Creative Execution

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American History


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Suzie M


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November 24, 2014








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2 / 317


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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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