2023年广告创意与策划.docx

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1、2023年广告创意与策划 Howcan wecreatean unexpectedbutrelevant sellingmeages? Creative ads makearelevant connectionbetweenthe brandandits targetaudience.Creativeadspresentasellingideas.Creativeadsareunexpected.Keepinmindthattheunexpected elementmaybe thechoiceof words,visuals,media, orallthere.TheGrantsuse of

2、URLsas acopydevice isunexpected,as istheuseofbar coasters,here,the mediachoicesare partofthe creativity. Whenand whereameage runscanbe ascreativeasthewords andvisuals.even everydayitemshave becomemediavehicles.Anumberofadvertisersplacemeages inanattempt tocapturepeoples undividedattention.Aword ofca

3、ution:just becauseyoucan runameage nearlyeverywhere,it doesntmeanyou should,youneedtoaskifthemediumis relevanttothe brandandtheconsumer.Evenmedia-saturatedcities havetheirlimits.Anditsnot justcityofficials thatpolicemeages. Oneway toengageconsumers inyouradvertising campaignisto invitethemto createt

4、heirown ads.Althoughits importantthatadvertisers connectwiththeir consumers,itdoesnt meantheyshould givetheirdetractors freeadspace.Winningoneof thesecreativechallenges isawonderful waytojump startyouradvertising career.Anothergreat waytobuild yourportfoliois toentera creativecompetition. Thehumor t

5、akesusby surpriseandshows asituationthat wecanempathize with,.Itcommunicates arelevant,unexpected, andmemorablemeage abouttheproduct, itgivesusa reasontobuy, itworks. Herearesometipson howtouse humorinadvertising: Knowthe differencebetweenhumor andjokes.Relateto thehumanexperience.Makesure thehumori

6、s centraltoyour productmeage.Understand youraudienceense ofhumor.Avoidhumor thatsatthe expenseofothers.Havefun withyourproduct, butdontmake funofit.Dontaume thatyouraudience itupid. Someof themostpopular commercialsfeatureawhoswho ofpopculture. Hereare regulationsyoushould knowbeforeyou createads: K

7、nowthedifference between pufferyanddeception. Ifyou makeaclaim, beprepareto substantiateit. Dontcopy creativeideasfrom othercampaigns. Dontcopyotherpeoples likene. Respect other companiestrademarks. Watchwhat yousayin frontofchildren. 2.What isthebasis for effectivecreativework? Andhowcanweget it ?

8、Findingfact is thebasisfor effectivecreativework. StepOne,Stateyour questions:beforeyoudoyour research,youneed todefinethe questionsorproblems.Bycarefullydefining yourquestions,you avoidgatheringirrelevant informationandwasting time. StepTwo,Digthrough secondarysources:once youhavea clearstatementof

9、 thequestion,look foranswersfrom informationthatexists incompanyrecords, tradeaociations,and librariesandon websites. StepThree,Conductprimary research:onceyouve exhaustedthesecondary sources,youwilllikelyfind youstillhave unansweredquestionsthat warrantprimaryresearch, hereswhereobservation, focusg

10、roups,surveys,experiments, interviews, ethnography,projectivetechniques andonlineresearchcomein. Step Four,Interpret thedata:you cancollectmountains ofdata,butitsusele ifyoudont knowhowto interpretyourfinding. Futurestepsintheproce After the information is gathered, the account executive or planner willprepare a creativebrief, also known as acreative strategystatement, togive tothewriter andartist.Thecreative teamusethis informationasinspiration todevelopnumerousideas orcreativeconcepts. 广告创意与策划 广告创意与策划 广告创意与策划 广告创意与策划 广告创意与策划论文 广告创意与策划考点总结 广告创意策划合同 广告创意策划文案 广告创意策划文案 广告创意与文案