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Creative Strategy:
Planning and Development
2
Taglines That Set Vegas Part
3
The Power Idea
Describable Likely to
in a simple attract the
word or prospects
phrase attention
Lets
prospects Revolves
vividly around the
experience clinching
the goods benefit
Allows you to
brand the
advertising
4
Creativity and Synergy
Agency Client
Account Marketing
executives managers
Media Brand
planners managers
Researchers Upper
management
Attorneys
5
The Only Rule in Advertising
6
The Perpetual Debate
Only artistic
It isnt creative if it
value and
doesnt sell
originality count
Suits Artists
7
Wrigley Takes a Creative Risk
8
Youngs Creative Process
9
Wallas Creative Process Model
Illumination Preparation
Seeing the Gathering
Solution Information
The
Creative
Process
Verification Incubation
Refining Setting
the Idea Problem
Aside
10
Getting Creative Input
Use the
product to
Read anything become Listen to what
related to the familiar people are
product or with it! talking about!
market!
Conduct
studies of Ask everyone
Work in and
product, involved for
learn about the
service, information!
clients
audience! business!
11
Input Verification and Revision
Evaluate ideas
12
Top 10 Slogans of the Century
13
An Advertising Campaign
Integrated
14
Advertising Campaign Themes
15
Developing a Creative Strategy
Creative Strategy
Major
Basic
Target selling Any
problem,
audience idea or supportive
issue,
identity key information
opportunity
benefit
16
Copy Platform Outline
17
Model of Marketing Information Flow
Knowledge
of vital
marketing
information
Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff
with agency
18
Search for a Major Selling Idea
Seeking the
Major Idea
19
The Unique Selling Proposition (USP)
Unique Selling
Proposition
20
Perspectives of Great Ad Men on the Big Idea
22
Inherent Drama
23
Positioning
24
IBM as a Provider of Business Consulting Services
25
Contemporary Approaches to the Big Idea
26