Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

8
Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

Transcript of Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

Page 1: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

Copy, Design and Creativity

Chapter 1

© 2013 SAGE Publications, Inc.

Page 2: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

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.

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.

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

Page 5: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

Integrated Marketing communication

Page 6: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

AIDA

• Awareness• Interest• Desire• Action

Page 7: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

Know this…

• People do not buy THINGS, they buy SATISFACTION of WANTS and NEEDS

Page 8: Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

Maslow’s hierarchies

(respect of others, satisfaction)

Social