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23 Cards in this Set
- Front
- Back
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What does the copywriter do? |
develop the VERBAL message |
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What does the art director do? |
Develops the NONVERBAL message |
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What does the creative director do? |
Is in charge of the final creative product. |
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What three roles make up the creative team? |
The copywriter, the creative director and the art director. |
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What two dimensions make great ads? |
Audience impact and Strategic relevance |
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What is audience impact? |
When the ad resonates with the audience. |
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What's a negatively originated motive? |
It is highly informational and offers relief to some problem. |
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What is a positively originated motive? |
It is a highly transformational ad and uses positive reinforcement to offer a reward. |
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What is strategic relevance? |
The reinforcement of an idea that is relevant to the brand's product. Ex: The Taco Bell chihuahua was not relevant to Taco Bell's product. |
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What is a creative brief? |
The creative team's guide to writing and producing a campaign. |
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What is a rational appeal? |
appeals directed to the consumer's logic, practical and functional needs for the product. |
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What is emotional appeal? |
appeals directed to the consumer's psychological, social and symbolic needs. |
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How does creativity help IMC campaigns? |
1. Helps messages inform the customers. 2. Helps messages persuade the customers. 3. Helps messages remind the customers. 4. Helps put the boom factor (punchline) in it.
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What is hard thinking? |
concepts of logic, reason, precision, consistency and work. |
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What is soft thinking? |
concepts of metaphors, dreams, humor, ambiguity, etc. |
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What is fact-based thinking? |
Fragmenting concepts into components to and analyzing situation to discover the one best solution.
Linear thinkers and facts and figures. |
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What is value-based thinking? |
decision making based on intuition, values and ethical judgements.
Better able to embrace change, conflict and paradox. |
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What are the steps in the Creative Process? |
1. The Explorer 2. The Artist 3. The Judge 4. The Warrior |
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What is the role of the Explorer? |
Examines the information available to develop an insight outlook. |
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What is brainstorming? |
the process in which two or more people get together to generate new ideas. |
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What is the role of the Artist and what do they use to help them accomplish it? |
1. Search for the big idea 2. Implement it.
Use the creative pyramid.
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What are the components of the creative pyramid? Start from the base and work up. Hint: there are 5 steps. |
1. Get the consumer's attention. 2. Get the consumer's interest. 3. Make the customers believe in your credibility. 4. Get the consumer to desire your product. 5. Get the consumer to take action. |
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What is the role of the Judge? |
to evaluate and |
