Join Jane Barratt for an in-depth discussion in this video Crafting your message, part of Advertising Fundamentals.
- When I was studying Advertising, I had a teacher…who'd been a creative director for 30 years.…His words about creative drove me through my whole career.…He would say, "Right now, you students don't know…"the difference between good work and great work,…"and most of you never will."…I spent 20 years around the work…and most of what I saw was good or very good…but great work is hard to tell, and you know why?…Because you can only ever really know in hindsight.…
The most brilliant creative work is useless…unless it does the job that it was employed to do.…In this video, I want to share the building blocks…of a great piece of communication regardless of media…and give tips on how guide a creative process…and judge the work.…First, the basic building blocks of any piece…of communication are Concept.…What's the idea behind the ad?…Visual design, what does it look like?…Is it photography, illustration, headline, logos?…Copy, what do the words say whether it's scripted for audio…visual media or written for digital and printed media,…
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- Defining your audience
- Crafting your message
- Placing your ad
- Establishing a digital, competitive, and editorial presence
- Working with advertising partners
- Working with an ad agency