Creative Execution

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Title: Creative Execution

Essay Details:

Subject: American History

Author: Barney L

Date: June 4, 2013

Level: University

Grade: B

Length: 2 / 317

Essay text:

Write a copy platform ? 2. Develop a creative concept ? 3. Choose an approach What is a "copy platform?" ? a written statement of objectives and a summary of information for an ad or ad campaign. ? List product's selling points and benefits What is a creative concept? ? an idea that provides a basis for the selection and arrangement of ad materials ? The big idea ? unifying theme ? communicates your "selling message” Writing the Ad--OBJECTIVE ? A - command attention ? I - sustain interest ? D - create desire ? C - cause conviction ? A - instigate action The Creative Execution The competitive edge Connecting with the head and heart What is the "Big Idea?” ? A selling premise ? A unifying theme Identifies the: o adv...

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