Creative Execution
Essay specific features


Written by:
Suzie M
Date added:
November 24, 2014
Level:
University
Grade:
A
No of pages / words:
2 / 317
Was viewed:
6414 times
Rating of current essay:
Essay content:
Write a copy platform
? 2. Develop a creative concept
? 3. Choose an approach
What is a "copy platform?"
? a written statement of objectives and a summary of information for an ad or ad campaign.
? List product's selling points and benefits
What is a creative concept?
? an idea that provides a basis for the selection and arrangement of ad materials
? The big idea
? unifying theme
? communicates your "selling message”
Writing the Ad--OBJECTIVE
? A - command attention
? I - sustain interest
? D - create desire
? C - cause conviction
? A - instigate action
The Creative Execution
The competitive edge
Connecting with the head and heart
What is the "Big Idea?”
? A selling premise
? A unifying theme
Identifies the:
o adv...
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objective
o key customer benefit or product feature
o provides support
o USP or positioning
Developing the "Big Idea”
Creative plan (aka "the creative brief," or "creative platform")
• Objective and Appeal Considerations
? Appeal Considerations
Hard sell vs. Soft Sell
Lecture vs. Drama
• Format for messages
? Straightforward
? Demonstration
? Comparison
? Humor
? Problem
? Slice-of-life
? Spokesperson or testimonial
• Tone
? Angry, pushy, fear, friendly, warm, excited, etc...
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