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This is a perfect video to start with when learning about this topic. It does an excellent job of simply answering the question "What is a Creative Brief?". When viewing this video, students will learn about the key details to consider for a creative brief including audience, key messaging, tone and style. The video also includes the key fundamentals associated with a creative brief like what, when, and how much.

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How to Write an Effective Creative Brief

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How to Write an Effective Creative Brief

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I chose to include this video because the goal of the speaker in the video is to "bridge the gap" between creatives and marketing, which can be tricky in a lot of cases. It breaks down tips for writing an effective creative brief like for instance, why you should keep the brief to one page so it is concise and it doesn't get lost in complexity. Students can utilize these tips to write a better brief so the message doesn't get lost.

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How to Write an Effective Creative Brief

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This video dives into an example of a creative brief by reverse engineering the ad for Cheetos. It is good to examine an example because you learn about the different elements being applied to the ad to make it as effective as possible. It talks about the "Brief Formula" which sets up a consumer problem that the product can help address. Seeing a creative brief in context will give students a better understanding of what goes into an effective brief.

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This video starts off by explaining what creative strategy is which is the organizing plan of action for a creative idea. It goes through things like why it is important, when it is needed, and an example of of a good creative strategy. The video even includes when creative strategy is not helpful. There is plenty of helpful information in this video to help students have a better grasp of creative strategy.

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Creative Strategy In Advertising - HP Example

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Creative Strategy In Advertising - HP Example

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In this video, it breaks down the creative strategy behind HP's "Windows for Hope" campaign. I felt this was a good video to include because it dissects and explains how creative strategy is used in advertising and taking things into consideration like the business context, which is important to be aware of when partaking in creative strategy. Students will learn how outside influences can affect a business's sales and how to utilize creative strategy to solve that issue.

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Creative Strategy In Advertising - HP Example

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Creative Strategies For Direct Response Marketing

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Creative Strategies For Direct Response Marketing

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This video is a live talk being done by Tom Bates who is Snapchat's Lead Creative Strategist for Direct Response Marketing. This is a good video for learning about the use of creative strategy because it is a very popular app that viewers are most likely familiar with therefore making it easier to understand the effects of the creative strategies used by the company, because its probably worked on them as consumers. Tom Bates discusses the best practices and creative directions he has performed leading Snap’s Direct Response Creative Strategy team so students would learn a lot from this video.

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Creative Strategies For Direct Response Marketing

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This video examines the Hierarchy of effects theory which is extremely important in advertising. The hierarchy of effects theory was created as a navigation tool for advertisers to use in order to influence a consumer's decision making process. It breaks down things like the Attitude Components which are Affect, Behavior, and Cognition. It does an excellent job of explaining the stages of the hierarchy of effects so this is a great video to start with when learning about this topic.

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Hierarchy Of Effects Theory 👀 🧠 🤔 #ConsumerBehaviour #EducationForAll

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Response Hierarchy Models | AIDA Model | Hierarchy-Effect Model 

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Response Hierarchy Models | AIDA Model | Hierarchy-Effect Model 

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There are different response hierarchy models which includes the hierarchy of effects and in this video, it compares and contrasts the hierarchy of effects model with the other models like AIDA and Innovation-Adoption model. It talks about what the three stages for each of the models consist of and how they vary from one another. Students would not only learn about the hierarchy of effects model, but would also learn that there are other models out there.

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Response Hierarchy Models | AIDA Model | Hierarchy-Effect Model (Marketing video 85)

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Get Your Head Right | Hierarchy of Effects | Ron Cox

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Get Your Head Right | Hierarchy of Effects | Ron Cox

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This video is a clip from a round table discussion by Sales Globe featuring Ron Cox and they talk about the Hierarchy of effects and cognitive self awareness. Ron Cox explains an example of how it works from a consumer standpoint which is helpful for the development of an ad that utilizes the hierarchy of effects. He goes into detail about how everyone is trying to coach behaviors but there are things going on in people's heads that are driving behaviors that need consideration.

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Get Your Head Right | Hierarchy of Effects | Ron Cox