Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc.

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Presentation transcript:

Copy, Design and Creativity: The Nature of Our Business 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 © 2013 SAGE Publications, Inc.

Golden Age of Advertising Emphasis on brands Twist in visuals/copy New design styles © 2013 SAGE Publications, Inc.

Creative Team Creative director Copywriter Art Director/designer Production artist Producer Web developer Production manager © 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 © 2013 SAGE Publications, Inc.

Controlling the creative process 1.Get the facts 2.Brainstorm 3.Rough layouts 4.Find visuals 5.Work with the team 6.Present internally 7.Sell the client 8.Execute the concept 9.Ensure continuity 10.Evaluate and improve © 2013 SAGE Publications, Inc.

Creative Career Path Copywriter for life Creative management Account service Account planning Promotion manager Public relations writer Internal ad department Web writer/developer Social media/blogger Freelance writer Consultant © 2013 SAGE Publications, Inc.

Integrated Marketing communication © 2013 SAGE Publications, Inc.

AIDA Awareness Interest Desire Action © 2013 SAGE Publications, Inc.

Know this… People do not buy THINGS, they buy SATISFACTION of WANTS and NEEDS © 2013 SAGE Publications, Inc.

Maslow’s hierarchies (respect of others, satisfaction) Social © 2013 SAGE Publications, Inc.

Examples France © 2013 SAGE Publications, Inc.

USA © 2013 SAGE Publications, Inc.

USA © 2013 SAGE Publications, Inc.

Dubai USA © 2013 SAGE Publications, Inc.

Australia Norway © 2013 SAGE Publications, Inc.

USA Student work-USA © 2013 SAGE Publications, Inc.

USA India © 2013 SAGE Publications, Inc.

Philippines USA © 2013 SAGE Publications, Inc.

USA © 2013 SAGE Publications, Inc.