Contemporary Advertising & IMC


Contemporary Advertising and Integrated Marketing Communications by Arens 13th Ed.

Contemporary Advertising and Integrated Marketing Communications by Arens 13th Ed.

p. 336

Objectives

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The Creative Team: The Originators of Advertising Creativity

What Makes Great Advertising?

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The Resonance Dimension

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p. 341

The Relevance Dimension

Formulating Advertising Strategy: The Key to Great Creative

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P. 342 Writing the Creative Brief (Copy Platform)

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P. 343 Elements of Message Strategy

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p. 344 How Creativity Enhances Advertising

What is Creativity?

The Role of Creativity in Advertising

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p. 345

Creativity Helps Advertising Persuade

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p. 346

Creativity Helps Advertising Remind

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p.347

Creativity Puts the “Boom” in Advertising

Understanding Creative Thinking

Styles of Thinking

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p. 348

Fact-based versus Value-based thinking

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How Styles of Thinking Affect Creativity

The Creative Process

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p. 350

The Explorer Role

Develop On Insight Outlook

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p. 351

Know the Objective

Brainstorm

The Artist’s Role: Developing and Implementing the Big Idea

Task 1 Develop the Big Ideas

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p. 352

Transforming the Concept: Do something to it

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p. 353

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Blocks to Creativity

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Task 2: Implement the Big Idea

The Creative Pyramid: a Guide to Formulating Copy and Art

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p. 357

Attention

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p. 358

Interest

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p. 359

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p. 360

Credibility

Desire

Action

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p. 361

The Judge Role: Decision Time

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p. 362

The Warrior Role: Overcoming Setbacks and Obstacles

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65 Comments

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