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The notion of creative advertising презентация
Содержание
- 1. The notion of creative advertising
- 2. The notion of «creative advertising» The rapid
- 3. 2.1. Creativity: the strategy and tactics of
- 4. 2.1. Creativity: the strategy and tactics of
- 5. 2.2. Creativity in advertising: specificity Ad’s artwork Creative Creativity Creative work
- 6. 2.2. Creativity in advertising: specificity Creativity concept
- 7. 2.2. Creativity in advertising: specificity Creative process !drawing attention!
- 8. 2.3. Forms & functions of creative advertising Communicative image Original ideas of communication Aesthetic
- 9. 2.3. Forms & functions of creative advertising
- 10. 2.7. Structural components of creative advertising Marina Efremova
- 11. 2.7. Structural components of creative advertising
- 12. 2.7. Structural components of creative advertising
- 13. 2.7. Structural components of creative advertising
- 14. 2.7. Structural components of creative advertising
- 15. 2.7. Structural components of creative advertising
- 16. 2.7. Structural components of creative advertising
- 17. 2.7. Structural components of creative advertising
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.
Слайд 2The 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.
Слайд 32.1. Creativity: the strategy and tactics of war for a consumer
monitory
fight for profit
communication fight for preferences
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 customer
existence of a goal
predetermination of mass media
mass orientation
bind to time and place of spread
communicative form
identification of a customer
existence 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 buy
increase of sales
advertising’s budget savings
attracts attention
positive attitude towards brand
coexistence of product and advertising
disposes to make a buy
increase 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.
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.
(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
