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This slide will give overview how to create ideas & other important steps at the time of making advertisement
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Integrated Marketing Communication(IMC) Prepared by
PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
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Advertising Creativity
Determining what the advertising message will say or communicateDetermining what the advertising message will say or communicate
CreativeStrategyCreativeStrategy
CreativeTacticsCreativeTactics
Determining how the message strategy will be executedDetermining how the message strategy will be executed
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Evaluation of Creative Work
“My children, Theobald and Lydie, are discussing the newest Lindsay Lohan ad for the Patch…I think they like it…even though they think Lindsay’s a slut.”
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Taglines That Set Vegas Part
What happens here, stays here Be anyone Your Vegas is Showing
Creative Planning Strategy & Development
What is Creativity:• Perhaps it is the most common used term in
advertisement. An effective ad is known as Creative ad.
• Advertising creativity is the ability to generate fresh, unique & appropriate ideas, that can be used as a solution to communication problem.
• It must be relevant to target audience.
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The Power Idea
Describable in a simple word or phrase
Describable in a simple word or phrase
Likely to attract the prospect’s attention
Likely to attract the prospect’s attention
Lets prospects vividly experience the goods
Lets prospects vividly experience the goods
Revolves around the clinching benefit
Revolves around the clinching benefit
Allows you to brand the advertisingAllows you to brand the advertising
Planning Creative Strategy
Planning Creative Strategy:Three factors must consider before planning
creative strategy
• The Creative Challenge• Taking Creative Risk• Creative Person
The Creative Challenge
The Creative Challenge:• Creativity in the advertising is the main issue
so ad must be in different segment
• The creative people must take all research, creative briefs, communication & other inputs before transferring it in ad.
Different Ideas
• Sales
• • “Its not
creative unless it sells”
Artists
“Only artistic value and originality count”
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The Perpetual Debate
Suits Artists
Only artistic value and originality count
It isn’t creative if it doesn’t sell
Stick with what works
Try something new
Creative Risk
Creative Risk:• Company should dare to take risk• Must faith on Ad agency• For ad agency creativity comes first compare
to client relation• Some of the best ad made due to faith.Like: Ad of Jaypee cement, ad of Liril, Ads of
deodorant( wild)
Creative Personnel
Creative Person:• Most of the ad agency have creative person• They are generally eccentric person, as most
of the media create their image like this.• They are from art, literature, music,
humanities • No working schedule like 9-5• Generally we have lacking of these people
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Creative Tactics
“Hmm…”
“Hmm…”
“Hmm…”
“Hmm…”
“Hmm…” “Hmm…what’s that bird doing on my head?”
The Creative Process
The Creative Process:A very good logical approach is required for making an meaningful
advertisement .Ad agency need to follow following steps
Account Planning:• It began in Great Britain in early 70s & now spread al over the
world.• Planner is known as the pillar of ad agency.• He has to work hard & to think always in current trends• Carefully design layout with the help of major to minor details of
requirement of client• It required strong coordination between client & creative deptt.
Ad of Vodka in Europe
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An Absolut World
The Creative Process
Inputs to the creative process: It consists following two phasePhase-1: in this phase the person go through following three stepsPreparation: Gathering information needed to solve the problem through
research & studyIncubation: Analyze information & develop ideaIllumination: Seeing idea & think if it is the right solution.
The Creative Process
Phase-2: Verification & Revision:• Here creative deptt looks & revise all the things
which is designed In illumination process• All person look ad, especially the creative deptt• Rejection, evaluation, refines & polish is done at
this stage
New brand image