The document discusses creative strategy and development for advertising. It covers determining the advertising message and how it will be executed. It also discusses developing a compelling core idea, allowing brands to be communicated, and the roles of agency and client personnel in the creative process. Finally, it outlines several models for creative processes, including gathering information, incubation, illumination, and refinement of ideas.
The document discusses creative strategy and development for advertising. It covers determining the advertising message and how it will be executed. It also discusses developing a compelling core idea, allowing brands to be communicated, and the roles of agency and client personnel in the creative process. Finally, it outlines several models for creative processes, including gathering information, incubation, illumination, and refinement of ideas.
The document discusses creative strategy and development for advertising. It covers determining the advertising message and how it will be executed. It also discusses developing a compelling core idea, allowing brands to be communicated, and the roles of agency and client personnel in the creative process. Finally, it outlines several models for creative processes, including gathering information, incubation, illumination, and refinement of ideas.
The document discusses creative strategy and development for advertising. It covers determining the advertising message and how it will be executed. It also discusses developing a compelling core idea, allowing brands to be communicated, and the roles of agency and client personnel in the creative process. Finally, it outlines several models for creative processes, including gathering information, incubation, illumination, and refinement of ideas.
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Creative Strategy:
Planning and Development
ADVERTISING Advertising Creativity
Determining Determining what what the the Creative Creative advertising advertising message message will will say say Strategy Strategy or or communicate communicate
Determining Determining how how the the Creative Creative message message strategy strategy will will be be Tactics Tactics executed executed The Power Idea
Describable Describable Likely Likely to to in in aa simple simple attract attract the the word word oror prospect’s prospect’s phrase phrase attention attention
Lets Lets prospects Revolves Revolves prospects vividly around around the the vividly experience clinching clinching experience the benefit benefit the goods goods Allows Allows you you to to brand brand the the advertising advertising Creativity and Synergy
Agency Client
• Account • Marketing executives managers • Media • Brand planners managers • Researchers • Upper management • Attorneys The Only Rule in Advertising
There are no rules
Creative Personnel
Unconventional
Abstract
Less structured
Less organized
Intuitive Young’s Creative Process
Get Get raw raw material material and and data, data, and and Immersion Immersion immerse immerse yourself yourself in in the the problem problem
Take Take the the information, information, work work itit over, over, Digestion Digestion wrestle wrestle with with itit in in your your mind mind
Turn Turn the the information information over over to to the the Incubation Incubation subconscious subconscious to to do do the the work work
Illumination Illumination “Eureka! “Eureka! II have have it!” it!” phenomenon phenomenon
Study Study the the idea, idea, evaluate evaluate it, it, Verification Verification reshape reshape itit for for practical practical usefulness usefulness Wallas’ Creative Process Model
Verification Preparation Refining Gathering the idea Information
The Creative Process
Illumination Incubation Seeing the Setting Problem Solution Aside Test Your Knowledge
A client manufactures maternity clothes for
businesswomen, and it wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops to see how they were selected could be a part of the _____ stage of the creative process. A) Preparation B) Verification C) Revision D) Reality check E) Incubation Getting Creative Input
Use the product to Read anything become Listen to what related to the familiar people are product or with it! talking about! market!
Conduct studies of Ask everyone Work in and product, involved for learn about the service, information! client’s audience! business! Input Verification and Revision
Evaluate Evaluate ideas ideas
Reject Reject the the inappropriate inappropriate Objective Objective Refine Refine the the remaining remaining
Give Give ideas ideas final final expression expression
Directed Directed focus focus groups groups
Message Message communication communication studies studies Techniques Techniques Portfolio Portfolio tests tests Viewer Viewer reaction reaction profiles profiles An Advertising Campaign
Integrated Integrated
Interrelated Interrelated Marketing Coordinated Coordinated Marketing Communication Communication Activities Activities
In Centered Centered on on aa In Different Different Over Over aa Time Time Media Theme Theme or or Idea Idea Period Media Period Test Your Knowledge
Advertising campaign themes:
A) Are always tactical in nature and design B) Set the tone or direction for all of the individual ads that make up the campaign C) Are typically designed by the client and implemented by the agency D) Are usually used for ads that run in only one type of media vehicle E) Are described by all of the above Advertising Campaign Themes
The The central central message message that that will will be be communicated communicated inin all all activities activities
Miller Miller General General Mills, Mills, BMW BMW Lite Lite Wheaties Wheaties
““Tastes Tastes ““The The ultimate ultimate “The “The great great less less driving driving breakfast breakfast of of filling” filling” machine” machine” champions” champions” Developing a Creative Strategy
Creative Creative Strategy Strategy
Major Major Basic Basic Target Target selling selling Any Any problem, problem, audience audience idea idea or or supportive supportive issue, issue, identity identity key key information information opportunity opportunity benefit benefit Copy Platform Outline
• 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 Model of Marketing Information Flow
Internal client decision Agency gatekeeper Art is created to share decision on sharing information client info with staff with agency Successful, Long-Running Campaigns
Company or Brand Campaign Theme
Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial? Search for a Major Selling Idea
Positioning Positioning the the Use Use aa Unique Unique Brand Brand Selling Selling Position Position
Seeking Seeking the the Major Major Idea Idea
Positioning Create Create the the Brand Brand Positioning Image Image The Unique Selling Proposition (USP)
Buy Buy this this Must Must be be unique unique Promise Promise must must product/service product/service to to this this brand brand or or be be strong strong and and you you get get claim; claim; enough enough oror this this benefit benefit oror something something rivals rivals attractive attractive reward reward can't can't or or don't don't enough enough toto offer offer move move people people Perspectives of Great Ad Men on the “Big Idea”
David David Ogilvy Ogilvy Leo Leo Burnett Burnett
Find Find the the inherent inherent drama drama oror Brand Brand image image oror personality personality characteristic characteristic of of the the is is particularly particularly important important product product that that makes makes when when brands brands are are similar similar consumers consumers buybuy itit
“Every “Every ad ad must must contribute contribute to to “(Inherent “(Inherent drama) drama) isis oftenoften the the complex complex symbol symbol that that isis hard hard to to find find but but itit isis always always the the brand brand image.” image.” there, there, and and once once found found itit isis the the most most interesting interesting andand believable believable ofof all all advertising advertising appeals.” appeals.” Test Your Knowledge
Which of the following is most often the basis of a
marketer's creative strategy when the company has multiple brands competing in the same market? A) Unique selling propositions B) Brand image C) Inherent drama D) Transformational advertising E) Positioning Inherent Drama
Inherent Inherent Messages Messages generally generally Drama Drama presented presented in in aa warm, warm, emotional emotional way way
Focus Focus on on consumer consumer benefits benefits with with an an emphasis emphasis on on the the dramatic dramatic element element in in expressing expressing them them Positioning
Establish Establish aa particular particular place place in in Positioning Positioning the the customer’s customer’s mind mind for for the the product product or or service service
Based Based on on product product attributes/ attributes/ benefits, benefits, price/quality, price/quality, use use or or application, application, type type of of user, user, problem problem solved solved IBM as a Provider of Business Consulting Services Contemporary Approaches to the Big Idea
