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Creative Brief
A creative brief is a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. The document is usually developed by the requestor (in most cases a marketing team member) and approved by the creative team of designers, writers, and project managers. In some cases, the project's creative brief may need creative director approval before work will commence. Description In advertising agencies, creative briefs are written after the client briefs the agency (client brief). After receiving the client brief, the account manager is responsible to sort the data out to come up with a creative brief (may be in collaboration with creative director). The creative brief, consisting of a series of simple questions asked by the creative team and answered by the requestor, becomes the template for the creative execution. As the creative develops, there may be potential for it to move off track. If this happens, team mem ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Creative Professional
A creative professional who is also known as a creative specialist is a person who is employed for the extraction of skills in creative endeavors. Creative professions include writing, art, design, theater, television, radio, motion pictures, related crafts, as well as marketing, strategy, scientific research and development, product development, engineering, some types of teaching and curriculum design, and more. Since many creative professionals (actors and writers, for example) are also employed in secondary professions, estimates of creative professionals are often inaccurate. By some estimates, approximately 10 million US workers are creative professionals; depending upon the depth and breadth of the definition, this estimate may be doubled. History Although creative professionals have been a part of the workforce for more than 500 years, several events during the past decade have altered industry and public perception of these workers. The change in status began in the late ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Creative Director
A creative director (or creative supervisor) is a person who makes high-level creative decisions and, with those decisions, oversees the creation of creative assets such as advertisements, products, events, or logos. Creative director positions are often found within the television production, graphic design, film, music, video game, fashion, advertising, media, or entertainment industries, but may be found in other creative organizations such as web development and software development firms as well. A creative director is a vital role in all of the arts and entertainment industries and can be seen as another element in any product development process. The creative director may also assume the roles of an art director, copywriter, or lead designer. The responsibilities of a creative director include leading the communication design, interactive design, and concept forward in any work assigned. For example, this responsibility is often seen in industries related to advertisement. T ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising Management
Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability. Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product. Marketers use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Co ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Design Brief
A design brief is a document for a design project developed by a person or team (the ''designer'' or ''design team'') in consultation with the ''client/customer''. They outline the deliverables and scope of the project including any products or works (function and aesthetics), timing and budget. They can be used for many projects including those in the fields of architecture, interior design and industrial design. Design briefs are also used to evaluate the effectiveness of a design after it has been produced and during the creation process to keep the project on track and on budget. Some firms rely on them more than others but there is a move towards greater accountability in the design process and therefore many people find them most useful. They usually change over time and are adjusted as the project scope evolves. Often they are signed off by the client and designer at set stages in the project. A design brief may use the following layout: # Title page # Table of contents # Hi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing Communications
Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion. MC are made up of the marketing mix which is made up of the 4P's: Price, Promotion, Place and Product, for a business selling goods, and made up of 7P's: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business. Overview Marketing communications include advertising, promotions, sales, branding, campaigns, events, and online promotions. The process allows the public to know or understand a ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Creativity Management
Creativity is a phenomenon whereby something new and valuable is formed. The created item may be intangible (such as an idea, a scientific theory, a musical composition, or a joke) or a physical object (such as an invention, a printed literary work, or a painting). Scholarly interest in creativity is found in a number of disciplines, primarily psychology, business studies, and cognitive science. However, it can also be found in education, the humanities (philosophy, the arts) and theology, social sciences (sociology, linguistics, economics), engineering, technology and mathematics. These disciplines cover the relations between creativity and general intelligence, personality type, mental and neural processes, mental health, artificial intelligence; the potential for fostering creativity through education, training, leadership and organizational practices; the factors that determine how creativity is evaluated and perceived; the fostering of creativity for national economic benef ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
