Copy, Design and Creativity Chapter 1 © 2013 SAGE Publications, Inc.

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Presentation transcript:

Copy, Design and Creativity 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

What does a copy writer do? (besides writing copy) Research Client service Producer New business Public relations Internet content Blog Creative management Project management

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

Integrated Marketing communication

AIDA Awareness Interest Desire Action

Know this… People do not buy THINGS, they buy SATISFACTION of WANTS and NEEDS

Maslow’s hierarchies (respect of others, satisfaction) Social

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