copy, design and creativity: the nature of our business chapter 1 © 2013 sage publications, inc

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Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc.

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Page 1: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Copy, Design and Creativity: The Nature of Our Business

Chapter 1

Page 2: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Who wants to be creative?

• Account executive• Account planner• Media buyer/planner• Blogger• Social media• Designer, art director• Broadcast producer

Page 3: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Golden Age of Advertising

• Emphasis on brands• Twist in visuals/copy• New design styles

Page 4: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Creative Team

• Creative director• Copywriter• Art Director/designer• Production artist• Producer• Web developer• Production manager

Page 5: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

What does a copy writer do (besides writing copy?)

• Research• Client service• Producer• New business• Public relations• Internet content• Blog• Creative management• Project management

Page 6: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

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

Page 7: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Creative Career Path

• Copywriter for life• Creative management• Account service• Account planning• Promotion manager• Public relations writer• Internal ad department• Web writer/developer• Social media/blogger• Freelance writer• Consultant

Page 8: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Integrated Marketing communication

Page 9: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

AIDA

• Awareness• Interest• Desire• Action

Page 10: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Know this…

• People do not buy THINGS, they buy SATISFACTION of WANTS and NEEDS

Page 11: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Maslow’s hierarchies

(respect of others, satisfaction)

Social

Page 12: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Examples

France

Page 13: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

USA

Page 14: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc. USA

Page 15: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc. Dubai

USA

Page 16: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc. Australia

Norway

Page 17: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

USA

Student work-USA

Page 18: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

USA India

Page 19: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

Philippines

USA

Page 20: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

USA

USA

Page 21: Copy, Design and Creativity: The Nature of Our Business Chapter 1 © 2013 SAGE Publications, Inc

© 2013 SAGE Publications, Inc.

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