Professional Documents
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CREATIVE CONNECTION
SOUL OF ADVERTISING SHOW AND TELL / COPY AND VISUALS CATALYST TO MARKETING DEFINING ADVERTISING / BLENDING WORDS AND ART IMPORTANCE OF COPY
TYPES OF COPY
AD COPY STRATEGY
CLIENT WHAT YOU NEED TO KNOW ABOUT HIM PRODUCT RESEARCH IT THOROUGHLY TARGET AUDIENCE CUSTOMER PROFILE BUYING MOTIVES LEVELS OF MOTIVATION CONNECTION BETWEEN VERBAL / VISUAL COPY STRATEGIES COPY APPEALS
SELLING PROCESS
A & I
SUB HEADLINES
AD CAMPAIGN
PLANNING ADVERTISING THE CAMPAIGN COPY VISUALS AND USE OF SOFTWARES PROCEDURES FOR DEVELOPING CONCEPTS FOR CAMPAIGNS AND COPY STEPS TO DEVELOP CAMPAIGN CONCEPTS MARKETING COMMUNICATIONS: FUNCTION & RELATIONSHIPS CAMPAIGN OBJECTIVES: BRANDING BRANDING VS AWARD WINNING ADVERTISING CAMPAIGN CONCEPTS
VISUALISATION OF IDEAS
MAKING THE VERBAL / VISUAL CONNECTION SOURCES FOR CREATIVE IDEAS DEVELOPING IDEAS VISUAL THINKING APPROACH TO IDEA VISUALISATION
SOURCE OF CONCEPTS
WAYS TO VISUALISE
VIZTHINK EXERCISES
COMPOSITION
PACKAGING
SALES PRESENTATION
DIRECT MAIL
AMABILE MODEL
CREATIVITY
EXPERTISE
MOTIVATION
EXPERTISE = KNOWLEDGE
MOTIVATION = THE DESIRE OR DRIVER FOR WHAT WE WILL ACTUALLY DO i.e. TO SOLVE A PROBLEM
EXTRINSIC - OFFERING MONEY AS REWARD OR THREATS; THESE ARE CONSIDERED BEST BY MANAGERS AND USED MOST OFTEN
INTRINSIC COME FROM WITHIN A PERSON FACTORS LIKE PASSION AND SELF-INTEREST; WHEN PEOPLE ARE INTRINSICALLY MOTIVATED THEY WORK BEST AND ENJOY THE CHALLENGES THAT COME THEIR WAY