Ch8 Creative Planning : Strategy & Development


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Ch8 Creative Planning : Strategy & Development

  1. 1. Creative Planning : Strategy & Development
  2. 2. Contents: The Important of Creativity in Advertising 1 2 The Creative Process 3 Creative Strategy Development 4 Planning Creative Strategy
  3. 3. 1. The Importance of Creativity in Advertising <ul><li>Survive or Die </li></ul><ul><li>Building brand image </li></ul><ul><li>Improving brand image </li></ul>
  4. 4. 1. The Importance of Creativity in Advertising
  5. 5. 1. The Importance of Creativity in Advertising Cannes Festival The Olympic Games of Advertising Major Categories - Film ( Television ) - Press and Poster ( print and outdoor ads ) - Cyber advertising ( online marketing and adds for websites ) - Titanium Lion (Innovative work across integrated media) - Radio Lion
  6. 6. 2. Planning Creative Strategy Different Perspective on Advertising Creativity Production side : ads as promotional tools to communicate to the marketplace. (such as product manager, brand manager, account executives) Creativity side : ads as a communication vehicle for promoting their own aesthetic viewpoints and personal career objective . (such as art director, copywriter, commercial director and producer ) To Breakthrough the clutter and make an impression on the target audience & an ad often must be unique and entertaining
  7. 7. 2. Planning Creative Strategy Creativity Challenge
  8. 8. 2. Planning Creative Strategy Taking Creative Risk Goal Sell The Product Clients takes some risks if they want breakthrough advertising that get noticed. The agency can develop great advertising partly because clients willing to take risks. Not all companies or agencies agree that advertising has to be risky to be effective
  9. 10. 2. Planning Creative Strategy The Perpetual Debate <ul><ul><li>Really creative in Advertising means solving problems and building interesting brands that customer want to buy </li></ul></ul>Advertising should move people and product Advertising should sell the product and service Creative Hard sell Advertising Poet Suit
  10. 11. Creative Personnel <ul><li>Less Structured </li></ul><ul><li>Organized </li></ul><ul><li>Conventional the problem </li></ul><ul><li>Intuition more than Logic </li></ul>2. Planning Creative Strategy
  11. 12. 3. The Creative Process Young’s Model of the creative process Graham Wallas’s Model <ul><li>Immersion </li></ul><ul><li>Digestion </li></ul><ul><li>Incubation </li></ul><ul><li>Illumination </li></ul><ul><li>Reality/verification </li></ul><ul><li>Preparation </li></ul><ul><li>Incubation </li></ul><ul><li>Illumination </li></ul><ul><li>Verification </li></ul>
  12. 13. 3. The Creative Process Account Planning A process that involves conducting research and gathering all relevant information about client’s conducting research and gathering all relevant information about a client’s product or service , brand , and consumers in the target audience
  13. 14. 3. The Creative Process Inputs to the Creative Process: Preparation, Incubation, Illumination Ask everyone involved for information! Read anything related to the product or market! Work in and learn about the client’s business! Use the product to become familiar with it! Listen to what people are talking about! Getting Creative Input Background Research
  14. 15. 3. The Creative Process <ul><ul><li>Product/Service-Specific Preplanning Input </li></ul></ul><ul><ul><li>Problem detection </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Ethnographic research </li></ul></ul>Product/Service-Specific Research Qualitative Research Input
  15. 16. 3. The Creative Process Inputs to the Creative Process: Verification, Revision Evaluate Ideas Generated Reject Inappropriate Ideas Refine Remaining Ideas Give Them Final Expression Directed Focus Groups Message Communication Studies Portfolio Tests Viewer Reaction Profiles Portfolio Tests Message Communication Studies Directed Focus Groups Give Them Final Expression Refine Remaining Ideas Reject Inappropriate Ideas Evaluate Ideas Generated Objective Techniques
  16. 17. 3. The Creative Process Storyboard is a series of drawings used to present the visual plan or layout of a proposed commercial. It contains a series of sketches of key frames or scenes along with the copy of audio portion for each scene. Testing a Commercial Marketers can gain insight into consumers’ reactions to a commercial by showing them a storyboard.
