Creative Strategy

1. ADVERTISING MANAGEMENT
CREATIVE STRATEGY: IMPLEMENTATION AND
EVALUATION
CHAPTER:3
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2. 1. ADVERTISING MANAGEMENT PROCESS
2.Suggestions for Creating Effective Advertising
3.Creativity: The CAN Elements
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3. THE ADVERTISING MANAGEMENT
PROCESS
• Advertising management can be thought of as the process of
creating ad messages, selecting media in which to place the ads,
and measuring the effects of the advertising efforts:
• messages, media, and measures.
• This process usually involves at least two parties: the organization
that has a product or service to advertise, the client, and the
independent organization that is responsible for creating ads, making
media choices, and measuring results, the agency.
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5. MANAGING THE ADVERTISING
PROCESS
• The advertising management process consists of three sets
of interrelated activities:
• advertising strategy,
• strategy implementation, and
• assessing ad effectiveness.
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6. MANAGING THE ADVERTISING PROCESS
• Formulating Advertising Strategy
• Advertising strategy formulation involves four major activities:
• The first two are setting objectives and devising budgets,
• Message creation is the third aspect of formulating advertising
strategy
• The fourth element, media strategy involves the selection of media
categories and specific vehicles to deliver advertising messages.

7. MANAGING THE ADVERTISING PROCESS:
• Implementing Advertising Strategy
• Strategy implementation deals with the tactical, day-to-day activities
that must be performed to carry out an advertising campaign.
• For example, whereas the decision to emphasize television over other
media is a strategic choice, the selection of specific types of
programs and times at which to air a commercial is a tactical
implementation matter.
• Likewise, the decision to emphasize a particular brand benefit is a
strategic message consideration, but the actual way the message is
delivered is a matter of creative implementation.
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8. MANAGING THE ADVERTISING PROCESS
• Measuring Advertising Effectiveness
• Assessing effectiveness is a critical aspect of advertising management—
only by evaluating results is it possible to determine whether objectives
are being accomplished.
• This often requires that baseline measures be taken before an
advertising campaign begins (to determine, for example, what
percentage of the target audience is aware of the brand name) and then
afterward to determine whether the objective was achieved.
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9. THE ADVERTISING MANAGEMENT
PROCESS
• The following sections first examine advertising management from the
client’s perspective and then the agent’s.
• Because most advertising is undertaken for specific brands, the client
typically is represented by an individual who works in a brand- or
product-management position.
• This individual and his or her team are responsible for marcom decisions
that affect the brand’s welfare
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10. MANAGING THE ADVERTISING PROCESS
• In general, advertisers have three alternative ways to perform the
advertising function:
• 1. use an in-house advertising operation,
• 2. purchase advertising services on an as-needed basis from
specialized agencies, or
• 3. select a full-service advertising agency.
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11. MANAGING THE ADVERTISING PROCESS:
• First, a company can choose not to use an advertising agency but
rather maintain its own in-house advertising operation.
• This necessitates employing an advertising staff and absorbing the
overhead required to maintain the staff’s operations.
• Such an arrangement is unjustifiable unless a company does a large
amount of continual advertising.
• Even under these conditions, most businesses instead choose to use
the services of advertising agencies.
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12. MANAGING THE ADVERTISING
PROCESS:
• A second way for a client to accomplish the advertising function is to
purchase advertising services alacarte.
• That is, rather than depending on a single full-service agency to perform
all advertising and related functions, an advertiser may recruit the
services of a variety of firms with particular specialties in distinct aspects
of advertising, including creative work, media selection, advertising
research, direct response advertising, digital, search engine, and so on.
This arrangement’s advantages include the ability to contract for services
only when they are needed, thus yielding potential cost efficiencies.
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13. MANAGING THE ADVERTISING
PROCESS:
• Third, full-service advertising agencies perform at least four basic
functions for the clients they represent: (1) creative services, (2)
media services, (3) research services, and (4) account management.
• They also may be involved in the advertiser’s total marketing process
and, for a fee, perform other marcom functions, including
sales promotion, publicity, package design, strategic marketing
planning, and sales
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14. MANAGING THE ADVERTISING PROCESS:
• Creative Services
• Advertising agencies have staffs of copywriters, graphic artists, and
creative directors who create advertising copy and visualizations.
