Class Objectives Identify members of the creative team Tell how to differentiate great advertising from the ordinary Explain the purpose of the message strategy and how it differs from the creative strategy Explain the role of the creative strategy and its principal elements Define the four roles people play at different stages of the creative process
The Creative Team Creative Director Ultimately responsible for the creative product from an ad agency Copywriter Art Director Responsible for the verbal message of an ad campaign, the copy Responsible for the nonverbal message of an ad campaign, the design
What Makes Great Advertising? Audience Resonance Great ads “reverberate” with the audience, get their attention, and make them think about the message Informational Transformational Giving information that offers relief from some real or perceived problem Uses positive reinforcement to offer a reward to the audience Best ads of 2009: http://www.youtube.com/watch?v=5TwuB3Dmnfk
What Makes Great Advertising? Strategic Relevance An ad may get you to think, but what is it making you think about? Audience Needs & Wants Client Goals Entertaining, captures the imagination, “wow” factor, thought-provoking Must be relevant to the marketing and advertising strategies of the company Alka Seltzer ad: http://www.youtube.com/watch?v=VFKifpMtlNs
Writing the Creative Strategy The Creative Strategy is the component of the advertising strategy that guides those responsible for developing creative advertising. It serves as the creative team’s guide for writing and producing the advertising. The written plan includes the following:
Writing the Creative Strategy Problem the advertising must solve: Often comes from situational analysis (weaknesses, opportunities, threats) Advertising objective: What is the advertising aiming to accomplish? Target audience: Primary and secondary markets to be reached by the advertising Benefit statement: What is the key benefit of the product or brand to the target audiences you’ve identified? Support statement: A support statement to reinforce the benefit(s) Brand personality: Describe the brand through your advertising Special requirement(s): Budget, media limitations, legal requirements, etc.
Message Strategy The Message Strategy is a simple description and explanation of an ad campaign’s overall creative approach – the main idea, details about how that idea will be executed, and rationale. It has 3 components:
How Creativity Enhances Advertising Remind “Boom” Persuade Creativity’s Roles Inform Fact-Based Thinkers: linear thinkers who like hard data to analyze and control. Logic, structure & efficiency. Value-Based Thinkers: make decisions based on intuition, values, and moral codes. Good at using their imaginations.
Inform, Persuade Metaphors help readers understand the intended message in this Visa ad