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Creative Advert!s!ng
Содержание
- 1. Creative Advert!s!ng
- 2. The notion of «creative advertising» The rapid development
- 3. 2.1. Creativity: the strategy and tactics of
- 4. 2.1. Creativity: the strategy and tactics of
- 5. 2.2. Creativity in advertising: specificityAd’s artworkCreativeCreativityCreative work
- 6. 2.2. Creativity in advertising: specificityCreativity conceptRobert SternbergIntelligenceKnowledgeThe way of thinkingIndividual characteristicsEnvironmentImagination
- 7. 2.2. Creativity in advertising: specificityCreative process!drawing attention!
- 8. 2.3. Forms & functions of creative advertisingCommunicative imageOriginal ideas of communicationAesthetic
- 9. 2.3. Forms & functions of creative advertisingFunctions:high
- 10. 2.7. Structural components of creative advertisingMarina Efremova
- 11. 2.7. Structural components of creative advertising CREATIVE IDEA
- 12. 2.7. Structural components of creative advertising CREATIVE IDEA
- 13. 2.7. Structural components of creative advertising BIG IDEA makes the message distinctive, memorable and attention-getting.Marina Efremova
- 14. 2.7. Structural components of creative advertising ADVERTISING IDEA
- 15. 2.7. Structural components of creative advertising CREATIVE STRATEGY
- 16. 2.7. Structural components of creative advertising CREATIVE
- 17. 2.7. Structural components of creative advertising3 TYPES
- 18. Скачать презентанцию
The notion of «creative advertising» The rapid development of advertising communications in Russia’s recent history defines the renewed interest over revealing the mechanisms of creative activity.
Слайды и текст этой презентации
Слайд 32.1. Creativity: the strategy and tactics of war for a
consumer
monitory fight for profit
communication fight for preferences
Слайд 42.1. Creativity: the strategy and tactics of war for a
consumer
There are 6 pillars of the advertising’s phenomenon:
communicative form
identification of
a customerexistence of a goal
predetermination of mass media
mass orientation
bind to time and place of spread
Слайд 62.2. Creativity in advertising: specificity
Creativity concept
Robert Sternberg
Intelligence
Knowledge
The way of thinking
Individual
characteristics
Environment
Imagination
Слайд 82.3. Forms & functions of creative advertising
Communicative image
Original ideas of
communication
Aesthetic
Слайд 92.3. Forms & functions of creative advertising
Functions:
high efficiency of consumption
brand
interest
brand credibility
attracts attention
positive attitude towards brand
coexistence of product and advertising
disposes
to make a buyincrease of sales
advertising’s budget savings
Слайд 112.7. Structural components of creative advertising
CREATIVE IDEA – BIG IDEA
– ADVERTISING IDEA – CREATIVE STRATEGY – CREATIVE CONCEPT
Marina Efremova
Слайд 122.7. Structural components of creative advertising
CREATIVE IDEA - is an
idea which comes out with thorough planning to get the
desired result.Marina Efremova
Слайд 132.7. Structural components of creative advertising
BIG IDEA makes the message
distinctive, memorable and attention-getting.
Marina Efremova
Слайд 142.7. Structural components of creative advertising
ADVERTISING IDEA - organize and
shape beliefs of target audience/grabs audience mind.
Marina Efremova
Слайд 152.7. Structural components of creative advertising
CREATIVE STRATEGY (the myth of
the product) – the story behind the messages presented in
an advertisements. Helps create the desired behavioral response from the target market.Marina Efremova
Слайд 162.7. Structural components of creative advertising
CREATIVE CONCEPT – is
basically the framework in which the campaign has to be
situated.Criteria: consumer benefits, catching of interest, relevance, credibility, continuity, target group, creative brand strategy.
Marina Efremova
Слайд 172.7. Structural components of creative advertising
3 TYPES OF CREATIVE THINKING
IN ADVERTISING
(based on levels of inventiveness (Altshuller, G.S.)
Low level –
advertising design problems (copywriting, graphic design tools);Medium level – short-term tasks (ideological content, brand strategy);
High level – long-term goals in the brand development.
Marina Efremova
