1. Copy, Design and Creativity 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

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

4. 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

5. Integrated Marketing communication

6. AIDA Awareness Interest Desire Action

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

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