making it Happen?*A short story of developing creative at a large agency working on a packaged goods client?-Client requests new ad or campaign *New ?Snickers? television campaign *Meets with agency acct mgr (and acct planner)-Acct Mgr and Acct Planner-Agency -informal discussion with CD -task-work on writing ?creative brief?-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 teams -semi-formal meeint-inspire teams!-creative work begins -each creative team works independently -account planner and involved in process -review of ?ideas? with CD before putting into ?storyboard? form-creative 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? -review potential directors -the long road of details begins -production house -location -casting -product -etc.The Creative process-How does it work?Robert Lauterborn?s View of ?creative Process?*Preparation*incubation*inspiration*perspirationConstant creative tension*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?The Creative Brief*Basis for creating advertising at an ad agency*start of creative process*Like a ?work order? but for something artistic -document that account planner and account manager developStrategy -Strategy is detailed in a document called a ?creative brief?*Fundamental elements -agency versions differ slightly*Background statement*Target -demo and psycho info*consumer insight -what drives or triggers consumer *single minded message*support*tone*desired consumer action and thought
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