| advertising message | An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it—verbally or nonverbally.
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| art | The whole visual presentation of a commercial or advertisement—the body language of an ad. Art also refers to the style of photography or illustration employed, the way color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion.
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| art direction | The act or process of managing the visual presentation of an ad or commercial.
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| art director | Along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together.
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| Artist role | A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea.
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| big idea | The flash of creative insight—the bold advertising initiative—that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen.
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| brainstorming | A process in which two or more people get together to generate new ideas; often a source of sudden inspiration.
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| communications media | An element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser's message.
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| conceptualization | See visualization.
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| visualization | The creative point in advertising where the search for the "big idea" takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concept of how to communicate what needs to be said.
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| copywriters | People who create the words and concepts for ads and commercials.
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| creative brief | A written statement that serves as the creative team's guide for writing and producing an ad. It describes the most important issues that should be considered in the development of the ad (the who, why, what, where, and when), including a definition and description of the target audience; the rational and emotional appeals to be used; the product features that will satisfy the customer's needs; the style, approach, or tone that will be used in the copy; and, generally, what the copy will say.
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| creative director | Heads a creative team of agency copywriters and artists that is assigned to a client's business; is ultimately responsible for the creative product—the form the final ad takes.
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| creative process | The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.
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| creative pyramid | A five-step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. The five elements are: attention, interest, credibility, desire, and action.
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| creativity | Involves combining two or more previously unconnected objects or ideas into something new.
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| emotional appeals | Marketing appeals that are directed at the consumer's psychological, social, or symbolic needs.
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| Explorer role | A role in the creative process that searches for new information, paying attention to unusual patterns.
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| fact-based thinking | A style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution.
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| Judge role | A role in the creative process that evaluates the results of experimentation and decides which approach is more practical.
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| mandatories | The address, phone number, Web address, etc., that the advertiser usually insists be included within an ad to give the consumer adequate information.
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| message strategy | The specific determination of what a company wants to say and how it wants to say it. The elements of the message strategy include verbal, nonverbal, and technical components; also called rationale.
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| nonverbal | Communication other than through the use of words, normally visual.
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| product concept | The consumer's perception of a product as a "bundle" of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs. Also, as an element of the creative mix used by advertisers to develop advertising strategy, it is the bundle of product values the advertiser presents to the consumer.
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| rational appeal | Marketing appeals that are directed at the consumer's practical, functional need for the product or service.
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| target audience | The specific group of individuals to whom the advertising message is directed.
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| technical | One of the three components of message strategy, it refers to the preferred execution approach and mechanical outcome including budget and scheduling limitations.
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| transformational motives | Positively originated motives that promise to "transform" the consumer through sensory gratification, intellectual stimulation, and social approval. Also called reward motives.
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| value-based thinking | A style of thinking where decisions are based on intuition, values, and ethical judgments.
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| verbal | Words, written or spoken.
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| visualization | The creative point in advertising where the search for the "big idea" takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concept of how to communicate what needs to be said.
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| Warrior role | A role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.
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