Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin

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Creative Strategy:

Planning and Development

Advertising Creativity

Determining what the advertising message will say or communicate

Creative Strategy

Creative Tactics

Determining how the message strategy will be executed

8-2

Determinants of Creativity

Divergence

Originality

Flexibility

Elaboration

Synthesis

Artistic Value

Relevance

Ad-to-consumer

Brand-to-consumer

8-3

Creative Personnel

Abstract

Less structured

Less organized

Unconventional

Intuitive

8-4

Young’s Creative Process

Get raw material and data, and immerse yourself in the problem

Immersion

Take the information, work it over, wrestle with it in your mind

Digestion

Turn the information over to the subconscious to do the work

Incubation

“Eureka! I have it!” phenomenon Illumination

Study the idea, evaluate it, reshape it for practical usefulness

Verification

8-5

Wallas’ Creative Process Model

Incubation Setting Problem Aside

Preparation Gathering

Information

Illumination Seeing the Solution

Verification Refining the Idea

The Creative Process

8-6

Getting Creative Input

Read anything related to the

product or market

Listen to what people are

talking about

Use the product to become familiar with it

Ask everyone involved for information

Work in and learn about the

client’s business

Conduct studies of product, service, audience

8-7

Branding Research

8-8

Input Verification and Revision

•Evaluate ideas

•Reject the inappropriate

•Refine the remaining

•Give ideas final expression

Objective

•Directed focus groups

•Message communication studies

•Portfolio tests

•Viewer reaction profiles

Techniques

8-9

An Advertising Campaign

Integrated

Interrelated Coordinated

In Different Media

Over a Time Period

Marketing Communication

Activities

Centered on a Theme or Idea

8-10

The Creative Brief

• Basic problem or issue the advertising must address

• Advertising and communications objectives

• Target audience

• Major selling idea or key benefits to communicate

• Creative strategy statement

• Supporting information and requirements

8-11

Marketing Information Flow

Knowledge of vital

marketing information

Client gatekeepers (Brand manager)

Internal client decision to share

information with agency

Agency gatekeeper (Account manager)

Agency gatekeeper decision on sharing client info with staff

Creative staff

Art is created

Client/agency communication

Internal agency communication

8-12

Search for a Major Selling Idea

Finding the inherent drama

Use a Unique Selling Position

Create a Brand Image

Positioning

Seeking the Major Idea

8-13

The Unique Selling Proposition (USP)

Must be unique to this brand or claim; rivals can't or don't offer it

Unique

Buy this product/service and you get this benefit

Benefit

Promise must be strong enough to move mass millions

Potent

8-14

Positioning

Establish a particular place in the

customer’s mind for the product or service

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

solved

8-15