CREATIVITY
Creative
Strategy
Determining what the advertising
message will say or communicate
Creative
Tactics
Determining how the me...
PROCESS INCLUDES
Get raw material and data, and immerse
yourself in the problem
Immersion
Take the information, work it over,
wrestle with ...
 Verification - Refining the idea
 Preparation - Gathering Information
 Illumination - Seeing the Solution
 Incubation...
Objective
Evaluate ideas
Reject the inappropriate
Refine the remaining
Give ideas final expression
Directed focus groups
Message communication studies
Portfolio tests
Viewer reaction profiles
TECHNIQUES
Creative Strategy
Target
audience
identity
Basic
problem,
issue,
opportunity
Major
selling
idea or
key
benefit
Any
support...
OUTLINES
• Basic problem or issue the
advertising must address
• Advertising and communications
objectives
• Target audience
• Majo...
Positioning the
Brand
Use a Unique
Selling Position
Positioning Create the
Brand Image
Seeking the
Major Idea
The Unique Selling Proposition
Unique Selling Proposition
Benefit Unique Potent
Buy this
product/service
and you get
this ...
Copywriting and The Creative Plan
 Copywriting is the process of expressing
the value and benefits a brand has to
offer.
...
Print Media Requirements
 All media in the print category all use the same copy
elements
 The way these elements are use...
Newspapers
Copy does not have to work as hard
to catch audience’s attention
Straightforward and informative
Writing is ...
Magazines
Better quality ad production
Ads can be more informative and
carry longer copy
How to Write Radio Copy
Radio Guidelines
 Keep it personal
 Speak to listener’s interests
 Make it memorable
 Include ...
How to Write Television Copy
 Moving action makes television so much
more engaging than print.
 The challenge is to fuse...
creative advertisement
creative advertisement
creative advertisement
creative advertisement
creative advertisement
creative advertisement
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creative advertisement

  1. 1. CREATIVITY
  2. 2. Creative Strategy Determining what the advertising message will say or communicate Creative Tactics Determining how the message strategy will be executed
  3. 3. PROCESS INCLUDES
  4. 4. 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!” phenomenonIllumination Study the idea, evaluate it, reshape it for practical usefulness Verification
  5. 5.  Verification - Refining the idea  Preparation - Gathering Information  Illumination - Seeing the Solution  Incubation - Sitting Problem Aside The Creative Process
  6. 6. Objective Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression
  7. 7. Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles TECHNIQUES
  8. 8. Creative Strategy Target audience identity Basic problem, issue, opportunity Major selling idea or key benefit Any supportive information
  9. 9. OUTLINES
  10. 10. • 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
  11. 11. Positioning the Brand Use a Unique Selling Position Positioning Create the Brand Image Seeking the Major Idea
  12. 12. The Unique Selling Proposition Unique Selling Proposition Benefit Unique Potent Buy this product/service and you get this benefit or reward Must be unique to this brand or claim; something rivals can't or don't offer Promise must be strong enough or attractive enough to move people
  13. 13. Copywriting and The Creative Plan  Copywriting is the process of expressing the value and benefits a brand has to offer.  A creative plan is the guideline that specifies the message elements of advertising copy.
  14. 14. Print Media Requirements  All media in the print category all use the same copy elements  The way these elements are used varies with the objective for using the medium
  15. 15. Newspapers Copy does not have to work as hard to catch audience’s attention Straightforward and informative Writing is brief
  16. 16. Magazines Better quality ad production Ads can be more informative and carry longer copy
  17. 17. How to Write Radio Copy Radio Guidelines  Keep it personal  Speak to listener’s interests  Make it memorable  Include call to action  Create image transfer MAIN POINTS-  Music  Sound effects  Voice
  18. 18. How to Write Television Copy  Moving action makes television so much more engaging than print.  The challenge is to fuse the images with the words to present a creative concept and a story.  Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media.

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