ADV 390 exam 1 study guide

Creativity

A process involving both thinking and producing; the ability to make things original and meaningful.

James Webb Young's first step in the creative process

Gather raw material: collect inputs specific to the project and general interests.

Attacking the problem

Digesting material mentally and exploring different paths; described as 'washing a pig'.

James Webb Young's third step in the creative process

Step away from it: let your mind work on the problem while doing something else.

Birth of the idea

The breakthrough moment when the concept appears.

Cold, Gray Morning After

Reevaluating, sharing, and refining the idea after the initial breakthrough.

Bill Bernbach on advertising

You cannot be interesting unless you say things imaginatively, originally, and freshly.

Average daily ads seen

Approximately 7,000–10,000 ads per day.

Key trait of curious creative people

Interested in diverse topics and ask 'why?' or 'why not?'.

Expressive trait

Involves being driven to share work and elicit reactions.

Explorative trait

Involves experimenting and exploring what has never been done.

Emotional trait

Involves empathy and following instinct.

Courageous trait

Involves not letting fear of failure stop you.

Playful trait

Involves enjoying work and not taking oneself too seriously.

Challenging trait

Involves dissatisfaction with the status quo and desire for change.

Focused trait

Involves intense focus on tasks you care about.

Agency role connecting research to insights

Strategy (Account Planners).

Agency roles selecting channels and measuring performance

Media buyers and analysts.

Agency roles responsible for the Big Idea and ad execution

Creative team.

Focus of copywriters in advertising

Writing.

Creator of visual elements

Art Directors.

Leader of the entire creative process

Creative Directors.

Manager of the client and communications

Account Direction.

Other agency roles requiring creativity

Sales, project management, PR, digital specialties like UX/UI.

Purpose of a creative brief

Focus strategy, inspire the Big Idea, get client buy-in.

Ideal length of a creative brief

One page.

Common elements of a creative brief

Client, Target Audience, Goals, Insight, Main Message, Tone of Voice, Call to Action, Mandatories.

Element typically NOT included in a creative brief

Headlines.

What are brand guidelines?

Rules of a brand covering visual and written standards.

Difference between demographics and psychographics

Demographics: who a person is; Psychographics: what a person is like.

Insight in advertising

An 'A-ha' moment to understand customer motivations.

Creative Concept (Big Idea)

A simple, emotional, memorable theme or hook versatile across media.

Tips for concepting

Aim for 3 viable, distinct directions; get obvious ideas out of the way; use lightning rounds; keep egos out.

When to involve the strategist and account director

Strategist: beginning and middle; Account Director: beginning and end.

What does SLIP IT stand for?

Smile, Laugh, Informs, Provokes, Involves, Think.

Primary role of headlines

Grab attention and communicate the main message.

How should a headline relate to the visual?

Connect with and complement it.

Three basic types of print ads

Headline Only, Visual Only, Headline & Visual.

Body copy

Writing that picks up where the headline leaves off.

Types of headlines

Promise, Question, Testimonial, Challenge, Metaphor, Story (and others).

Difference between design and layout

Design: creative vision and visuals; Layout: arrangement of elements.

Eight elements of design

Logo/wordmark, typography, color, photography/imagery, information hierarchy, graphic elements, white space, balance.

What is information hierarchy?

Organizing content to guide the viewer's eye.

Purpose of white space

Visual breathing room and emphasis on important elements.

Color associated with optimism, warmth, and clarity

Yellow.

Ideal length of a resume

One page.

Format of a cover letter

1-3-3-1 format.

Content of second paragraph of a cover letter

Overview of personal brand or unique skill/story.

Essential for creative roles regarding portfolio

An online portfolio with at least 10 samples showing good ideas and variety.

What to do in an interview

Show curiosity, ask questions about the company, clients, and culture; demonstrate professional experience and fit.