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Creative Strategy: Planning and Development

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Chapter 8, Advertising And Promotion, 6/E - Belch

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Creative Strategy: Planning and Development

  1. 1. Creative Strategy:Planning and Development Chapter 8 Advertising And Promotion, 6/E - BelchGroup 8 Integrated Marketing Communications 8-1 Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa
  2. 2. Advertising Creativity Determining what the Determining what theCreativeCreative advertising message will say advertising message will sayStrategyStrategy or communicate or communicate Determining how the Determining how theCreativeCreative message strategy will be message strategy will be Tactics Tactics executed executed 8-2
  3. 3. Creative Advertising for Shangri-La Hotels It’s in our Nature There’s no greater act of hospitality than to embrace a stranger as one’s own. 8-3
  4. 4. The Importance of Creativity Best ads of all time? • Alka-Seltzer… Mama Mia! That’s a spicy meatball! • Nissan … Enjoy the ride. • Altoids… Curiously strong. 8-4
  5. 5. Different Perspectives on Creativity? It isn’t creative Only artistic if it doesn’t sell value and originality countStick with Try what something works new Managers Creatives 8-5
  6. 6. Determinants of CreativityDivergence Relevance Originality Ad-to-consumer Flexibility Brand-to-consumerElaboration SynthesisArtistic Value 8-6
  7. 7. Creative Advertising for Absolut 8-7
  8. 8. Creative vs. Hard-Sell Advertising“Suits” are “Poets” arerationalist proponents salesmen of creativity 8-8
  9. 9. Creative Personnel Unconventional Abstract Less structured Less organized Intuitive 8-9
  10. 10. Young’s Creative Process Get raw material and data, andImmersion immerse yourself in the problem Take the information, work it over, Digestion wrestle with it in your mind Turn the information over to the Incubation subconscious to do the work Illumination “Eureka! I have it!” phenomenon Study the idea, evaluate it, Verification reshape it for practical usefulness 8-10
  11. 11. Wallas’ Creative Process Model Illumination Preparation Seeing the Gathering Solution Information The Creative Process Verification Incubation Refining Setting the Idea Problem Aside 8-11
  12. 12. Getting Creative Input Use theRead anything product to Listen to whatrelated to the become people are product or familiar talking about market with it Conduct studies of Ask everyone Work in and product, involved for learn about the service, information client’s audience business 8-12
  13. 13. Branding Research 8-13
  14. 14. Input Verification and Revision •Evaluate ideas •Evaluate ideas •Reject the inappropriate •Reject the inappropriateObjectiveObjective •Refine the remaining •Refine the remaining •Give ideas final expression •Give ideas final expression •Directed focus groups •Directed focus groups •Message communication studies •Message communication studiesTechniquesTechniques •Portfolio tests •Portfolio tests •Viewer reaction profiles •Viewer reaction profiles 8-14
  15. 15. An Advertising Campaign Integrated IntegratedInterrelatedInterrelated Marketing Coordinated Marketing Coordinated Communication Communication Activities ActivitiesIn Different Centered on a Centered on a Over a TimeIn Different Over a Time Media Theme or Idea Theme or Idea Period Media Period 8-15
  16. 16. Campaign Themes Company or Brand Campaign ThemeMarlboro Marlboro CountryWheaties Breakfast of ChampionsBMW The ultimate driving machineNike Just do itMcDonald’s I’m lovin’ itKey Jewelers Every kiss begins with KayAllstate You’re in good hands with Allstate 8-16
  17. 17. The Creative Brief• Basic problem or issue the advertising must address• Advertising and communications objectives• Target audience• Major selling idea or key benefits to communicate• Creative strategy statement• Supporting information and requirements 8-17
  18. 18. Marketing Information Flow Knowledge of vital marketing information Client/agency Internal agency communication communicationClient gatekeepers Agency gatekeeper Creative staff (Brand manager) (Account manager) Internal client decision Agency gatekeeper Art is created to share decision on sharing information client info with staff with agency 8-18
  19. 19. Search for a Major Selling Idea Finding the Finding the Use a Unique Use a Uniqueinherent drama inherent drama Selling Position Selling Position Seeking the Seeking the Major Idea Major Idea Positioning Create a Brand Create a Brand Positioning Image Image 8-19
  20. 20. The Unique Selling Proposition (USP) Benefit Benefit Unique Unique Potent PotentBuy this Buy this Must be Must be Promise Promiseproduct/serv product/serv unique to unique to must be must beice and you ice and you this brand or this brand or strong strongget this get this claim; rivals claim; rivals enough to enough tobenefit benefit cant or dont cant or dont move mass move mass offer it offer it millions millions 8-20
  21. 21. Colgate’s Unique Selling Proposition 8-21
  22. 22. Image Advertising 8-22
  23. 23. Inherent Drama Messages generally presented in a warm, emotional way Focuses on consumer benefits with an emphasis on the dramatic element 8-23
  24. 24. Positioning Establish a particular place in the customer’s mind for the product or service Based on product attributes/benefits, price/quality, use or application, type of user, or problem solved 8-24
  25. 25. Thank You 8-25

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