How to Develop Creative Advertising Strategy

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How to Develop Creative Advertising Strategy

  1. 1. creative advertising strategydelivered to you by Yuliya An
  2. 2. Steve Jobs, 29, 1984 new Macintosh brand during Superbowl football game
  3. 3. new Macintosh brand during Superbowl football game
  4. 4. What makes effective advertising?
  5. 5. What makes effective advertising? It must extend from sound marketing strategy. Compatible with other elements of IMC. 1.
  6. 6. What makes effective advertising? Effective advertising must take the consumer’s view. Product benefits, not attributes. 2.
  7. 7. What makes effective advertising? Effective advertising is persuasive. Benefit for the consumer. 3.
  8. 8. What makes effective advertising? Advertising must find a unique way to break through the clutter. Audiovisual wallpaper. 4.
  9. 9. What makes effective advertising? Good advertising should never promise more than it can deliver. Ethics + smart business sense. 5.
  10. 10. What makes effective advertising? Good advertising prevents the creative idea from overwhelming the strategy. Persuade and influence, not for its own sake. 6.
  11. 11. What makes effective advertising? Be creative. 7.
  12. 12. What are advertising plans and strategies?
  13. 13. What are advertising plans and strategies? Evaluation of consumer behavior related to the brand.
  14. 14. What are advertising plans and strategies? Evaluation of consumer behavior related to the brand. Evaluation of the competition.
  15. 15. What are advertising plans and strategies? Evaluation of consumer behavior related to the brand. Evaluation of the competition. A coordinated effort.
  16. 16. What are advertising plans and strategies? Evaluation of consumer behavior related to the brand. Evaluation of the competition. A coordinated effort. Advertising strategy
  17. 17. Advertising strategy Five-step program.
  18. 18. Specify the key fact. a single-minded statement from the consumer’s point of view. 1. Advertising strategy
  19. 19. State the primary marketing problem. from the marketer’s point of view. 2. Advertising strategy
  20. 20. State the communications objective. what effect to have and how it should persuade consumers. 3. Advertising strategy
  21. 21. Implement the creative message strategy. (1) define the target market; (2) identify the primary competition; (3) choose the promise; (4) offer reasons why. 4. Advertising strategy
  22. 22. Establish mandatory requirements. e.g. corporate logo or slogan. 5. Advertising strategy
  23. 23. Creative brief
  24. 24. What is means-end chaining?
  25. 25. What is means-end chaining? Product Attributes Consumer Benefits Leverage Point Personal Value Executional Framework
  26. 26. What is means-end chaining? Product Attributes Consumer Benefits Leverage Point Personal Value Executional Framework
  27. 27. What is means-end chaining? Product Attributes Consumer Benefits Leverage Point Personal Value Executional Framework Product Attributes Consumer Benefits Leverage Point Personal Value Executional Framework
  28. 28. What is means-end chaining? Product Attributes Consumer Benefits Leverage Point Personal Value Executional Framework
  29. 29. What is means-end chaining? Database with over 25,000 companies. Internship in U.S. Success stories of the program interns Success Executional Framework
  30. 30. Creative without strategy is called 'art.' Creative with strategy is called 'advertising.' ­— Jef I. Richards
  31. 31. Thank you. Questions are welcome.

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