The document discusses various aspects of creative planning and strategy development for advertising. It covers the importance of creativity in advertising, how to plan creative strategies by considering different perspectives, the creative process models, inputs that fuel creativity, developing major selling ideas, and using techniques like unique selling propositions and positioning to craft advertising campaigns. It also provides examples of famous advertising slogans and discusses finding inherent drama and creating brand images through creative strategies.
The briefing document to our two week Create Meaning program in cooperation with the Miami Ad School.
All results will be published on createmeaning.com
Feel free to follow-up Q&A on twitter @createmeaning.com or our blog.
The briefing document to our two week Create Meaning program in cooperation with the Miami Ad School.
All results will be published on createmeaning.com
Feel free to follow-up Q&A on twitter @createmeaning.com or our blog.
The importance of creative strategy in online advertisingITDogadjaji.com
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Every marketer and adverting agency have one great creative idea. This presentation highlights the creativity and execution of great Integrated Marketing Communications campaigns. The execution of great ideas is a collaboration between client and adverting agency.
From Good to Great: Smart strategies for successful creative campaignsShannon Flowerday
What makes a campaign really great—even remarkable—and what it takes to get there. A look at some successful campaigns across all mediums, discuss what we can learn from them, and then review the creative process to get there.
This presentation explores branding from the viewpoint of social media. The scenario is how to document a social media strategy that encapsulates branding strategy and content marketing.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Katallaxy is a strategic marketing firm. We help companies of all sizes find opportunities in the marketplace, and fulfill those opportunities profitably. The business solutions we deliver reflect our practical
experience, our multi-disciplined approach and our dynamic, entrepreneurial model.
In the end, we help companies commercialize products, drive adoption and usage, and build brands.
Challenges
The digital revolution changes everything. It's the force driving shifts in markets, customers and organisations. To survive and thrive, businesses face a dual challenge: staying ahead of the competition while transforming their own organisation.
Our belief
You need to be customer-focused to compete. We develop strategies around the customer, their needs, their world, their experience.
Our approach
We take a strategic approach in four key areas (brand, experience, content and culture).
Everything we do contributes to building a brand from its purpose to the customer experience. We aim beyond the sale, to gain their advocacy.
We develop resilient brands:
- Build a resilient brand: aligns belief, strategy and experience.
- A shared purpose and values with customers.
- Authentic communications with an engaged audience.
Purpose of the workshop
We would like you to experience the way we build brands at Brilliant Noise. Test some of our tools and exercises so you can take-away something useful you can act on, take a first step forward creating a resilient brand.
The importance of creative strategy in online advertisingITDogadjaji.com
Prezentacija "The importance of creative strategy in online advertising" koju je Toni Došen održao na ABC Seminaru o Internet oglašavanju 8. aprila 2010. godine u Beogradu.
Every marketer and adverting agency have one great creative idea. This presentation highlights the creativity and execution of great Integrated Marketing Communications campaigns. The execution of great ideas is a collaboration between client and adverting agency.
From Good to Great: Smart strategies for successful creative campaignsShannon Flowerday
What makes a campaign really great—even remarkable—and what it takes to get there. A look at some successful campaigns across all mediums, discuss what we can learn from them, and then review the creative process to get there.
This presentation explores branding from the viewpoint of social media. The scenario is how to document a social media strategy that encapsulates branding strategy and content marketing.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Katallaxy is a strategic marketing firm. We help companies of all sizes find opportunities in the marketplace, and fulfill those opportunities profitably. The business solutions we deliver reflect our practical
experience, our multi-disciplined approach and our dynamic, entrepreneurial model.
In the end, we help companies commercialize products, drive adoption and usage, and build brands.
Challenges
The digital revolution changes everything. It's the force driving shifts in markets, customers and organisations. To survive and thrive, businesses face a dual challenge: staying ahead of the competition while transforming their own organisation.
Our belief
You need to be customer-focused to compete. We develop strategies around the customer, their needs, their world, their experience.
Our approach
We take a strategic approach in four key areas (brand, experience, content and culture).
Everything we do contributes to building a brand from its purpose to the customer experience. We aim beyond the sale, to gain their advocacy.
We develop resilient brands:
- Build a resilient brand: aligns belief, strategy and experience.
- A shared purpose and values with customers.
- Authentic communications with an engaged audience.
Purpose of the workshop
We would like you to experience the way we build brands at Brilliant Noise. Test some of our tools and exercises so you can take-away something useful you can act on, take a first step forward creating a resilient brand.
