The document outlines the components of a creative strategy in advertising, emphasizing the importance of defining the advertising message and its execution style to effectively reach the target market. It discusses various advertising appeals and execution techniques, as well as Young's creative process, which includes stages such as immersion, incubation, and verification for idea development. The document serves as a guide for finding a creative niche and refining ideas through structured evaluation techniques.

1. CREATIVE STRATEGY
A D V E R T I S I N G & S A L E S P R O M O T I O N

2. Creative
Strategy
Determine what the advertising
message will say or
communicate and how will we
say it...

3. COMPONENTS OF CREATIVE STRATEGY
Creative Objective
Awareness
Persuade
The Target Market
Demographic,
Psychographic,
Geographic
Primary Selling Proposition
Core
benefit/feature
Secondary Selling Proposition
Quality
Support
Facts
Tone & Manner
Appeals/execution
style

4. Advertising Appeals

5. C OMPET IT IV E AP P E A L

6. PR IC E A PPEA L

7. POPULA R IT Y
APPEAL

8. R EMINDER A PPEAL

9. A DEEPER LOOK
Your
Creative
Voice
D E V E L O P I N G Y O U R
U N I Q U E A B I L I T I E S
Finding Your Creative Niche | CHC 2020
QUALIT Y A PPEA L
ADV A NT A GE A P P E A L

10. HUMOR APPEAL

11. MUSIC APPEAL

12. STAR APPEAL
FEAT UR E A PPEA L
NEWS A PPEA L

13. TEASER APPEAL

14. Ad Execution Techniques

15. S T R A I G H T S E L L
S C I E N T I F I C
D E M O N S T R A T I O N A N I M A T I O N S

16. S L I C E O F L I F E
P E R S O N A L I T Y / E N D O R S E M E N T
A N I M A T E D
T E S T I M O N I A L

17. H U M O R
C O M P A R A T I V E
D R A M A T I Z A T I O N
I M A G E R Y

18. Howtogetcreativeinputs?
Read anything related to
the product or market!
Use the product to
become familiar with it!
Listen to what
people are talking
about!
Work in and learn
about the client’s
business!
Ask everyone involved
for information!

19. Young's Creative Process
Finding Your Creative Niche | CHC 2020
D I G E S T I O N
Ruminating on the data acquired, turning
it this way and that in the mind.
I M M E R S I O N
Getting raw material, data, immersing one's
self in the problem to get the background.
I N C U B A T I O N
Ceasing analysis and putting the problem
out of conscious mind for a time.
I L L U M I N A T I O N
A sudden inspiration or intuitive
revelation about a potential solution.
V E R I F I C A T I O N
Studying the idea, evaluating it, and
developing it for practical usefulness.

20. Objective
E V A L U A T E I D E A S G E N E R A T E D
R E J E C T I N A P P R O P R I A T E I D E A S
R E F I N E R E M A I N I N G I D E A S
G I V E T H E M F I N A L E X P R E S S I O N
Techniques
D I R E C T E D F O C U S G R O U P S
M E S S A G E C O M M U N I C A T I O N S T U D I E S
P O R T F O L I O T E S T S
V I E W E R R E A C T I O N P R O F I L E S
VerificationandRevisionofIdeas

21. The Creation Stage
IDEA GENERATION COPY WRITING
ILLUSTRATION LAYOUT

22. EXAMPLE FROM WORKPLACE:
INDIAMART & TOLEXO

25. ThankYou