Flashcards in Chapter 10 Deck (12):
what is rational appeals and emotional appeal
§ Rational appeals: consumer’s practical, functional need for the product or service
§ emotional appeals: consumer’s psychological, social, or symbolic needs.
In a Creative bries what are the issues to consider
- behavior, geo/demo, psyco
- do they have specific wants or needs?
- What will satisfy them?
- Where and when?
should the message appear
- style/tone for the campaign
In a Creative Bries what are the brief elements?
- name of the brand and description of target consumer
- evidence that back up the products promise
A tone or brand Character Statement
- brand equity
A messages strategies is a simple decription and explanation of campaign's overall creative appriach.
but what are the 3 ways of doing it
what the message should say. Words!
mechanical outcome. Budget and scheduling limitation
There are two ways of thinking and they are????
An objective, rational fact-based manner
- E.g. study for a test
Qualitative intuitive value-based manner
- Buy a car.
The 2 thinking styles
- Black and white.
logical, reason, consistence work, analysis
- Many right answers
many shades of gray
The 2 thinking catgories
- Analyze and control - Not comfortable with ambiguous situations.
Likes logic, structure and efficiency
- intuition, values and ethical judgments.
Better at embrace change and conflict.
what does the explorer do in the creative process
Develop an insight
Know the objective
how to transforming a concept
what else the product might be?
Look at it backwards
join two ideas
one idea insted of another
break the rules
fool around - have fun
what is the bullets in the creative pyramid
what does the judge do in the creative process
They are managers.