Intro to Ad, Week 6 Lecture Notes
Intro to Ad, Week 6 Lecture Notes JMC 3303
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This 2 page Class Notes was uploaded by Allison D on Friday February 26, 2016. The Class Notes belongs to JMC 3303 at University of Oklahoma taught by Dr. David Tarpenning in Fall 2015. Since its upload, it has received 11 views. For similar materials see Intro to Advertising in Journalism and Mass Communications at University of Oklahoma.
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Date Created: 02/26/16
Intro to Ad Notes Week 6 2/22 The Creative Brief • Account planner must understand the meaning of the brand, the target audience’s relationship to the brand, articulate communication strategies. • Research is the foundation of acct. planning. • What is an insight? - what are going to give you the basis for creating your campaign; clearly understanding the inner nature of a specific thing sometimes by intuition • the good consumer detective uses: ◦ market research - info about the product ◦ consumer research - identifies people who are in the market for that particular product ◦ advertising research - determines the strength of your advertising product • Types of research ◦ primary ◦ secondary • The creative brief - a brief report; bullet points, etc ◦ guide to make sure your campaign is going in the right direction ◦ the bridge between strategic thinking and emotional/rational advertising • MUST address: ◦ the problem ◦ target audience ◦ consumer insights ◦ comm. objectives ◦ proposition or selling idea ◦ creative direction ◦ media imperatives • Format for Creative Brief is on D2L. 2/24 The “Big Idea” • Ogilvy - father of modern advertising • the big idea (of an ad campaign) ◦ stands on its own ◦ resonates with different audiences ◦ is sustainable across several media ◦ original, relevance, impact • How to test it? ◦ transformation, “ownability”, simplicity, originality, surprise, etc. • NEED a slogan.
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