6_Creative Strategy_Planning & Development

7/28/2019 6_Creative Strategy_Planning & Development

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Creative Strategy: Planning and

Development

6


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Advertising Creativity

CREATIVE STRATEGY:Determining whatthe advertisingmessage will say or communicate

CREATIVE TACTICS:Determining howthe message strategy willbe executed

Message one of the most importantcomponent of the communicationprocess


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Planning the Creativity Strategy

The creative challenge

to effectively the central theme on which

the campaign is based

Taking creative risks

Creative personnel


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ADVERTISING CREATIVITY

Two perspectives on advertising creativity

Advertising Creativity: the ability togenerate fresh, unique and appropriate ideasthat can be used as solutions tocommunication problems.

RationalPersonnelIts not creativeunless it sells

CreativePersonnelArtistic/aesthetic

value and originality

Importance of creativity in advertising


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The Creative Process

Young's Creative process

Immersion Getting raw material or data, immersing one's self

in the problem to get background.

Digestion

Ruminating on the data acquired, turning it thisway and that in the mind.

Incubation Ceasing analysis and putting the problem out of

conscious mind for a time.

Illumination Often a sudden inspiration or intuitive revelation

about a potential solution.

Verification Studying the idea, evaluating it, and developing it

for practical usefulness.


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The Creative Process

Wallas's Creative ProcessPreparation

Gathering information

Incubation Setting problem aside

Illumination

Seeing the solutionVerification

Refining the idea


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Inputs To The Creative Process

Background Research

General Preplanning Input:

Books, periodicals, trade publications,

clipping services, journals, magazines, etc.

Trends, developments in marketplace

Product Specific Preplanning Input

Qualitative and quantitative studies

Problem detection studies

Focus groups

Ethnographic studies

Preparation/Incubation/Illumination


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Asking

Questions

Inputs to the Creative Process

Reading andanalysis

Product

research

Listening

to others

Trying the

product

Working withthe client

CREATIVEPROCESS


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Verification and Revision of Ideas Objectives:

Evaluate ideas generated

Reject inappropriate ideas

Refine remaining ideas

Give them final expression

Techniques used:

Directed focus groups

Message communication studies

Portfolio tests Viewer reaction profiles

Use of Storyboards and Animatics

Inputs to the Creative Process


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Creative Strategy Development

Advertising CampaignA set of interrelated and coordinated integrated

marketing communication activities that center on aparticular theme or idea that appears in different mediaacross a specified time period.

Campaign Theme

The central message that will be communicated in all of

the various IMC activitiesMiller LiteAt a place called Miller time

BMW The Ultimate Driving Machine

Chevy Trucks Like a Rock

T T Ad ti i Sl f th


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Top Ten Advertising Slogans of theCentury

1. DeBeers

2. Nike

3. Coca-Cola

4. Miller Lite

5. Avis

6. Maxwell House

7. Wheaties

8. Clairol

9. Morton Salt

10.Wendys

Diamonds are forever

Just do it

The pause that refreshes

Taste great, less filling

We try harder

Good to the last drop

Breakfast of Champions

Does she or doesnt she

When it rains it pours

Wheres the beef?

Company or Brand Campaign Theme


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Copy Platform Outline

1. Basic problem or issue the advertisingmust address.

2. Advertising and communicationsobjectives.

3. Target audience.

4. Major selling idea or key benefits tocommunicate.

5. Creative strategy statement (campaigntheme, appeal, execution technique).

6. Supporting information andrequirements.


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Means of Finding Major Selling Ideas

Using a unique selling proposition

Creating a brand image

Finding the inherent drama

Positioning

The major selling idea should emerge as the strongest

singular thing you say about your product or service. Thisshould be the claim with the broadest and most meaningfulappeal to your target audience


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Unique Selling Proposition

Each advertisement makes a proposition

to the customer

It must be one the competition cannotor does not offer

It must be strong enough to pull overnew customers to the brand

Three characteristics of a uniqueselling proposition:


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An ad that uses a unique selling proposition


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Creating a Brand Image

Used when competing brands are sosimilar it is difficult to find or create aunique attribute

The creativity strategy used to sell theseproducts is based on a strong, memorableidentity for the brand through image

advertising

Frequently used for products such as softdrinks, perfume, liquor, clothing, airlines.


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Creating a Brand Image

David Ogilvys Approach Brand image or personality is particularly

important when brands are similar

Every ad must contribute to the complex symbolthat is the brand image

Leo Burnetts Approach

Find the inherent drama or characteristic ofthe product that makes consumers buy it

(Inherent drama) is often hard to find but it isalways there, and once found it is the mostinteresting and believable of all advertisingappeals.

Approaches to the Major Selling Idea:


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Approaches to the Major Selling Idea:

Inherent Drama and Positioning

Inherent Drama: Focus on consumer benefits with an emphasis

on the dramatic element in expressing them

Messages generally presented in a warm,emotional way

Hallmark, Maytag, Kellogg

Positioning:

Establish a particular place in the customersmind for the product or service

Based on product attributes/benefits,price/quality, use or application, type of user,problem solved

This ad helps position 3M as an innovative


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This ad helps position 3M as an innovativecompany

Documents

6_Creative Strategy_Planning & Development