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1、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 ofURLsa
2、s acopydevice isunexpected,as istheuseofbar coasters,here,the mediachoicesare partofthe creativity. Whenand whereameage runscanbe ascreativeasthewords andvisuals.even everydayitemshave becomemediavehicles.Anumberofadvertisersplacemeages inanattempt tocapturepeoples undividedattention.Aword ofcaution
3、:just becauseyoucan runameage nearlyeverywhere,it doesntmeanyou should,youneedtoaskifthemediumis relevanttothe brandandtheconsumer.Evenmedia-saturatedcities havetheirlimits.Anditsnot justcityofficials thatpolicemeages. Oneway toengageconsumers inyouradvertising campaignisto invitethemto createtheiro
4、wn ads.Althoughits importantthatadvertisers connectwiththeir consumers,itdoesnt meantheyshould givetheirdetractors freeadspace.Winningoneof thesecreativechallenges isawonderful waytojump startyouradvertising career.Anothergreat waytobuild yourportfoliois toentera creativecompetition. Thehumor takesu
5、sby surpriseandshows asituationthat wecanempathize with,.Itcommunicates arelevant,unexpected, andmemorablemeage abouttheproduct, itgivesusa reasontobuy, itworks. Herearesometipson howtouse humorinadvertising: Knowthe differencebetweenhumor andjokes.Relateto thehumanexperience.Makesure thehumoris cen
6、traltoyour productmeage.Understand youraudienceense ofhumor.Avoidhumor thatsatthe expenseofothers.Havefun withyourproduct, butdontmake funofit.Dontaume thatyouraudience itupid. Someof themostpopular commercialsfeatureawhoswho ofpopculture. Hereare regulationsyoushould knowbeforeyou createads: Knowth
7、edifference between pufferyanddeception. Ifyou makeaclaim, beprepareto substantiateit. Dontcopy creativeideasfrom othercampaigns. Dontcopyotherpeoples likene. Respect other companiestrademarks. Watchwhat yousayin frontofchildren. 2.What isthebasis for effectivecreativework? Andhowcanweget it ? Findi
8、ngfact is thebasisfor effectivecreativework. StepOne,Stateyour questions:beforeyoudoyour research,youneed todefinethe questionsorproblems.Bycarefullydefining yourquestions,you avoidgatheringirrelevant informationandwasting time. StepTwo,Digthrough secondarysources:once youhavea clearstatementof theq
9、uestion,look foranswersfrom informationthatexists incompanyrecords, tradeaociations,and librariesandon websites. StepThree,Conductprimary research:onceyouve exhaustedthesecondary sources,youwilllikelyfind youstillhave unansweredquestionsthat warrantprimaryresearch, hereswhereobservation, focusgroups
10、,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 willp
11、repare 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 广告创意策划文案 广告创意策划文案 广告创意策划合同 广告创意与文案 本文来源：网络收集与整理，如有侵权，请联系作者删除，谢谢！第5页 共5页第 5 页 共 5 页第 5 页 共 5 页第 5 页 共 5 页第 5 页 共 5 页第 5 页 共 5 页第 5 页 共 5 页第 5 页 共 5 页第 5 页 共 5 页第 5 页 共 5 页第 5 页 共 5 页