EXAM 2 ISC 161

Creative brief

Small internal document developed from the marketing plan. Created by the account exec. It dissects the product/service for the creative team by introducing KCB, target audience, defines objectives and benefits.

Components of a creative brief

target audience, profile, communication objectives, product features/benefits, product positioning, KCB; USP or BIG IDEA, slogan, tagline, logo

What is a unique selling point?

a specific product focused feature that sets your offer apart from competitors

Big idea

overarching creative concept/ emotional narrative bringing campaign to LIFE

Tactics

detailed actionable steps including channels budget timing, etc.

strategies

plan of actions designed to attain media objectives. how you will achieve objective

objectives

what you want to achieve

Creative briefs we discussed in class

Hush puppies (shoes), paypal, quaker oats

Account Planner

conduct research and gather relevant information about clients, drive process from clients view

creative director

responsible for creative execution

art director

visual thinkers, aesthetic, design, style

copywriters

verbal storytellers

What is purpose of slogan

to express company/brand

Divergence

Ad contains elements that are novel, different, or unusual

Artistic value

artistic verbal impressions and attractive shapes and colors

Originality

element of divergence; ad elements are rare, suprising, move away from obvious, original

elaboration

element of divergence; extends basic ideas so they become more sophisticated

Synthesis

element of divergence; ad combines, connect, and blends unrelated ideas

story board

element of divergence; series of drawings that present proposed commercials visual layout

campaign theme

element of divergence; central message communicated in all ads/promos

Concept of storyboard

series of drawings that present a proposed commercial visual layout

Purpose of media planning

know coverage, develop framework that delivers a message to target audience in an efficient, cost-effective manner.

media objectives

goals used to formulate and organize media plan and what to achieve

media strategies

plans of outcomes deisgned to attain media objectives, how you will achieve objective

Medium

category of delivery (tv, radio)

media vehicle

a specific carrier within a medium category

coverage

potential audience that might receive message through vehicle

frequency

number of times reciever is exposed to media vehicle in specific period

Sweeps week

time of year in which audience measures are taken (Feb, may july, nov)

reach

measures of numbers of different audience members exposed at least once to media vehicle

waste coverage

media coverage that reaches people who are not potential buyers and users

What are the 3 media scheduling methods

continuity, flighting, pulsing

Continuity

media scheduling method where regular pattern of advertising without gaps or non advertising periods

flighting

media scheduling methods where intermittent periods of advertising and non advertising

pulsing

media scheduling methods where maintain continuity, but promotional efforts are stepped up at times.