Creativity for Advertising: Generate Strong Concepts from Scratch
Research: knowing what you sell
A course by Alina Alvarez Etchegaray , Creative Director for Advertising
Joined March 2016
Joined March 2016
About the video: Research: knowing what you sell
Overview
“Now I am going to show you how to research the industry, the target and the competition with some recommended sources to do it. ”
In this video lesson Alina Alvarez Etchegaray addresses the topic: Research: knowing what you sell, which is part of the Domestika online course: Creativity for Advertising: Generate Strong Concepts from Scratch. Explore the ins and outs of the advertising industry and learn to develop strong concepts and creative proposals that impact your audience.
Partial transcription of the video
“Research: knowing what you sell Bill Bernbach, founder of DDB and a very important creative in history, He said that the magic is in the product. If you see the Volkswagen ads, which are some of the most iconic ads in history, You will see that everything they said was always focused on the product. If we look at the first of these examples, the small car appears and says: "Think small". At that time all the cars of the competitors they were big, they were square, they had to attract attention and they had to prove that the owner had money to buy them. The Volkswagen appears and it was a sm...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Creativity for Advertising: Generate Strong Concepts from Scratch
-
Category
Marketing & Business -
Areas
Advertising, Content Marketing, Marketing, Social Media
Alina Alvarez Etchegaray
A course by Alina Alvarez Etchegaray
Alina Álvarez Echegaray is a creative advertising director from Mexico. She has worked on a wide range of projects and with various agencies, from traditional advertising like television, radio, and out-of-home, to events, activations, and, above all, online advertising. She is currently creative director at a start-up, building brands with a modern outlook.
Throughout her career in the advertising industry, she has collaborated with big-name brands including Samsung, Luuna, Heineken, adidas, Doritos, MINI, Novartis, Oreo, Ritz, Moët Chandon, 7up, Aspirina, and Salesforce. She has been recognized with awards such as ASPID and IAB Mixx as well as participated as part of the judges panel for Círculo de Oro, Círculo de Creativos de México, and Young Lions. She has also given talks at a number of universities and companies across Mexico.
- 100% positive reviews (24)
- 944 students
- 14 lessons (1h 55m)
- 24 additional resources (6 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch
- Level: Beginner
- Unlimited access forever
