Landa does a good job of giving the basics in advertising in the first chapter, defining specific types of advertisements and giving examples, like PSAs, cause advertising, and commercial advertising. These are important things to know in order to define your purpose. Next, Landa breaks down the team of who creates ads, usually a creative director and a copy writer. Then he gives the basics on a advertising agency, what happens there, the ethics, and what they do. This certainly is helpful.
Chapter 2 is about the project process. First he names six phases: overview, strategy, ideas, design, production, implementation. Overview means meeting with the client to learns about their needs. Here you would make a plan to address goals and objectives. In the next phase, strategy, there is a lot of reflection on data and gathered material. In this phase a creative brief is constructed. In phase three, ideas, where research, analysis, interpretation, interference, and reflective and creative thinking are involved. In the fifth phase, design, thumbnails, roughs, and client review are important. Production and implement ion are pretty self explanatory.
In chapter 3, Landa discusses creative thinking and tools that stimulate creative thinking. He names the basic ones-- brain storming, morphological method, and framing. He also mentions several other suggestions for generating ideas, all of which are helpful.
Chapter 4 is very relevant to this class because it ties everything together in talking about the brand idea. The branding idea is based on factors such as: the nature of the brand or group, the goals, the strategic brand personality, the target audience, what is important to them, and positioning.
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