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Creative Tactics Decisions

Objectives. To explain the process of ad production in agenciesTo understand the purpose and role of the creative brief in creative strategy and ad developmentTo explain the development process for print /radio/television ads from concept to production. The Production Process. Production Manager

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Creative Tactics Decisions

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    1. Creative Tactics Decisions Deanne Fisher Business 6210, Winter 2008

    2. Objectives To explain the process of ad production in agencies To understand the purpose and role of the creative brief in creative strategy and ad development To explain the development process for print /radio/television ads from concept to production

    3. The Production Process Production Manager responsible for keeping the project moving smoothly and under budget Duties include: Planning and organizing Directing and controlling Responsible for all element of production Concept development Development of rough-ups for all media Production of all media materials including print, radio, television, web etc. Work in conjunction with creative directors and producers

    4. The Role of the Creative Brief Creative Brief is King Every creative journey has to start with an understanding of where we are and where we want to get to. In other words, it has to start with a creative brief. Not just for the sake of being creative Always has to start with an objective and a strategy What do we need to achieve? How are we going to do it?

    5. The Role of the Creative Brief Great creative ideas are media-agnostic The point of the brief is to develop the “Big Idea” The brief should guide the direction for the development of the “Big Idea” The “idea” should be appropriate no matter what media Brief was be strategic and must not focus on one media No such thing as a great brief …only a brief which leads to a great creative idea

    6. Essential Elements of Creative Briefs Different styles and formats, but most briefs ask the same essential questions: What is the objective and role of communications? What do we want people to do differently and why? Who precisely is the target audience and what is the shared emotional need or desire the brand can best address? What is the role of the brand? What is the proposition What is the support or reason to believe this? What is the unique personality of the brand? See Handout

    7. Print Production Process Four Phases: Preproduction Production Prepress Printing

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