Contemporary advertising 11e chapter 12

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  • Contemporary advertising 11e chapter 12

    1. 1. chapter 12 Creative Strategy and the Creative Process The role of public relations, sponsorships, and corporate advertising in relationship marketing and IMCMcGraw-Hill/IrwinContemporary Advertising, 11e Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
    2. 2. 12-3 Chapter 12 Objectives Discuss the meaning and the Identify members of the creative importance of creativity team Tell how to differentiate great Explain the role advertising from the ordinary of the creative brief List principal elements that Explain the differences between should be included the message strategy in the creative brief and creative strategyDefine the four roles people play List several techniques at different stages that creatives can use of the creative process to be more productive
    3. 3. 12-4What Makes Great Advertising? The Creative Team Copywriter Art Director Creative Director Audience Resonance Informational Transformational Strategic RelevanceAudience Needs & Wants Client Goals
    4. 4. 12-5 What Makes Great Advertising?Rolling Stonemagazine used Insert photo 12.2, p. 371past covers Rolling Stone Beatles adfor thismemorable ad Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi
    5. 5. 12-6What Makes Great Advertising? A California Department of Health transformational ad demarkets smoking
    6. 6. 12-7Formulating Advertising Strategy: The Four Elements Target Audience Advertising Product Message Concept Communications Media
    7. 7. Formulating Strategy: 12-8 Writing the Creative BriefIssues to Consider Elements of the Brief Who? Objective Why? Statement What? Support Statement Where? When? Tone or Brand Character How? Statement
    8. 8. 12-9 Formulating StrategySelectedadvertising Insert ex. 12-1, p. 375appeals Selected advertising appeals Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi
    9. 9. Formulating Strategy: 12-10 Message StrategyVerbal Nonverbal Technical !
    10. 10. Formulating Strategy: 12-11 Message StrategyVerbal Nonverbal Technical !
    11. 11. Formulating Strategy: 12-12 Message StrategyVerbal Nonverbal Technical !
    12. 12. Formulating Strategy: 12-13 Message StrategyNonverbalcommunication Insert photo 12.5, p. 376is key in thisMaster Lum ad Master Lum ad Position = 2.8” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi
    13. 13. How Creativity Enhances 12-14 Advertising Creativity’s RolesInform Persuade Remind “Boom”Fact-Based Value-Based vs.Thinking Thinking
    14. 14. 12-15 The Creative ProcessExplorer Insight Objective Brainstorm
    15. 15. 12-16 The Creative ProcessExplorer Insight Objective Brainstorm Develop Artist “Big Idea” Concept Transformation  Adapt  Imagine  Reverse  Connect  Compare  Eliminate  Parody
    16. 16. 12-17 The Creative ProcessAxe uses parodyto emphasize Insert photo 12.13, p. 387how much of an Axe parody adaphrodisiac itscologne is Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi
    17. 17. 12-18 The Creative ProcessExplorer Insight Objective Brainstorm Implement: Develop Artist “Big Idea” Creative Pyramid Action Desire Credibility Interest Attention
    18. 18. 12-19 The Creative ProcessK2 Skis ad demonstrates creative pyramid
    19. 19. 12-20 The Creative ProcessExplorer Insight Objective Brainstorm Implement: Develop Artist “Big Idea” Creative Pyramid Risky, Judge Delicate Decisions
    20. 20. 12-21 The Creative ProcessLeo Burnett’s 10 World ClassGPC rating 9 New standard in advertisingscale 8 New standard in product category 7 Excellence in craft 6 Fresh idea(s) 5 Innovative strategy 4 Cliché 3 Not competitive 2 Destructive 1 Appalling
    21. 21. 12-22 The Creative ProcessExplorer Insight Objective Brainstorm Implement: Develop Artist “Big Idea” Creative Pyramid Risky, Judge Delicate Decisions Overcome PresentWarrior Obstacles to Client

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