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Creative Plan strategy
This document discusses the role of creativity in advertising. It explains that advertising is a communication link between products/services and consumers. Creativity in advertising is important to draw attention, create interest, and attract viewers. Developing an effective creative strategy involves research, a creative brief, communication objectives, and a creative theme or idea. An important part of the creative strategy is developing a campaign theme that communicates a central message across all advertising. Developing a big creative idea involves exploration, insight, execution, and evaluation. The document also discusses how to develop a creative message strategy using appeals that create emotional or rational connections with customers.
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Creative Plan strategy
- 1. Creative Plan MarComm, Fikom,2019 Judhie Setiawan, M.Si The Role of Creative inAdvertising
- 2. Advertising creativity ■ ADVERTISING:the activity of attracting public attention to a product or business; the business of designing and writing advertisements ■ CREATIVITY: Ability to generate fresh, unique and appropriate ideas to solve communications problems. ■ The word creation means All created things products of human intelligence, especially of imaginative thought;"
- 3. Advertising ■ advertising isitself communication link between the product or service and the consumer; hence, between the producer and the consumer. The media of course would include newspapers and magazines, radio, television, posters and everything that can be used to inform the customer about the product or service
- 4. Purpose of usingcreativity in advertising 1. To draw viewers attention Ads must be Funny
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- 8. 2 . Tocreate interest
- 9. 3 . Toattract viewers .
- 11. Planning Creative Strategy ■Research ■ Creative Brief ■ Strategy statement ■ Communication Objective ■ Verification and revision ■ Creative theme/idea ■ Message appeals
- 12. Creative Strategy Development ■Campaign theme ● Should be a strong idea ● Central message that will be communicated in all advertising and other promotional activities ● Short term in nature, done on annual basis
- 13. The Magic of Big Idea • A big idea is often that communicates a simple idea in a simple way • How do you get a big creative idea? - Exploration à understanding all the background information & research findings - Insight à using exploration to create big idea - Execution à taking big idea into all the various brand messages - Evaluation à stepping back & considering whether the big idea is on target Creative Process
- 14. Concepting Questions • What is the client’s (company) real problem • Can I solve the problem creatively with marketing communication •Do I know the target audience • Do I know the product features/benefits • What is the One Thing I can say or show about this product • Where is the product positioned? Where do we want to be positioned? • Do I know the competition’s strenghts & weakness
- 15. How to Develop A Creative Message Strategy • This chapter focused on what to say & why • We called message strategies, an idea about how to creatively and persuasively communicate a brand to a target audience •The appeal of message establishes an emotional or rational or both between the customer and the brand
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- 21. Major Selling Theme/Idea ■ Best approaches for developing effective advertising: ● Using a unique selling position ● Creating a brand image ● Finding the inherent drama ● Positioning
- 22. Resume • Creative message strategy is an idea about how to creatively & persuasively communicate a brand message to TA. It is generally blend of rational & emotional thinking • The IMC Brief: •4 Steps of Creative Process: (1) exploration (2) insight (3) execution (4) evaluation
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