copy, design and creativity: the nature of our business chapter 1 © 2013 sage publications, inc
TRANSCRIPT
© 2013 SAGE Publications, Inc.
Copy, Design and Creativity: The Nature of Our Business
Chapter 1
© 2013 SAGE Publications, Inc.
Who wants to be creative?
• Account executive• Account planner• Media buyer/planner• Blogger• Social media• Designer, art director• Broadcast producer
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Golden Age of Advertising
• Emphasis on brands• Twist in visuals/copy• New design styles
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Creative Team
• Creative director• Copywriter• Art Director/designer• Production artist• Producer• Web developer• Production manager
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What does a copy writer do (besides writing copy?)
• Research• Client service• Producer• New business• Public relations• Internet content• Blog• Creative management• Project management
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Controlling the creative process
1. Get the facts2. Brainstorm3. Rough layouts4. Find visuals5. Work with the team6. Present internally7. Sell the client8. Execute the concept9. Ensure continuity10. Evaluate and improve
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Creative Career Path
• Copywriter for life• Creative management• Account service• Account planning• Promotion manager• Public relations writer• Internal ad department• Web writer/developer• Social media/blogger• Freelance writer• Consultant
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Integrated Marketing communication
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AIDA
• Awareness• Interest• Desire• Action
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Know this…
• People do not buy THINGS, they buy SATISFACTION of WANTS and NEEDS
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Maslow’s hierarchies
(respect of others, satisfaction)
Social
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Examples
France
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USA
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USA
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Norway
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USA
Student work-USA
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USA India
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Philippines
USA
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USA
USA
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