Creative strategy: planning and development

14,509 views

Published on

Chapter 8

0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
14,509
On SlideShare
0
From Embeds
0
Number of Embeds
94
Actions
Shares
0
Downloads
644
Comments
0
Likes
9
Embeds 0
No embeds

No notes for slide

Creative strategy: planning and development

  1. 1. Chapter 8CREATIVE STRATEGY: PLANNING AND DEVELOPMENT
  2. 2. Advertising CreativityAdvertising creativity is the ability to generate fresh, uniqueand appropriate ideas that can be used as solutions tocommunications problems Determining what the Determining what the Creative Creative advertising message will say advertising message will say Strategy Strategy or communicate or communicate Determining how the Determining how the Creative Creative message strategy will be message strategy will be Tactics Tactics executed executed
  3. 3. Planning creative strategy
  4. 4. Young’s Creative Process Get raw material and data, andImmersion immerse yourself in the problem Take the information, work it over, Digestion wrestle with it in your mind Turn the information over to the Incubation subconscious to do the work Illumination “Eureka! I have it!” phenomenon Study the idea, evaluate it, Verification reshape it for practical usefulness
  5. 5. Wallas’ Creative Process Model Illumination Preparation Seeing the Gathering Solution Information The Creative Process Verification Incubation Refining Setting the Idea Problem Aside
  6. 6. Account Planning A process that involves conducting research and gathering all relevantinformation about a client’s product or service, brand, and consumers in the target audience
  7. 7. An Advertising Campaign Integrated IntegratedInterrelatedInterrelated Marketing Coordinated Marketing Coordinated Communication Communication Activities ActivitiesIn Different Centered on a Centered on a Over a TimeIn Different Over a Time Media Theme or Idea Theme or Idea Period Media Period
  8. 8. 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
  9. 9. Marketing Information Flow Knowledge of vital marketing information Client/agency Internal agency communication communicationClient gatekeepers Agency gatekeeper Creative staff (Brand manager) (Account manager) Internal client decision Agency gatekeeper Art is created to share decision on sharing information client info with staff with agency
  10. 10. Search for a Major Selling Idea Finding the Finding the Use a Unique Use a Uniqueinherent drama inherent drama Selling Position Selling Position Seeking the Seeking the Major Idea Major Idea Positioning Create a Brand Create a Brand Positioning Image Image
  11. 11. The Unique Selling Proposition (USP) Benefit Benefit Unique Unique Potent PotentBuy this Buy this Must be Must be Promise Promiseproduct/serv product/serv unique to unique to must be must beice and you ice and you this brand or this brand or strong strongget this get this claim; rivals claim; rivals enough to enough tobenefit benefit cant or dont cant or dont move mass move mass offer it offer it millions millions
  12. 12. 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
  13. 13. Thank You

×