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chapter eight Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Objectives_1 Discuss the meaning and importance of creativity Identify the members of the creative m and their primary responsibilities Tell how to differentiate great advertising from the ordinary Explain the role of the creative strategy and its principal elements 8-2 Objectives_2 Explain the purpose of the message strategy and how it differs from the creative strategy Describe the two basic styles of thinking Define the four roles people play at different stages of the creative process List several techniques creatives can use to enhance their creativity 8-3 The Creative Team Creative Director Art Director Copy Writer 8-4 What Makes Advertising Great? Audience Resonance Strategic Relevance 8-5 Strategy Advertising strategy describes a means to achieve advertising objectives through creative executions and media plans Creative strategy guides those responsible for creating advertising – – – – Creative brief Work plan Copy strategy Copy platform 8-6 Elements of the Creative Strategy Problem Objectives Benefits Special Requirements Target Support Brand’s Personality 8-7 Elements of the Message Strategy Verbal Nonverbal Technical 8-8 How Does Creativity Help Advertising? Creativity helps advertising to – – – – Inform Persuade Remind Impact 8-9 Creativity Affects Advertising Impact The tagline in this ad, “If you have a lot to explain, we have the best phone rates,” makes an impact that enhances the ad’s effectiveness. 8-10 Styles of Thinking Factbased Valuebased 8-11 Roles Creatives Play in the Process The Explorer The Warrior The Artist The Judge 8-12 The Explorer Role Examine existing information Review marketing and advertising plans Study the market, product, and competition Develop insight – Research – Brainstorming 8-13 The Artist Role Develop the BIG Idea – Visualization/ conceptualization – Transform or incubate the concept Implement the BIG Idea 8-14 Concept Transformation Techniques Adapt Imagine Reverse Connect Parody Compare Eliminate 8-15 Exhibit 8-1 The advertising pyramid reflects how people learn new information. The creative pyramid translates advertising objectives into copywriting objectives. 8-16 The Judge Role Evaluate the practicality of the ideas Decide whether to implement, modify, or discard ideas Be self-critical Avoid stifling artists’s imagination Assess risk involved with idea 8-17 The Warrior Role Carries the concept into action May require battles win approval for the concept Help the account managers sell the campaign to the client 8-18 5 Components of Selling Power Strategic Precision Savvy Psychology Slick Presentation Structural Persuasion Solve the Problem 8-19 Key Terms_1 Advertising objective Advertising message Art Art direction Artist role Benefit statement Big idea Brainstorming Brand personality Conceptualization Copy platform Copy strategy Copywriter Creative brief Creative director Creative process Creative pyramid 8-20 Key Terms_2 Creatives Creative strategy Creativity Explorer role Fact-based thinking Informational Judge role Mandatories Message strategy Problem Special requirements Support statement Target audience Transformational Value-based thinking Visualization Warrior role Work plan 8-21