8 Creative Brief

__________ outlines the creative concept or __________ __________ stage

Every piece of creative – copy and layout – begins and ends with the __________

The creative team is made up of __________ and __________

The creative team is responsible for __________, __________, and __________

Who are the Creatives?

These two diverse minds sit down together with the creative brief in what are known as __________

An effective IMC creative series must be on __________ and on __________ both visually and verbally throughout the promotional mix. It must also be on __________

Remember the key consumer benefit section of the creative brief must become the __________

If the visual look and the verbal message are __________ and the __________ is not apparent on all pieces, the creative is off target and/or off strategy

Where does a good idea originate?

The creative brief begins the __________ stage

Concept

An idea that imaginatively solves the client’s advertising problem

Inherent Drama

Within the key consumer benefit lies the product’s __________

The construction of a visual cue rests with one very important design principle: __________

The verbal message consists of: __________, __________, __________

Headline

Screams out the feature & benefit associated with the KCB

Layout stage/ styles

One of the easiest ways an ad’s personality can be expressed or how its elements are featured in the design

Readability

Achieved when a viewer can read an ad at a glance

Legibility

Refers to whether in that short look, the reader understood the message

The choice of __________ should reflect the campaign personality of the product and the target’s personality

Type Styles: __________ and __________

Serifs, Sans Serif

Serifs

A typeface style that has delicate appendages or feet

Font

All the characters, numbers and punctuation that make up a typeface

Windows

When one word or a single sentence stands alone at the top of a column of test in an ad

Orphans

When one word in an ad is left on a line all by itself

The basic rule of thumb is __________ per design

The __________ chosen for any creative piece is important

The visual should take into consideration the __________ to be used as well as the __________ to be advertised

Stock art

Existing photographs that can be purchased

Spot Color

A B/W photo that features a small amount of color

________ are best used for ads pushing __________

Effective color choices can be used as design elements

Certain colors evoke specific emotions and can be used to set a mood or attract the eye