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 facts2. Brainstorm3. Rough layouts4. Find visuals5. Work with the team6. Present internally7. Sell the client8. Execute the concept9. Ensure continuity10. 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