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Integrated Marketing
Communications
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Creative Strategy
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What is Creativity?
Advertising is creative only if it sells the product
Creativity is artistic or aesthetic value and originality
Creativity is unique and entertaining
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Advertising Creativity
Ability to generate fresh, unique, and appropriate ideas,
relevant to the target audience, that can be used as
solutions to communications problems
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Planning Creativity Strategy
The Creative Challenge
Taking Creative Risks
Creative Personnel
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The Creative Process
1. Immersion
2. Digestion
3. Incubation
4. Illumination
5. Reality or Veri¿cation
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Preparation, Incubation, Illumination
Background Research
Product-Service specific Research
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Verification, Revision
Rejects inappropriate ideas
Refines and polishes those that remain
Gives them final expression
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Creative Strategy Development
Advertising Campaigns
± Campaign Theme
Copy Platform
± Basic problem or issue the advertising must address ± Advertising and communications objectives
± Target audience
± Creative strategy statement (campaign theme, appeal, and
execution technique to be used)
± Supporting information and requirements ± Major selling idea
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Cont..
Major Selling Idea
± Using a unique selling proposition
± Creating a brand image
± Finding the inherent drama
± Positioning
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Appeals and Execution Styles
Advertising appeals
Approach used to attract the attention of consumers and
to influence their feelings toward the product, service, or
cause Something that moves people, speaks to their wants or
needs, and excites their interest
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Advertising Appeals
Informational/ Rational appeals
± Emphasize features of a product or service and the benefits or
reasons for owning or using a particular brand
Emotional Appeals ± Relate to the customers¶ social or psychological needs for
purchasing a product or service
Combination of Rational and Emotional Appeals
Additional Types of Appeals
± Reminder Advertising
± Teaser Advertising
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Advertising Execution
Straight Sell or Factual Message
Scienti¿c/Technical Evidence
Demonstration
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«Cont...
Comparison
Testimonial
Slice of Life
Animation
Personality Symbol
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«Cont..
Fantasy
Dramatization
Humor
Combinations
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«Cont
Combinations
± Straight Sell / Factual
Message
± Scientific / Technical
Evidence
± Demonstration
± Comparison
± Testimonial
± Slice of Life
± Animation
± Personality Symbol
± Fantasy
± Demonstration
± Humour
± Combination
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Recap«
Creativity
Creative Process
Advertising Appeals
± Informational/ Rational ± Emotional
± Combination
± Others: Reminder and Teaser
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«Recap
Advertising Execution
± Straight Sell / Factual
Message
± Scientific / Technical
Evidence
± Demonstration
± Comparison
± Testimonial
± Slice of Life
± Animation
± Personality Symbol
± Fantasy
± Demonstration
± Humour
± Combination
