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Advertising defined- ANSWER Paid, not personal, present & promote (ideas, goods, services)
History of Advertising-ANSWER Agency Beginnings: Post civil war - Took ads to newspaper, collect circulation, copywrite services (Tell us what you want to do and we'll write it + post it)
Brands began in the late 1800s 1890s: creation of slogans
History of Consumer Skepticism - fair, evidential information) ANSWER Not truthful -> skepticism -> FTC in 1914 (for
Creative Brief: Advertising Objective- ANSWER (quantifiable) What is the problem that needs to be solved?
Short (1-2 sentences)
le: increase # of followers by 20% at the end of Q1
Creative Brief: Target ANSWER Who is the consumer and what is their needs state?
Caricaturize your audience into one person, give detail
Ie: Charles is a BYU freshman who lives in Helaman...he wants to eat healthier but is always running late to class, etc.
Creative Brief: Insight-ANSWER What is in the mind of the consumer? How would they say it?
One sentence, first person, conversational
le: Cannon - I want more variety in my breakfast but I don't want to spend so much money on buying groceries all the time.
Creative Brief: Promise - ANSWER How can we solve the problem?
What must show up in the advertising, your positioning statement
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