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Creating Effective and Creative Advertising Messages
Memorable Advertising ,[object Object]
What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising
The Role of Creativity ,[object Object],[object Object],[object Object],[object Object],[object Object]
Original Ads: Apple iPod ,[object Object],[object Object]
Constructing a Creative Brief Background Strategy Task Positioning Client’s Objectives Target Their current thoughts/feelings What do we want them to think/feel What do we want them to do Proposition Belief in proposition How we speak to them
Styles of Creative Advertising
Unique Selling Proposition Creative Style (USP) ,[object Object]
Brand Image Creative Style ,[object Object],[object Object]
Resonance Creative Style ,[object Object],[object Object]
Emotional Creative Style ,[object Object]
Generic Creative Style ,[object Object],[object Object]
Preemptive Creative Style ,[object Object]
In Summary ,[object Object],[object Object],[object Object]

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Copy of day 9-creativity in advertising

  • 1. Creating Effective and Creative Advertising Messages
  • 2.
  • 3. What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising
  • 4.
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  • 6. Constructing a Creative Brief Background Strategy Task Positioning Client’s Objectives Target Their current thoughts/feelings What do we want them to think/feel What do we want them to do Proposition Belief in proposition How we speak to them
  • 7. Styles of Creative Advertising
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.