Creative

Doritos brand: 

Creative Brief 

  • Objective – what do you want to accomplish?
  • Target – who are we talking to?
  • Current position – what do they think now?
  • Reinforce current position or reposition?  What do we want them to think?
  • Benefits/features – why should they think this?
  • The One Thing – what is our message?

team workshops

March 10

Advertising Creativity
ADV 3101

Photographer? April 8, 9, 10

1

Emily PDQ

Erin Peacock

Derek Tampa Bay Rays

Yasmine Hershey’s

Maria Cold Stone

Dr. Kathy Fitzpatrick, Director, Zimmerman School of Adv and Mass Com

2

.

Consider your team

Consider a designated role

for each member

Will take lead

on specific responsibilities

Whole team participates

Thursday 10 March – hear your role decisions

3

Integrated brand campaign elements.

SWOT

Strategy

Big idea

Campaign executions

A presentation

A campaign book

Designated role responsibilities.
Everyone participates in everything!

Account Leader

Planner/Strategist

Creative Director*

*Copywriter/Art Director

Promotions/Guerilla Marketing Director

Acct Leader email me team members.

5

Designated role responsibilities.
Everyone participates in everything!

SWOT Acct Leader/Planner

Strategy Planner/Acct Leader

Big idea Creative Dir/Planner

Executions Creative team

Promotions/Guerilla Promotions Dir

Presentation Acct Leader/Team

Campaign book Acct Leader/Creative Dir

10 March Brand choices – class

Team roles

24 March SWOT, brief, early work – class

5 April Creative work – class

Prelim presentations – class

7 April Presentations – class

Campaign Books

12/14 April Team presentations

21 April Peer evaluations

Advertising Creativity
ADV 3101

Next class:
Social media
ch 12

22 March

Advertising Creativity
ADV 3101

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