  17. 18. Sample of Storyboard – 12 Plus
  18. 19. Sample of Storyboard – Close up
  19. 20. 4. Creative Strategy Development
  20. 21. 4. Creative Strategy Development Brand ’s campaign Bear brand ’s campaign “ เติมความสดใสเต็มใจแม่กับแบรนด์รังนก ” “ จากนักสำรวจ สู่นักสร้างสรรค์ เพื่อพัฒนาการไม่รู้ จบ ”
  21. 22. Top 10 Advertising Slogans of the Century Company or Brand Campaign or Theme <ul><li>DeBeers Diamonds are forever </li></ul><ul><li>Nike Just do it </li></ul><ul><li>Coca-Cola The pause that refreshes </li></ul><ul><li>Miller Lite Tastes great, less filling </li></ul><ul><li>Avis We try harder </li></ul><ul><li>Maxwell House Good to the last drop </li></ul><ul><li>Wheaties Breakfast of champions </li></ul><ul><li>Clairol Does she …. or doesn’t she </li></ul><ul><li>Morton Salt When it rains it pours </li></ul><ul><li>Wendy’s Where’s the beef? </li></ul>
  22. 23. 4. Creative Strategy Development Slogans Game
  23. 24. Copy Platform Specifies the basic elements of the creative strategy. Maybe called; creative platform, work plan, creative brief, creative blueprint, or creative contract. <ul><li>Basic problem or issue the advertising must address </li></ul><ul><li>Advertising and communication objectives </li></ul><ul><li>Target audience </li></ul><ul><li>Major selling idea or key benefits to communicate </li></ul><ul><li>Creative strategy statement (campaign them, appeal, and execution technique to be used) </li></ul><ul><li>Supporting information and requirements </li></ul>Copy Platform Outline 4. Creative Strategy Development
  24. 25. 4. Creative Strategy Development Model of Marketing Info Flow (From the Marketing Manager to the Creative Staff) Creative Staff Internal Client Decision on How Much Info Should be Shared with the Agency Client Gatekeepers (Brand Manager) Art is Created Agency Gatekeepers (Account Manager) Client / Agency Client - Agency Communication Internal Agency Communication Agency Gatekeeper’s Decision on How Much Client Info to Share with Creative Staff Knowledge of Vital Marketing Info
  25. 26. 4. Creative Strategy Development Major Selling Idea Should emerge as the strongest singular thing you can say about product or service. This should be the claim with the broadest and most meaningful appeal to target audience. Be certain you can live with it; it stands strong enough.
  26. 27. 4. Creative Strategy Development Best- Known Major Major Selling Idea Approaches
  27. 28. 4. Creative Strategy Development Unique Selling Proposition (USP) <ul><li>Each advertisement must make a proposition to the consumer. Each ad must say “Buy this product and you will get this benefit.” </li></ul><ul><li>The proposition must be unique one that the competition either cannot easily copy or does not offer. </li></ul><ul><li>The proposition must be strong enough to move the mass millions, pull over new customers to your brand. </li></ul><ul><li>Sustainable competitive advantage. </li></ul>&quot; You get younger - looking skin &quot; &quot; You get stimulation of body and mind &quot;
  28. 29. &quot;
  29. 30. 4. Creative Strategy Development Many Creative Campaigns Now Involve the Internet <ul><li>Traditional = Advertising for mass media channels such as TV, radio, print </li></ul><ul><li>Modern = Online advertising </li></ul><ul><li>Traditional media advertising + online elements </li></ul>Why must be online element <ul><li>The web is where the people are spending more time </li></ul><ul><li>More opportunities available through online advertising </li></ul><ul><li>- Commercials are not limited by time, film </li></ul><ul><li>- Very few rules or restrictions </li></ul><ul><li>- No censor </li></ul><ul><li>Consumer opportunity to interact with or even create the message </li></ul>
  30. 32. Creating a Brand Image 4. Creative Strategy Development <ul><li>Development of a strong, memorable identity for the brand through image advertising. </li></ul><ul><li>Particularly important when brands are similar. </li></ul><ul><li>Soft drinks, Liquor, Cigarettes, Cars, Airlines, Financial services, Perfume/Colognes, Clothing </li></ul>
  31. 33.
  32. 34. Finding the Inherent Drama 4. Creative Strategy Development “ Is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals ” <ul><ul><li>Focus on consumer benefits with an emphasis on the dramatic element in expressing them </li></ul></ul><ul><ul><li>Messages generally presented in a warm, emotional way </li></ul></ul>
  33. 35.
  34. 36. Positioning 4. Creative Strategy Development <ul><ul><li>Advertising is used to establish or “ position” the product or service in a particular place in the consumer’s mind </li></ul></ul><ul><ul><li>Market leaders have established and maintained a strong position or identity in the minds of customers </li></ul></ul><ul><ul><li>Based on product attributes /benefits, price/quality, use or application, type of user, problem solved </li></ul></ul>ชีวิตง่ายเหนือระดับ
  35. 37. Member No. Student ID Title Name Surname 1 5310224061 Mr. Piyapong Buaban 2 5310224069 Miss. ChorKaew Rahong 3 5310224073 Mr. Ungkrandecha Boonmasuab 4 5310224085 Miss Sirimas Theerapharp 5 5310224087 Miss Phatthranit Rueangputtisak 6 5310224091 Mr. Jatupol klangprapun 7 5310224095 Mr. Prasopchoke Puangsa-ard 8 5310224102 Miss Wiwan Popet 9 5310224109 Mr. Akrapol Pornprayuth 10 5310224114 Miss Pariyarat Chantraprasit 11 5310224116 Miss Weeraya Klinhom