chapter 8 Flashcards
(20 cards)
Dean Rieck’s 11 traits
- courage to try new things
- use intuition and logic to make decisions
- like to play and have fun
- expressive and willing to share what they think & feel
- can find order in chaos
- motivated by tasks
- have a need to find solutions to challenging problems
- will change assumptions & ask hard ?’s to know what is real
- make connections b/t old ideas and produce new insights
- push to expand the boundaries of what is possible
- willing to test new ideas & compete with others based on results
creative thinking
a way of looking at problems or situations from a fresh perspective and suggesting unorthodox solutions
free association
think of a word or phrase then describe everything that comes to mind
brainstorming
come up with ideas as a group
creativity
delivering a relevant selling message in an unexpected manner, catches the attention
ROI
relevance, origional, impact
Relevance
consumer insight and brand insight?
related to lives
Original
one of a kind, fresh
Impact
grab attention
influence the audience to act
creative strategy
the creative concept is the overlying theme the creative executions will that through the campaign, Big Idea
Big 5 Idea ?’s by Ogiluy
- did it make me gasp when I first saw it?
- do I wish I thought of it myself?
- is it unique?
- does it fit the strategy to perfection?
- could it be used for 30 years?
feeling
softsell
thinking
hardsell
softsell examples
drama
teasers
humor
hardsell examples
demonstrations
lecture
comparison
problem-solution
drive perception
attention and awareness, interest, memorable
slogans
paraphrased in conjunctions with brand
help make it memorable
taglines
a phrase that is in conjunction with an AD campaign
logos
brand symbol
signatures
a distinct way of writing brand name
