Instructor Manual - Adver�sing Design by Medium A Visual and Verb...

Instructor Manual (Lecture Notes and Assignments Only) for Adver�sing Design by Medium A Visual and Verbal Approach 1 st

Edi�on By R obyn Blakeman (All Chapters, 100% Original Verified, A

• Grade) 1 / 4

Chapter One Lecture Notes The Visual and Verbal Message is Grounded in Research

There are two basic types of research:

1.Qualitative.

2.Quantitative.The Marketing Plan is the Client’s Business Plan 1.The marketing plan organizes and analyzes the overall environment in which the brand will be seen and used.

2.Before any creative executions are undertaken, the client or marketer must first determine what they want to do—financially, strategically, and competitively.

3.It identifies the current market conditions by looking at any internal and external factors that could affect a brand’s success.

Creative Brief: The Creative Plan of Attack

1.The creative brief, also known as a copy platform, creative work plan, creative plan, or copy strategy, is the next step in the evolution of the marketing plan.

2.A small informative internal document.

3.Created by Account Management for the Creative Team. The brief serves as a road map for idea generation and visual/verbal development.What Makes Up a Creative Brief 1.Target Audience Profile a.Demographics.b.Psychographics.

Part 1: Lecture Notes 2 / 4

• Behavioristics.
• Geographics.
• Advertising or Communication Objectives
• 1-3 obtainable objectives.

b. Objectives can be affected by a brands lifecycle stage:

• New.

ii. Mainstream or Mature.iii. Reinvention.

• Target Analysis
• What they currently think about the brand?
• What you would like them to think about the brand?
• Why should the target believe it?
• Product Features and Benefits
• 5-7 Feature/Benefit combinations.
• Positioning of the Product
• A short description of the competing brand.
• A description of the brands similarities and differences as compared to your

client’s brand.

• A short description of their current advertising, specifically what is currently

being said and shown.

• Their key consumer benefit.
• A short description and overall appearance of their current logo, such as type,

colors, shape. 3 / 4

• A description of their current slogan or tagline if using one.
• A description of any unique graphics or color combinations used.
• If applicable a description of what their packaging looks like.
• Key Consumer Benefit (KCB)
• Unique Selling Proposition (USP).
• Big Idea.
• Creative Strategy
• Approach and Focus.
• Appeal and Focus.
• Tone
• Emotional and/or Rational Tone and Focus.
• Support Statement
• Needs to tightly support the Key Consumer Benefit.
• Slogan or Tagline
• Logo
• Detail Copy
• Amount of detail depends on the medium.
• Promotional Information
• Coupons.
• Order Forms.
• Contests.
• Sweepstakes.

Creatives Create The Words and Images Seen in Advertising

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