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Mcom 341-17 Creative Process
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Mcom 341-17 Creative Process

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  • 1. Creative Strategy & The Creative Process
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. What Makes Great Advertising?
  • 7. 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:
    • Problem the advertising must solve
    • 8. Advertising objective
    • 9. Target audience
    • 10. Benefit statement
    • 11. Support statement
    • 12. Brand personality
    • 13. Special requirement(s)
  • 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.
  • 14. Example
    • Problem the advertising solves
    • 15. Advertising objective
    • 16. Target audience
    • 17. Benefit statement
    • 18. Support statement
    • 19. Brand personality
    • 20. Special requirement(s)
  • 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:
  • Message Strategy
    !
    What the ad should say; words to use; relationship of copy to medium used
  • 23. Message Strategy
    !
    Graphics & visuals, and their relationship to media
  • 24. Message Strategy
    !
    Execution approach and mechanical outcomes; limitations and mandatories
  • 25. Message Strategy
    Nonverbal communication is key in this Diet Coke ad
  • 26. Message Strategy
    More nonverbal communication from Pringles
  • 27. Message Strategy
    Effective message strategy?
    http://www.youtube.com/user/sprintnow
  • 28. 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.
  • 29. Inform, Persuade
    Metaphors help readers understand the intended message in this Visa ad
  • 30. Fact based or value based?
  • 31. Fact based or value based?
  • 32. The Creative Process
    Explorer
    Insight
    Objective
    Brainstorm
  • 33. The Creative Process
    Concept Transformation
    Explorer
    Insight
    Objective
    Brainstorm
    Develop“Big Idea”
    Artist
  • 40. The Creative Process
    Explorer
    Insight
    Objective
    Brainstorm
    Develop“Big Idea”
    Artist
    Implement:
    CreativePyramid
    Action
    Desire
    Credibility
    Interest
    Attention
  • 41. The Creative Process
    K2 Skis ad demonstrates the creative pyramid
  • 42. The Creative Process
    Explorer
    Insight
    Objective
    Brainstorm
    Develop“Big Idea”
    Artist
    Implement:
    CreativePyramid
    Judge
    Risky,DelicateDecisions
  • 43. The Creative Process
    Explorer
    Insight
    Objective
    Brainstorm
    Develop“Big Idea”
    Artist
    Implement:
    CreativePyramid
    Judge
    Risky,DelicateDecisions
    Warrior
    OvercomeObstacles
    Presentto Client

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