Mcom 341-17 Creative Process


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Mcom 341-17 Creative Process

  1. 1. Creative Strategy & The Creative Process<br />
  2. 2. Class Objectives<br />Identify members of the creative team<br />Tell how to differentiate great advertising from the ordinary<br />Explain the purpose of the message strategy and how it differs from the creative strategy<br />Explain the role of the creative strategy and its principal elements<br />Define the four roles people play at different stages of the creative process<br />
  3. 3. The Creative Team<br />Creative Director<br />Ultimately responsible for the creative product from an ad agency<br />Copywriter<br />Art Director<br />Responsible for the verbal message of an ad campaign, the copy<br />Responsible for the nonverbal message of an ad campaign, the design<br />
  4. 4. What Makes Great Advertising?<br />Audience Resonance<br />Great ads “reverberate” with the audience, get their attention, and make them think about the message<br />Informational<br />Transformational<br />Giving information that offers relief from some real or perceived problem<br />Uses positive reinforcement to offer a reward to the audience<br />Best ads of 2009:<br />
  5. 5. What Makes Great Advertising?<br />Strategic Relevance<br />An ad may get you to think, but what is it making you think about?<br />Audience Needs & Wants<br />Client Goals<br />Entertaining, captures the imagination, “wow” factor, thought-provoking<br />Must be relevant to the marketing and advertising strategies of the company<br />Alka Seltzer ad:<br />
  6. 6. What Makes Great Advertising?<br />
  7. 7. Writing the Creative Strategy<br />The Creative Strategy is the component of the advertising strategy that guides those responsible for developing creative advertising. It serves as the creative team’s guide for writing and producing the advertising. The written plan includes the following:<br /><ul><li>Problem the advertising must solve
  8. 8. Advertising objective
  9. 9. Target audience
  10. 10. Benefit statement
  11. 11. Support statement
  12. 12. Brand personality
  13. 13. Special requirement(s)</li></li></ul><li>Writing the Creative Strategy<br />Problem the advertising must solve: Often comes from situational <br />analysis (weaknesses, opportunities, threats)<br />Advertising objective: What is the advertising aiming to accomplish?<br />Target audience: Primary and secondary markets to be reached by <br />the advertising<br />Benefit statement: What is the key benefit of the product or brand to the<br />target audiences you’ve identified? <br />Support statement: A support statement to reinforce the benefit(s)<br />Brand personality: Describe the brand through your advertising<br />Special requirement(s): Budget, media limitations, legal requirements, etc.<br />
  14. 14. Example<br /><ul><li>Problem the advertising solves
  15. 15. Advertising objective
  16. 16. Target audience
  17. 17. Benefit statement
  18. 18. Support statement
  19. 19. Brand personality
  20. 20. Special requirement(s)</li></li></ul><li>Message Strategy<br />The Message Strategy is a simple description and explanation of an ad campaign’s overall creative approach – the main idea, details about how that idea will be executed, and rationale. It has 3 components:<br /><ul><li>Verbal
  21. 21. Non-verbal
  22. 22. Technical</li></li></ul><li>Message Strategy<br />!<br />What the ad should say; words to use; relationship of copy to medium used<br />
  23. 23. Message Strategy<br />!<br />Graphics & visuals, and their relationship to media<br />
  24. 24. Message Strategy<br />!<br />Execution approach and mechanical outcomes; limitations and mandatories<br />
  25. 25. Message Strategy<br />Nonverbal communication is key in this Diet Coke ad<br />
  26. 26. Message Strategy<br />More nonverbal communication from Pringles<br />
  27. 27. Message Strategy<br />Effective message strategy?<br /><br />
  28. 28. How Creativity Enhances Advertising<br />Remind<br />“Boom”<br />Persuade<br />Creativity’s Roles<br />Inform<br />Fact-Based Thinkers: linear thinkers who like hard data to analyze and control. Logic, structure & efficiency.<br />Value-Based Thinkers: make decisions based on intuition, values, and moral codes. Good at using their imaginations.<br />
  29. 29. Inform, Persuade<br />Metaphors help readers understand the intended message in this Visa ad<br />
  30. 30. Fact based or value based?<br />
  31. 31. Fact based or value based?<br />
  32. 32. The Creative Process<br />Explorer<br />Insight<br />Objective<br />Brainstorm<br />
  33. 33. The Creative Process<br />Concept Transformation<br /><ul><li>Imagine
  34. 34. Adapt
  35. 35. Connect
  36. 36. Reverse
  37. 37. Eliminate
  38. 38. Compare
  39. 39. Parody</li></ul>Explorer<br />Insight<br />Objective<br />Brainstorm<br />Develop“Big Idea”<br />Artist<br />
  40. 40. The Creative Process<br />Explorer<br />Insight<br />Objective<br />Brainstorm<br />Develop“Big Idea”<br />Artist<br />Implement:<br />CreativePyramid<br />Action<br />Desire<br />Credibility<br />Interest<br />Attention<br />
  41. 41. The Creative Process<br />K2 Skis ad demonstrates the creative pyramid<br />
  42. 42. The Creative Process<br />Explorer<br />Insight<br />Objective<br />Brainstorm<br />Develop“Big Idea”<br />Artist<br />Implement:<br />CreativePyramid<br />Judge<br />Risky,DelicateDecisions<br />
  43. 43. The Creative Process<br />Explorer<br />Insight<br />Objective<br />Brainstorm<br />Develop“Big Idea”<br />Artist<br />Implement:<br />CreativePyramid<br />Judge<br />Risky,DelicateDecisions<br />Warrior<br />OvercomeObstacles<br />Presentto Client<br />