Download Creative Strategy: Planning and Development

08
Creative Strategy:
Planning and Development
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Advertising Creativity
Creative
Strategy
Determining what the
advertising message will say
or communicate
Creative
Tactics
Determining how the
message strategy will be
executed
8-2
Determinants of Creativity
Divergence
Relevance
Originality
Ad-to-consumer
Flexibility
Brand-to-consumer
Elaboration
Synthesis
Artistic Value
8-3
Creative Personnel
Unconventional
Abstract
Less structured
Less organized
Intuitive
8-4
Young’s Creative Process
Immersion
Digestion
Get raw material and data, and
immerse yourself in the problem
Take the information, work it over,
wrestle with it in your mind
Incubation
Turn the information over to the
subconscious to do the work
Illumination
“Eureka! I have it!” phenomenon
Verification
Study the idea, evaluate it,
reshape it for practical usefulness
8-5
Wallas’ Creative Process Model
Illumination
Seeing the
Solution
Preparation
Gathering
Information
The
Creative
Process
Verification
Refining
the Idea
Incubation
Setting
Problem
Aside
8-6
Getting Creative Input
Read anything
related to the
product or
market
Conduct
studies of
product,
service,
audience
Use the
product to
become
familiar
with it
Work in and
learn about the
client’s
business
Listen to what
people are
talking about
Ask everyone
involved for
information
8-7
Branding Research
8-8
Input Verification and Revision
Objective
Techniques
•Evaluate ideas
•Reject the inappropriate
•Refine the remaining
•Give ideas final expression
•Directed focus groups
•Message communication studies
•Portfolio tests
•Viewer reaction profiles
8-9
An Advertising Campaign
Integrated
Interrelated
Marketing
Communication
Activities
Coordinated
In Different
Media
Centered on a
Theme or Idea
Over a Time
Period
8-10
The Creative Brief
•
•
•
•
•
•
Basic problem or issue the advertising
must address
Advertising and communications
objectives
Target audience
Major selling idea or key benefits
to communicate
Creative strategy statement
Supporting information and
requirements
8-11
Marketing Information Flow
Knowledge
of vital
marketing
information
Client/agency
communication
Client gatekeepers
(Brand manager)
Internal client
decision
to share
information
with agency
Internal agency
communication
Agency gatekeeper
(Account manager)
Creative staff
Agency gatekeeper
decision on sharing
client info with staff
Art is created
8-12
Search for a Major Selling Idea
Finding the
inherent drama
Use a Unique
Selling Position
Seeking the
Major Idea
Positioning
Create a Brand
Image
8-13
The Unique Selling Proposition (USP)
Benefit
Unique
Buy this
product/serv
ice and you
get this
benefit
Must be
unique to
this brand or
claim; rivals
can't or don't
offer it
Potent
Promise
must be
strong
enough to
move mass
millions
8-14
Positioning
Establish a particular
place in the
customer’s mind for
the product or service
Based on product
attributes/benefits,
price/quality, use or
application, type of
user, or problem
solved
8-15