Creative Strategy

1. Creativity

2. Role of creativity in advertising

3. Creative strategy

4. Creative Decisions for an Ad

5. Creative Brief

Creativity

• The word “create” denotes originating, or conceiving an idea or a thing that did not exist before.

• Creativity is generally defined in aesthetic terms as “the ability to produce useful ideas, originally, imagination, or the capacity to joining two or more elements to form a new unity or purpose.”

Role of Creativity in Advertising

1. Creativity helps in catching attention2. Creativity helps in informing3. Creativity helps in persuading4. Creativity helps in reminding

Creative strategy

• A creative strategy is an out line of what message should be conveyed, to whom and with what tone.

• According to Frazer - “Creative Strategy is a policy or guiding

principle that specifies the general nature and character of message to be designed.”

Creative Decisions for Ad Campaign

Setadvertisingobjectives

Identify benefits

Develop appeal

Evaluate campaign results

Evaluatingresults helpsmarketersadjust objectivesfor futurecampaigns

Execute message

Creative Brief • A creative brief is like a road map

• What is a Creative Brief? A Creative Brief is a key that identifies all the correct doors to go through. A good brief leads to imaginative and effective solutions

that help accomplish goals according to predetermined expectations.

A bad brief sends you through all the wrong doors and in all

the wrong directions while wasting time and money. Simply put, a Creative Brief is a written document outlining, in detail, the relationship expectations, business objectives and corresponding strategies for you and your creative team

Creative Brief

Here's what a brief should include:• Overview– General project information– Goals– Measurable Objectives (benchmarks to measure

progress towards goals, e.g. increase membership by 20% each year or media coverage

– Deliverables Needed Deliverables can change during the creative process, i.e. the graphic designer might suggest that a blog, rather than an e-newsletter, will do more to address your goals.

Creative Brief

• Primary audiences Provide enough detail to enhance everyone's understanding of who the audience is. Include some user demographic information if possible.– Who are your primary target audiences. Choose a

typical audience member or two and profile including occupation, age range, gender, what her day looks like, etc.

– How will your audiences use this brochure, white paper or website?

– What should be avoided in talking to these audiences?

Creative Brief

• Tone and Image– Funny and casual, or formal and buttoned-up, or...– What do the audiences believe or think, before

you start communicating with them?– What tone and imagery should we use to engage

them?– Specific visual goals?

Creative Brief

• Messages: Features, Benefits and Values– List top features and/or facts about the program,

service or organization, and its value to target audiences

– How do these stack up against the competition?– If you could get one sentence across, what would

that be? How would you prove it?– Other major points?

Creative Brief

• Budget and Schedule– Has a budget been approved?– When must the message get to the audience for

greatest impact (e.g. service introduction date, conference, special event)?

– What is the due date for the finished work?

Creative Brief

• Process– Who is the point person (on the nonprofit side)?– What is the internal review and approval process?

• Who needs to sign off on final execution

Creative Brief

• Process– Who is the point person ?– What is the internal review and approval process?

• Who needs to sign off on final execution

Massage strategy

• Develop a message based on consumer benefits

• Creative Concept - “Big Idea”, Visualization or Phrase, Combination of Both

• Meaningful, Believable, and Distinctive Ad Appeals

Unique Selling Proposition(USP)

• Advertisers strive to find the USP of the brand or product they are promoting.

• The USP is a rational reason to believe that it is different from the competitors.

• Motivating consumers respected by the Trade

• However, the USP is becoming harder and harder to define.

USP -Major Features by Rosser Reaves

• Each advt. must say to the customer (Buy this product and you will get this specific

benefit).• The proposition must be one that the

competition cannot and doesn’t offer.• The proposition must be so strong that it can

move the mass millions.

USP

USP

USP