Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.
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Transcript of Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.
![Page 1: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.](https://reader036.fdocuments.us/reader036/viewer/2022062517/56649f185503460f94c2f5b9/html5/thumbnails/1.jpg)
Copy, Design and Creativity
Chapter 1
© 2013 SAGE Publications, Inc.
![Page 2: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.](https://reader036.fdocuments.us/reader036/viewer/2022062517/56649f185503460f94c2f5b9/html5/thumbnails/2.jpg)
Who wants to be creative?
• Account executive• Account planner• Media buyer/planner• Blogger• Social media• Designer, art director• Broadcast producer
![Page 3: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.](https://reader036.fdocuments.us/reader036/viewer/2022062517/56649f185503460f94c2f5b9/html5/thumbnails/3.jpg)
What does a copy writer do? (besides writing copy)
• Research• Client service• Producer• New business• Public relations• Internet content• Blog• Creative management• Project management
![Page 4: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.](https://reader036.fdocuments.us/reader036/viewer/2022062517/56649f185503460f94c2f5b9/html5/thumbnails/4.jpg)
Controlling the creative process
1. Get the facts2. Brainstorm3. Rough layouts4. Find visuals5. Work with the team6. Present internally7. Sell the client8. Execute the concept9. Ensure continuity10. Evaluate and improve
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Integrated Marketing communication
![Page 6: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.](https://reader036.fdocuments.us/reader036/viewer/2022062517/56649f185503460f94c2f5b9/html5/thumbnails/6.jpg)
AIDA
• Awareness• Interest• Desire• Action
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Know this…
• People do not buy THINGS, they buy SATISFACTION of WANTS and NEEDS
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Maslow’s hierarchies
(respect of others, satisfaction)
Social