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Flashcards in chapter7 Deck (12)
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1

divergence

how novel, how something stands out.

2

the creative process when it comes to creating/being creative in ads

immersion - read background information regarding the problem
digestion - work the information over in one's mind
incubation - get away and let ideas develop
verification - study and refine the idea to see if it is a practical solution

3

account planning

conducting research and gathering all relevant informatio about a clients product or service, brand and consumers in the target audience.

4

research

learns as much about audience, target audience, product, competitioon, anything else relevant.

5

general preplanning input

putting together things that would help them get info, libraries, books, publications, internet. kinda what u did for the troll farm, internet research agency stuff.

6

product/service preplanning input

get info on how consumers buy and consume this product.

7

quantitative research

attitude studies, market structure, etc

8

qualitative research

find causes of underlying causes of such consumer behaviour. association tests, in depth interviews . find fears, motivations etc.

9

focus groups

target consumers lead thru discussions .

10

storyboard

series of drawings used to present visual plan or layout of a proposed commercial.

11

animatic

videotape of the storyboard along with an audio soundtrack .

12

creative brief

specifies basic elements 0f the creative strategy and other relevant information.