Unit 4 Discussion Topic 1 Integrated Marketing The person who shapes and designs the words in advertising is called a copywriter. “Copy” is the text of an

Unit 4 Discussion Topic 1 Integrated Marketing The person who shapes and designs the words in advertising is called a copywriter. “Copy” is the text of an ad or the words people say in a commercial. Copywriters begin with the strategy and creative brief. Then, working with the artistic help of an art director or creative director, the creative team brainstorms ideas to form magic words and powerful visuals that translate a message into an attention-grabbing and memorable communication with a target audience.

To start developing advertisements, you must first develop the strategy and brief of what you want to get across to the audience, ensuring the “creative brief” is designed for the specific mass media selected.

The message strategy is the primary tactic or approach used to deliver the message theme.

Unit 4 Discussion Topic 1

1. Write a one-line statement that best describes the Lexus UX — as viewed by the target market! You are looking for brevity and clarity of message.

2. Describe the primary appeal you are using for the message and explain why this appeal will work for your target market.

Must be at least 100 words.

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