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2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
2. Member
No. Student ID Name
1 080306 MD. Monirul Islam
2 080310 Reaz Hossain
3 080313 Budda Dev Sinha
4 080324 Hasibul Islam
5 080325 Sadia Nasrin
6 5310224116 Tanzina Ahmed
3. Contents:
1 The Important of Creativity in Advertising
2 Planning Creative Strategy
3 The Creative Process
4 Creative Strategy Development
4. The Importance of Creativity in Advertising
• Survive or Die
• Building brand image
• Improving brand image
6. 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
7. 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
9. Planning Creative Strategy
Taking Creative Risk
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
Goal Sell The Product
10. Planning Creative Strategy
The Perpetual Debate
Creative Hard sell Advertising
Advertising Advertising
should move should sell the
people and product and
product service
Poet Suit
Really creative in Advertising means solving problems and
building interesting brands that customer want to buy
11. Planning Creative Strategy
Creative Personnel
Less Structured
Organized
Conventional the problem
Intuition more than Logic
12. The Creative Process
Young’s Model of Graham Wallas’s
the creative process Model
1. Immersion 1. Preparation
3. Digestion
3. Incubation
5. Incubation
5. Illumination
7. Illumination
9. Reality/verification 7. Verification
13. 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
14. The Creative Process
Inputs to the Creative Process:
Preparation, Incubation, Illumination
Background Read anything
Research related to the Work in and
product or learn about
market! the client’s
business!
Ask everyone
involved for Getting Creative
information!
Input
Use the
product to
become
familiar with it!
Listen to what
people are
talking about!
15. The Creative Process
Product/Service-Specific Qualitative Research
Research Input
Product/Service-Specific Focus groups
Preplanning Input
Problem detection Ethnographic research
16. The Creative Process
Inputs to the Creative Process:
Verification, Revision
Evaluate Ideas Generated
Evaluate Ideas Generated
Reject Inappropriate Ideas
Reject Inappropriate Ideas
Objective
Refine Remaining Ideas
Refine Remaining Ideas
Give Them Final Expression
Give Them Final Expression
Directed FocusGroups
Directed Focus Groups
Message Communication Studies
Message Communication Studies
Techniques
Portfolio Tests
Portfolio Tests
Viewer Reaction Profiles
19. Top 10 Advertising Slogans of the Century
Company or Brand Campaign or Theme
1. DeBeers Diamonds are forever
2. Nike Just do it
3. Coca-Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
7. Wheaties Breakfast of champions
8. Clairol Does she …. or doesn’t she
9. Morton Salt When it rains it pours
10. Wendy’s Where’s the beef?
21. Creative Strategy Development
Copy Platform
Specifies the basic elements of the creative strategy. Maybe called;
creative platform, work plan, creative brief, creative blueprint, or
creative contract.
Copy Platform Outline
1. Basic problem or issue the advertising must address
2. Advertising and communication objectives
3. Target audience
4. Major selling idea or key benefits to communicate
5. Creative strategy statement (campaign them, appeal, and
execution technique to be used)
6. Supporting information and requirements
22. 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.
24. Creative Strategy Development
Unique Selling Proposition (USP)
1. Each advertisement must make a proposition to the consumer.
Each ad must say “Buy this product and you will get this benefit.”
2. The proposition must be unique one that the competition either
cannot easily copy or does not offer.
3. The proposition must be strong enough to move the mass millions,
pull over new customers to your brand.
4. Sustainable competitive advantage.
"You get younger-looking skin" "You get stimulation of body and mind"
25. Creative Strategy Development
Many Creative Campaigns Now Involve the Internet
Traditional = Advertising for mass media channels such as TV, radio, print
Modern = Online advertising
Traditional media advertising + online elements
Why must be online element
The web is where the people are spending more time
More opportunities available through online advertising
- Commercials are not limited by time, film
- Very few rules or restrictions
- No censor
Consumer opportunity to interact with or even create the message
26. Creative Strategy Development
Creating a Brand Image
Development of a strong,
memorable identity for the
brand through image
advertising.
Particularly important when
brands are similar.
Soft drinks, Liquor, Cigarettes,
Cars, Airlines, Financial
services, Perfume/Colognes,
Clothing
27. Creative Strategy Development
Finding the Inherent Drama
“ Is often hard to find but it is always there,
and once found it is the most interesting and
believable of all advertising appeals ”
Focus on consumer benefits with an emphasis on the
dramatic element in expressing them
Messages generally presented in a warm, emotional
way
28. Creative Strategy Development
Positioning
Advertising is used to establish
or “ position” the product or
service in a particular place in
the consumer’s mind
Market leaders have established
and maintained a strong position
or identity in the minds of
customers
Based on product attributes
/benefits, price/quality, use or
application, type of user,
problem solved
Editor's Notes
Contents ที่สำคัญที่จะพูดในวันนี้ก็จะพูดถึงเรื่องของ ความสำคัญของ Creativity ใน Advertising การวางแผนเกี่ยวกับกลยุทธ์ ของ Creativity Creativity Process Creative Strategy Development