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

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Presentation on theme: "Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc."— Presentation transcript:

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

2 Who wants to be creative? Account executive Account planner Media buyer/planner Blogger Social media Designer, art director Broadcast producer © 2013 SAGE Publications, Inc.

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

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

5 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.

6 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.

7 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.

8 Integrated Marketing communication © 2013 SAGE Publications, Inc.

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

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

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

12 Examples France © 2013 SAGE Publications, Inc.

13 USA © 2013 SAGE Publications, Inc.

14 USA © 2013 SAGE Publications, Inc.

15 Dubai USA © 2013 SAGE Publications, Inc.

16 Australia Norway © 2013 SAGE Publications, Inc.

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

18 USA India © 2013 SAGE Publications, Inc.

19 Philippines USA © 2013 SAGE Publications, Inc.

20 USA © 2013 SAGE Publications, Inc.

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