Chapter 2

A Seven-Step Method for Developing a Creative Concept

Key Terms

analytic steps

ethos or an appeal to ethical

logos, an appeal to reason

axiom

values

and argument

behavioral objective

seven-step method

meta-writing

communication

first-person plural

motivational objective

objective

first-person singular

pathos, an appeal

communication problem

friedmann’s first law of

to emotion

communication strategy

media communication

present tense

content

friedmann’s second law of

psychographics

copy platform

media communication

public policy problem

creative concept

hopefully

target audience

demographics

informational objective

which medium

 

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