创意

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创意

  1. 1. Chapter 9 Creative Advertising Strategy
  2. 2. Client-Agency Relationship <ul><li>Agency role </li></ul><ul><li>Agency organization </li></ul><ul><li>Agency compensation </li></ul>
  3. 3. Effective Advertising <ul><li>Considerations for effective advertising </li></ul><ul><li>Role of creativity </li></ul>
  4. 4. Role of Creativity
  5. 5. Effective Advertising Spuds MacKenzie campaign Budfrogs Louie and Frank Whassup?!
  6. 6. Effective Advertising <ul><li>Considerations for effective advertising </li></ul><ul><li>Role of creativity </li></ul><ul><li>Impact </li></ul><ul><ul><li>Value proposition </li></ul></ul>
  7. 7. Achieving Advertising Impact
  8. 8. Effective Advertising <ul><li>Considerations for effective advertising </li></ul><ul><li>Role of creativity </li></ul><ul><li>Impact </li></ul><ul><ul><li>Value proposition </li></ul></ul><ul><ul><li>4 outcomes </li></ul></ul>
  9. 9. Advertising Plans and Strategy <ul><li>Specify the key fact </li></ul><ul><li>State the primary marketing problem </li></ul><ul><li>State the communications objective </li></ul><ul><li>Implement the creative strategy </li></ul><ul><li>Establish mandatory requirements </li></ul>
  10. 10. Creative Brief <ul><li>What is a creative brief? </li></ul><ul><li>Guidelines </li></ul>
  11. 11. Creative Advertising <ul><li>Alternative styles of creative advertising </li></ul><ul><ul><li>Functional orientation </li></ul></ul>
  12. 12. Functionally-Oriented
  13. 13. Creative Advertising <ul><li>Alternative styles of creative advertising </li></ul><ul><ul><li>Functional orientation </li></ul></ul><ul><ul><li>Symbolic/Experiential orientation </li></ul></ul>
  14. 14. Symbolically/Experientially-Oriented
  15. 15. Symbolically/Experientially-Oriented
  16. 16. Creative Advertising <ul><li>Alternative styles of creative advertising </li></ul><ul><ul><li>Functional orientation </li></ul></ul><ul><ul><li>Symbolic/Experiential orientation </li></ul></ul><ul><ul><li>Category dominance </li></ul></ul>
  17. 17. Functional Orientation <ul><li>Unique selling proposition </li></ul>
  18. 18. Unique Selling Proposition Strategy
  19. 19. Unique Selling Proposition Strategy
  20. 20. Symbolic/Experiential Orientation <ul><li>Brand image strategy </li></ul>
  21. 21. Brand Image Strategy
  22. 22. Symbolic/Experiential Orientation <ul><li>Brand image strategy </li></ul><ul><li>Resonance strategy </li></ul>
  23. 23. Resonance Strategy
  24. 24. Resonance Strategy
  25. 25. Symbolic/Experiential Orientation <ul><li>Brand image strategy </li></ul><ul><li>Resonance strategy </li></ul><ul><li>Emotional strategy </li></ul>
  26. 26. Emotional Strategy
  27. 27. Category Dominance Orientation <ul><li>Generic Strategy </li></ul><ul><li>Preemptive Strategy </li></ul>
  28. 28. Product Category-Dominance - Preemptive

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