Advertising theory (third edition) part 2
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Advertising theory (third edition) part 2
chapterWWW. downloadslide, net eightc Digital Vision RFcreating ads:strategy and processwww.downloadslide.netoonỉmueờ from p. 191Introduced in Chapter Advertising theory (third edition) part 2 r 7. Everyone knows that Walmart is synonymous with the concept of a "big box store." To the individual who is looking to save money but finds Walmart's offerings or shopping environment Just a bit ordinary. Target proudly proclaims "Expect more, pay less ’The slogan says it all. You'll save money a Advertising theory (third edition) part 2 t Target (compared to many retailers) and you'll have more fun shopping (compared to Walmart). The promise of a better shopping experience (the "expecAdvertising theory (third edition) part 2
t more" part of the equation) has been the key As retailer trade journalist Jeff Arlen asks. "Without Andy Warhol, could Target Stores exist as it is chapterWWW. downloadslide, net eightc Digital Vision RFcreating ads:strategy and processwww.downloadslide.netoonỉmueờ from p. 191Introduced in Chapter Advertising theory (third edition) part 2 e. Lots of the things you find at Target you can find at Walmart as well, but Target displays them with more style and space. And some things you can'tget at Walmart, or anywhere else—in-house lines like Labworks. Zutano Blue. Room 365. and TOO by Blu Dot.3Then, there is the red. Lots of red. As Mic Advertising theory (third edition) part 2 hael Francis, senior VP of marketing at the retailer, notes. "Trust US. red does go with everything • The strategy at Target IS to "own red," that is.Advertising theory (third edition) part 2
have the consumer associate the color with the brand.One way to communicate that Target owns red is through its retail stores. But the color plays a chapterWWW. downloadslide, net eightc Digital Vision RFcreating ads:strategy and processwww.downloadslide.netoonỉmueờ from p. 191Introduced in Chapter Advertising theory (third edition) part 2 a percentage of sales than does Walmart. Its ads are fun and quirky, in direct contrast to Walmart's more conservative approach Target's ads are also softer, focusing on lifestyle themes that suggest ways that products sold at Target help the shopper have a better and more fun life.The campaigns hav Advertising theory (third edition) part 2 e been remarkably effective, and have helped fuel Target's growth. Target's creative and captivating ads have helped the company position itself as aAdvertising theory (third edition) part 2
more enjoyable place to shop than Its biggest competitor. And that strategy has helped Target thrive even In the midst of Walmart's successes. ■108-1 chapterWWW. downloadslide, net eightc Digital Vision RFcreating ads:strategy and processwww.downloadslide.netoonỉmueờ from p. 191Introduced in Chapter Advertising theory (third edition) part 2 mpaign starts with human imagination. In most ad agencies, the people who first conceptualize the symbols. words, and images are the members of the creative team, rise team's copywriter develops the verba! message, the copy (words) within the ad. The copywriter typically works with an art director w Advertising theory (third edition) part 2 ho IS responsible for the Itoin erbal aspect of the192 PART 4 I The Creative Processwww.downloadslide.netSnghr colorful images. geometric shapes. andAdvertising theory (third edition) part 2
strong congests in both copy and graphics orc Qualities fữ' great treatise ods Not only do (trey successfully draw the render's attention. they help bchapterWWW. downloadslide, net eightc Digital Vision RFcreating ads:strategy and processwww.downloadslide.netoonỉmueờ from p. 191Introduced in Chapter Advertising theory (third edition) part 2 director Along wrth graphic designers and production artists, determines how the ad’s verbal and visual symbols wit fit together.creative director Head of a creative team of agency copywriters and artists who is assigned to a dient's business and who IS ultimately responsible for the creative produc Advertising theory (third edition) part 2 t—the form the final ad takes.creatives The people who work in the creative department, regardless of the specialtymessage, tile design, which determiAdvertising theory (third edition) part 2
nes the look and feel of the ad. Together, they work under the supervision of a creative director (ty pically, a former copywriter or ait diiectoi >. chapterWWW. downloadslide, net eightc Digital Vision RFcreating ads:strategy and processwww.downloadslide.netoonỉmueờ from p. 191Introduced in Chapter Advertising theory (third edition) part 2 erally referred to as creatives, regardless of then specialty.This chapter focuses on the creative process: how it's developed and how it relates to a company’s marketing and advertising strategy. But to ger a proper perspective on creativity, we need to understand the characteristics of great adver Advertising theory (third edition) part 2 tising.1.What does a copywriter do? What does an art director do?2.Who Is ultimately responsible for the creative product?LO8-2 Describe the characterAdvertising theory (third edition) part 2
istics of great advertising.CREATING GREAT ADVERTISINGWhat does someone mean when they say an ad is great? What would your definition be?Some of the cchapterWWW. downloadslide, net eightc Digital Vision RFcreating ads:strategy and processwww.downloadslide.netoonỉmueờ from p. 191Introduced in Chapter Advertising theory (third edition) part 2 ; Nike's "Just do it”; Apple's '‘1984”; and Coca-Cola's "The real thing.” What do these campaigns have in common that make them universally considered great?This IS a very important question, since a lot of research indicates that "ad liking" has a tremendous impact on "ad success ” But IS a likable Advertising theory (third edition) part 2 ad the same as a great ad?No matter the platform, great ads have certain things in common. We can lump most of these elements into two dimensions ofAdvertising theory (third edition) part 2
greatness: audience resonance and strategic relevance*chapterWWW. downloadslide, net eightc Digital Vision RFcreating ads:strategy and processwww.downloadslide.netoonỉmueờ from p. 191Introduced in ChapterchapterWWW. downloadslide, net eightc Digital Vision RFcreating ads:strategy and processwww.downloadslide.netoonỉmueờ from p. 191Introduced in ChapterGọi ngay
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