Colin Sullivan by colin sullivan https://padlet.com/csully120/cxjeu6kt950ku3hh Video Playlist en-us 2021-11-06 19:02:31 UTC 2021-11-07 21:45:12 UTC hello@padlet.com What is a Creative Brief? csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871942685 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. ]]> 2021-11-06 20:07:48 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871942685 csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871945807  ]]> 2021-11-06 20:11:50 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871945807 How to Write an Effective Creative Brief csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871971742 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. ]]> 2021-11-06 20:43:55 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871971742 https://youtu.be/lZgM7Ix1qDE csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871972052  ]]> 2021-11-06 20:44:19 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871972052 Creative Brief Example: Cheetos csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871989320 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. ]]> 2021-11-06 21:06:16 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871989320 https://youtu.be/jp9NQTDYQ48 csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871989498  ]]> 2021-11-06 21:06:28 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1871989498 What Is CREATIVE STRATEGY? csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1872057507 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.]]> 2021-11-06 22:42:03 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1872057507 csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1872057812  ]]> 2021-11-06 22:42:31 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1872057812 Creative Strategy In Advertising - HP Example csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873308831 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. ]]> 2021-11-07 20:12:39 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873308831 csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873309298  ]]> 2021-11-07 20:13:03 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873309298 Creative Strategies For Direct Response Marketing csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873320833 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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]]> 2021-11-07 20:23:00 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873320833 csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873321907  ]]> 2021-11-07 20:23:52 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873321907 Hierarchy Of Effects Theory csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873348579 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. ]]> 2021-11-07 20:48:06 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873348579 csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873348870  ]]> 2021-11-07 20:48:24 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873348870 Response Hierarchy Models | AIDA Model | Hierarchy-Effect Model csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873357939 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. ]]> 2021-11-07 20:56:27 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873357939 csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873358408  ]]> 2021-11-07 20:56:53 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873358408 Get Your Head Right | Hierarchy of Effects | Ron Cox csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873408266 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. ]]> 2021-11-07 21:44:44 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873408266 csully120 https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873408680  ]]> 2021-11-07 21:45:12 UTC https://padlet.com/csully120/cxjeu6kt950ku3hh/wish/1873408680