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chapter12
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Creative Strategy and the Creative Process
The role of public relations, sponsorships, and corporate advertising
in relationship marketing and IMC
12-3
Chapter 12 Objectives
Discuss the meaning and the importance of creativity
Identify members of the creative team
Tell how to differentiate great advertising from the ordinary
Explain the roleof the creative brief
List principal elements that should be included in the creative brief
Explain the differences between the message strategy and creative strategy
Define the four roles people play at different stages
of the creative process
List several techniquesthat creatives can useto be more productive
12-4
What Makes Great Advertising?
Audience Resonance
Informational Transformational
Strategic Relevance
Audience Needs & Wants Client Goals
The Creative Team
Copywriter Creative DirectorArt Director
12-5
What Makes Great Advertising?
Rolling Stone magazine used past covers for this memorable ad
Insert photo 12.2, p. 371
Rolling Stone Beatles ad
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
12-6
What Makes Great Advertising?
A California Department of Health transformational ad demarkets smoking
12-7
Formulating Advertising Strategy:The Four Elements
TargetAudience
ProductConcept
CommunicationsMedia
AdvertisingMessage
12-8Formulating Strategy:Writing the Creative Brief
Issues to Consider Elements of the Brief
Who?
Why?
What?
Where?
When?
How?
Objective Statement
Support Statement
Tone orBrand Character
Statement
12-9
Formulating Strategy
Selected advertising appeals
Insert ex. 12-1, p. 375
Selected advertising appeals
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi
12-10Formulating Strategy:Message Strategy
Verbal Nonverbal Technical
!
12-11Formulating Strategy:Message Strategy
Verbal Nonverbal Technical
!
12-12Formulating Strategy:Message Strategy
Verbal Nonverbal Technical
!
12-13Formulating Strategy:Message Strategy
Nonverbal communication is key in this Master Lum ad
Insert photo 12.5, p. 376
Master Lum ad
Position = 2.8” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
12-14
Creativity’s Roles
How Creativity Enhances Advertising
Fact-BasedThinking
Value-BasedThinking
vs.
InformInform RemindRemind “Boom”“Boom”PersuadePersuade
12-15
The Creative Process
Explorer Insight Objective Brainstorm
12-16
The Creative Process
Explorer
Artist Develop“Big Idea”
Parody
Eliminate Compare
Connect Reverse
Imagine Adapt
Concept Transformation
Insight Objective Brainstorm
12-17
The Creative Process
Axe uses parody to emphasize how much of an aphrodisiac its cologne is
Insert photo 12.13, p. 387
Axe parody ad
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
12-18
The Creative Process
Explorer
Artist Develop“Big Idea”
Implement:CreativePyramid
Insight Objective Brainstorm
Action
Desire
Credibility
Interest
Attention
12-19
The Creative Process
K2 Skis ad demonstrates creative pyramid
12-20
The Creative Process
Explorer
Artist
Judge
Develop“Big Idea”
Implement:CreativePyramid
Insight Objective Brainstorm
Risky,Delicate
Decisions
12-21
The Creative Process
Leo Burnett’s GPC rating scale
10 World Class
9 New standard in advertising
8 New standard in product category
7 Excellence in craft
6 Fresh idea(s)
5 Innovative strategy
4 Cliché
3 Not competitive
2 Destructive
1 Appalling
12-22
The Creative Process
Explorer
Artist
Judge
Develop“Big Idea”
Implement:CreativePyramid
Insight Objective Brainstorm
Risky,Delicate
Decisions
Warrior OvercomeObstacles
Presentto Client