广告创意与策略_英文

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1、广告创意与策略CREATIVITY:UNEXPEXTEDBUTRELEVANTSELLINGMESSAGESCreativitydefined:creativeadsmakearelevantconnectionbetweenthebrandanditstargetaudienceandpresentasellingideainanunexpectedway.let'sexaminecomponentsofthedefinition.a.creativeadsmakearelevantconnectionbetweenabrandanditstargetaudience・b.c

2、rativeadspresentssellingideac.crcativcadsarcunexpectedMedia:thenewcreativeinspirationWhenandwhereamesssagerunscanbeascreativeasthewordsandvisualsEveneverydayitemshavebccomcmcdiavehiclesAnumberofadvertisersplacemessagesinrestroomsinanattempttocapturepeople'sundividedattention・Awordofcaution:j

3、ustbecauseyoucanrunamessagenearlyeverywhere,itdoesn^tmeanyoushouldEvenmedia-saturatedcitieshavetheirlimitsAndit'snotjustcityofficialsthatpolicemessagesInspirationfromconsumersOnewaytoengageconsumersinyouradvertisingcampaignistoinvitethemtocreatetheirownadsAlthoughit'simportantthatadvertisers

4、connedtwiththeirconsumersjtdoesn'tmeantheyshouldgivetheirdetractorsfreeadspaceWinningoneofthesecreativechallengesisawonderfulwaytojumpstartyouradvertisingcareerThat'sentertainment,butisitadvertising?a.makesurethehumoriscentraltoyourproductmessageb.understandyouraudience'ssenseofhumorc.avoidh

5、umorthat'sattheexpenseofothersd.havefunwithyourproduct,butdon'tmakefunofite.don^tassumethatyouraudienceisstupidCelebrityendorsementsSomeofthemostpopularcommercialsfeatureawho'swhoofpopculture.a.theyhavestoppingpowerb.fansidolizecelebritiesc.peoplearcfasinatedaboutthepersonallivesofcelebritie

6、sd.theiruniquecharactersticscanhelpcommunicatethesellingideae.they,reperceivedasexpertsintheirfieldsf.they9reexpensiveg.they9reoftenaquickfix,notalong-termstrategyh.thcymaylackcredibilityi.theymayendorsesomanyproductsthatitconfusespeoplej.theycanovershadowthemessagek.badpressaboutthecelebrit

7、ycanhurtthesponsorRegulationsa.konwthediffereneebetweenpufferyanddeceptionb.ifyoumakeaclaim,bepreparedtosubstantiateitc.don^tcopycreativeideasfromothercampainsd.don^tcopyotherpeople’slikenesse.respectothercompanies9trademarksf.watchwhatyousayinfron