• Media Services
• This unit of an advertising agency is charged with selecting the best
advertising media for reaching the client’s target market, achieving ad
objectives, and meeting the budget.
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15. MANAGING THE ADVERTISING
PROCESS:
• Media Services
• Media planners are responsible for developing overall media strategy
(where to advertise, how often, when, etc.), and media buyers then
procure specific vehicles within particular media that media planners
have selected and clients have approved advertising copy and
visualizations.
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16. MANAGING THE ADVERTISING
PROCESS:
• Research Services
• Full-service advertising agencies employ research specialists who
study their
clients’ customers’ buying habits,
purchase preferences, and
responsiveness to advertising concepts and finished ads.
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17. MANAGING THE ADVERTISING
PROCESS:
• Account Management
• This facet of a full-service advertising agency provides the mechanism
to link the agency with the client.
• Account managers act as liaisons so that the client does not need to
interact directly with several different service departments and
specialists.
• In most major advertising agencies, the account management
department includes account executives and management supervisors.
• Account executives are involved in tactical decision making and
frequent contact with brand managers and other client personnel.
• Account executives report to management supervisors, who are more
involved in actually getting new business for the agency and working
with clients at a more strategic level.
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18. SUGGESTIONS FOR CREATING
EFFECTIVE ADVERTISING
• At a minimum, and from a strategic and practical point of view, effective
advertising satisfies the following considerations:
1. It extends from sound marketing strategy. Advertising can be effective only if it is
compatible with other elements of an integrated and well-orchestrated marcom
strategy
2. Effective advertising takes the consumer’s view. Advertising must be stated in a way
that relates to the consumer’s—rather than the marketer’s—needs, wants, and
values.
In short, effective advertising connects with the target audience by reflecting keen
insight into what consumers are looking for when making brand-selection
decisions in specific product categories.
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19. SUGGESTIONS FOR CREATING
EFFECTIVE ADVERTISING
• 3. It finds a unique way to break through the clutter.
• Advertisers continually compete for the consumer’s attention.
• Gaining attention is no small task considering the massive number of
print advertisements, broadcast commercials, Internet ads, social media
feeds, and other sources of information consumers get.
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20. SUGGESTIONS FOR CREATING
EFFECTIVE ADVERTISING
4. Effective advertising never promises more than it can deliver.
• This point speaks for itself, both with respect to ethics and in terms of
smart business sense.
• Consumers learn when they have been deceived and will resent the
advertiser.
• Effective advertising promises no more than the advertised product is
capable of delivering.
5. It prevents the creative idea from overwhelming the strategy.
• The purpose of advertising is to inform, inspire, and ultimately sell
products; the purpose is not to be creative merely for the sake of
being clever
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22. CREATIVITY: THE CAN ELEMENTS
• Although identifying advertising creativity is challenging, there is some agreement that
“creative” ads share three common features:
• These are the “CAN” elements.
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23. CONNECTEDNESS
• Connectedness addresses whether an advertisement reflects
empathy, creates a bond, and is relevant with the target audience’s
basic needs and wants as they relate to making a brand-choice
decision in a product category.
• For example, if competitive price and speed of delivery are
paramount to corporate purchasing agents, then ads that reflect
these motivations are connected.
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25. APPROPRIATENESS
• Appropriateness means that an advertisement must provide
information that is pertinent to the advertised brand relative to
other brands in the product category.
• An advertisement is appropriate to the extent that the message is
on target for delivering the brand’s positioning strategy and
capturing the brand’s relative strengths and weaknesses vis-a-vis
competitive brands.
• Appropriate ads also are coherent in the sense that all message
elements work in concert to deliver a singular, unambiguous
message.
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27. NOVELTY
• Novel ads are unique, fresh, and unexpected. They differ from consumers’
expectations of a typical ad for a brand in a particular product category.
• Novelty draws consumers’ attention to an ad so that they engage in more
effortful information processing, such as attempting to comprehend the meaning
of the advertised brand.
• Unoriginal advertising is unable to break through the competitive clutter and
grab the consumer’s attention.
• Advertising agencies sometimes develop ads that are unique, different,
unexpected, and weird.
• Yet, novel advertisements can be considered creative only if they also are
connected and appropriate. Such ads CAN be effective!
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