How to create a Creative AdvertisementCreative ObjectiveTarget AudiencePositioning StrategyHot buttonsMessage StrategyKey benefit focusProof, Reason whyTone, AppealMedia
Problem / GoalWhat is the primary focus of the campaign?These are only a few examples• To create or increase awareness• To alter a perception• To build or enhance image• To launch a new product• To attract a new target market
Creative StrategyThe search for the “BIG IDEA.” The concept or centraltheme that will bind the campaign together.KeyStrategicElementsKellogsNikeMountain Dew
More “Big Ideas”Nike Just Do ItVolkswagen Drivers WantedKFC Finger lickin’goodMaytag The Idle RepairmanGood creative concepts have longevity and crossmany markets.
Creative Appeal TechniquesA sampling of possibilities to motivate the target market!• Positive• Negative• Humour• Sex•Affective• Emotion• Lifestyle• Comparison• Facts•Resonance
Creative ExecutionWhat specific techniques will be used to bring thestrategy to life?• Product Demonstrations• Testimonials• Endorsements• Taglines and Slogans
DARCY MASIUS BENTON & BOWLES UNIVERSALADVERTISEMENTDArcy Masius Benton & Bowles (DMB&B) was an advertising agencyin the United States with worldwide subsidiaries.DMB&B created the original Santa Claus icon for a Coca-Cola ad, as well asthe slogans "This Buds for you" for Budweiser, "Taste the Rainbow" forSkittles and "Melts in your mouth, not in your hands" for M&Ms.DArcy won several other big clients, including Standard Oil of Indiana,Royal Crown Cola, and car manufacturer Studebaker-Packard. In the mid-1950s the company also opened an office in Chicago. Along with itsbranches in Detroit, Houston, Dallas, and Havana, Cuba, this gave DArcy12 offices across North America.
Promotional Creativity Shown In Advertisement InDifferent Television Channels Of BangladeshHere we are displaying some advertisement shown in our differenttelevision channels
Idea Generation:1.We have learned about IMC.2.We have learned how to create acreative advertisement.3.We have identified potentialcreative advertisement of ourcountry.4.At all we think we have a goodconcept about the creative processof advertisement