莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_09.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 9The Creative SideCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 3Principle: Great Creative Communicates a Truth about a Brand Key ObjectivesDescribe the role of creativity in integrated marketing communication.Explain creative thinking and how you get the Big Idea.Identify key message strategy approaches.Define issues affecting the management of creative strategy and its implementation. REI Makes a Bold Creative MoveWho would have thought that a retail company would close its 143 stores and pay its 12,000 employees to skip work on the day after Thanksgiving, Black Friday, the busiest shopping day of the year? That’s precisely what REI did. What is the Role of Creativity in IMC? What is the Role of Creativity in IMC? (1 of 3)Creativity can be defined as the generation of fresh ideas and solutions to current problems or challenges.You don’t have to be an artist to be creative. Consider the invention of new products and services.Creativity requires the ability to think like a problem solver and the courage to take risks and try something new. What is the Role of Creativity in IMC? (2 of 3)Creativity is a product of teamwork between:Account plannersCopywritersArt directorsSocial media and content directorsThe team works together to generate concept, word, and picture ideas. What is the Role of Creativity in IMC? (3 of 3)The creative director manages the creative process and plays an important role in focusing the strategy of ads.They also make sure the creative concept is strategically on target.Creative directors must be familiar with user experience (UX) design: interactive conversation about the brand. Urban Decay: Not Afraid to Take a Creative RiskThe distinctive feminine, dangerous, and fun personality of Urban Decay Cosmetics is seen in its packaging as well as its products’ names, like Naked Palettes and shade names: “Smog,” “Mildew,” and “Oil Slick.” The Art and Scien