广告创意与策划_广告创意与策划方案
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Howcan wecreatean unexpectedbutrelevant sellingmeages?
Creative ads makearelevant connectionbetweenthe brandandits targetaudience.Creativeadspresentasellingideas.Creativeadsareunexpected.Keepinmindthattheunexpected elementmaybe thechoiceof words,visuals,media, orallthere.TheGrant’suse ofURLsas acopydevice isunexpected,as istheuseofbar coasters,here,the mediachoicesare partofthe creativity.Whenand whereameage runscanbe ascreativeasthewords andvisuals.even everydayitemshave becomemediavehicles.Anumberofadvertisersplacemeages inanattempt tocapturepeople’s undividedattention.Aword ofcaution:just becauseyoucan runameage nearlyeverywhere,it doesn’tmeanyou should,youneedtoaskifthemediumis relevanttothe brandandtheconsumer.Evenmedia-saturatedcities havetheirlimits.Anditsnot justcityofficials thatpolicemeages.Oneway toengageconsumers inyouradvertising campaignisto invitethemto createtheirown ads.Althoughit’s importantthatadvertisers connectwiththeir consumers,itdoesn’t meantheyshould givetheirdetractors freeadspace.Winningoneof thesecreativechallenges isawonderful waytojump startyouradvertising career.Anothergreat waytobuild yourportfoliois toentera creativecompetition.Thehumor takesusby surpriseandshows asituationthat wecanempathize with,.Itcommunicates arelevant,unexpected, andmemorablemeage abouttheproduct, itgivesusa reasontobuy, itworks.Herearesometipson howtouse humorinadvertising:
Knowthe differencebetweenhumor andjokes.Relateto thehumanexperience.Makesure thehumoris centraltoyour productmeage.Understand youraudience’ense ofhumor.Avoidhumor that’satthe expenseofothers.Havefun withyourproduct, butdon’tmake funofit.Don’taume thatyouraudience itupid.Someof themostpopular commercialsfeatureawho’swho ofpopculture.Hereare regulationsyoushould knowbeforeyou createads:
Knowthedifference between pufferyanddeception.Ifyou makeaclaim, beprepareto substantiateit.Don’tcopy creativeideasfrom othercampaigns.Don’tcopyotherpeople’s likene.Respect other companies’trademarks.Watchwhat yousayin frontofchildren.2.What isthebasis for effectivecreativework? Andhowcanweget it ?
Findingfact is thebasisfor effectivecreativework.StepOne,Stateyour questions:beforeyoudoyour research,youneed todefinethe questionsorproblems.Bycarefullydefining yourquestions,you avoidgatheringirrelevant informationandwasting time.StepTwo,Digthrough secondarysources:once youhavea clearstatementof thequestion,look foranswersfrom informationthatexists incompanyrecords, tradeaociations,and librariesandon websites.StepThree,Conductprimary research:onceyou’ve exhaustedthesecondary sources,youwilllikelyfind youstillhave unansweredquestionsthat warrantprimaryresearch, here’swhereobservation, focusgroups,surveys,experiments, interviews, ethnography,projectivetechniques andonlineresearchcomein.Step Four,Interpret thedata:you cancollectmountains ofdata,butit’susele ifyoudon’t knowhowto interpretyourfinding.Futurestepsintheproce
After the information is gathered, the account executive or planner willprepare a creativebrief, also known as acreative strategystatement, togive tothewriter andartist.Thecreative teamusethis informationasinspiration todevelopnumerousideas orcreativeconcepts.
