JOUR 331, Week 3 Notes
JOUR 331, Week 3 Notes JOUR 331
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This 3 page Class Notes was uploaded by Lauren Notetaker on Monday April 18, 2016. The Class Notes belongs to JOUR 331 at California Polytechnic State University San Luis Obispo taught by Ellen Curtis in Spring 2016. Since its upload, it has received 15 views. For similar materials see Contemporary Advertising in Journalism and Mass Communications at California Polytechnic State University San Luis Obispo.
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Date Created: 04/18/16
JOUR 331-01 Lecture Notes Ellen Curtis Spring 2016 Week 3 The Creative Brief Creative brief: a blue print, a guide, even a source of inspiration o Details objectives, audience/community, message or utility and the context in which to engage o Discusses the who, what, where, and when The Break Down (using REI’s #OPTOUTSIDE campaign examples) o Business Goal What is the business problem we are trying to solve? REI wanted to build loyalty with its 5.5 million members o Advertising Objective What is the advertising trying to achieve? Ignite a grassroots effort to engage REI’s 5.5 million members and gain more members o Target Audience Who do we want the advertising to reach? REI members and new prospects o Desired Action What do we want our target audience to do? Spend Black Friday pursuing the outdoors o Most Motivating Reward What is the one thing we can say or do to get our target to act and share? Life outdoors is a life well deserved o Barriers to Taking Action What are the blockers to our target from taking action? 8.9 million people shopped on Black Friday o Support What are the key messages that support our reward? REI will have no Black Friday promotions and won’t process any online orders until Saturday. Most employees got a paid day off o Personality What is the personality of the brand? Inspiring, Educating, Outfitting o Strategic Insight What is going on inside the minds of our target audience? Is there a frustration, aspiration, related life need, emotional connection or shared belief to tap into and leverage? What is the marketplace insight? What is happening culturally or with the competition that might be useful to consider? I’d rather be hiking than in a crowded mall. o What does success look like? What will we measure to know our ideas are working? Positive social chatter Positive press Finding the creative idea in the brief o The idea in the motivating reward o Can come from the strategic insight Getting Creative Creativity is nonsense that leads to a breakthrough How does one embrace one’s inner stupid? o You have to O.F.F. (Open, Flow, Fun) Open: open yourself and let your guard down Nothing gets through a closed door Flow: let go of control Quiet any negative thoughts Fun Creativity takes a lot of energy. Make sure your battery is charged Research shows that people who laugh before doing creative tasks did better than those who were serious before doing the same task If you’re not having fun, take a break and let it percolate What iffing o Is an effective way to unlock creativity, it’s like stretching before running Creative Techniques o Start backward Start with Z and work back to A Start with pictures o Copy an existing idea and build on it, fix it and make it your own o Clustering – word clusters for idea generation Creative Takeaways o Failure is an option o Good isn’t good enough o The safeway is a grocery store o Reasons are excuses for failing and excuses are for making people feel better about delivering average work o When you can’t win, change the game
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