The document outlines the creative strategy in advertising, focusing on how to communicate messages effectively through various forms and methods. It discusses the importance of defining the advertising purpose, method, and tone, as well as the distinction between hard-sell and soft-sell strategies. Additionally, it details the planning and management of creative strategies, including key processes for idea generation and execution.

1. CREATIVE STRATEGY
Prepared By
Nijaz N

2. 2
The Advertising Process
Tactics
Creative
Execution
Big Idea
Advertising Strategy
Message that
advertiser gives to
solve a
communication
related problem
Is the idea that
advertiser select
for communicating
the strategic
message in a
creative way
Deals with Physical
forms of
advertisement like
story, script, words,
color etc
Short-term
decision about
specific, tangible
tasks related to
advertising
method, media

3. Creative Strategy
3
• Where the art and science of
advertising come together
• A Big Idea must be
– Creative
– Strategic
• Creative strategy
– What the advertisement
says
– Also called message strategy
• Creative execution
– How it is said
• A creative strategy defines the important strategic choices
required to develop a marketing message.
• The creative strategy (often called a copy or advertising strategy)
defines what you will say about your product or service.
• It explains how you want consumers to think about your Brand.

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Creative Strategy in 3 Easy Steps
1. PURPOSE OF THE ADVERTISING:
 Who are you talking to and what do you want to
convince them to think, feel, believe, or do?
2. METHOD:
 How will you convince them of that?
3. TONE AND MOOD:
 What will be the tone and mood of your
communication?

5. Head and Heart Strategies
• Two basic approaches to translating message
objectives into strategy
• Hard- and Soft-Sell strategies
– Hard Sell: touches the mind and creates a response
based on logic
– Soft Sell: uses emotional appeals or images to create a
response

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Facts of Creative Strategy
Drive Perception
• Attention and awareness
• Interest
• Memory
Drive Cognition
• These messages get consumers to
learn about products by focusing
on a product’s features
Touch Emotions
• Highlight psychological
attraction of the product to the
target audience through
emotional responses
Persuade
• Appeal
• Selling premises
• Conviction

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Facts of Creative Strategy
Transform Product
• Branding
• Image advertising is used to
create a representation in the
customer’s mind
• Associations
Drive Action
• A signature that serves to
identify the company or
brand
• Also serves as a call to
action if it gives direction to
the consumer about how to
respond

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Planning and Managing
Creative Strategy
• Creative brief
 Prepared by the account
planner, summarizes the
marketing and advertising
strategy
 Vary in format, but must
combine basic strategy
decisions
Strategy Decisions
• The problem
• The objectives
• The target market
• Positioning strategy
• Type of creative strategy
• Selling premise
• Execution suggestions

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Planning and Managing Creative
Strategy
• Message execution
– The form in which the
ad’s message is
presented
• Message tone
– Reflects the emotion or
attitude behind the ad
• Global campaigns
– Require ad work that
addresses advertising
objectives and reflects the
positioning strategy
– Usually desirable to adapt
the creative execution to the
local market

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Creation Process
YOUNG’S MODEL ---5 STEPS PROCESS
1. Immersion : Gathering background information research &
immersing yourself in the problem
2. Digestion : Taking the information, working it over, and
wrestling with it in the mind
3. Incubation : Turning the information over to work. Putting the
problems out of mind.
4. Illumination : The birth of an idea.
5. Reality or Verification :Studying the idea to see it still looks
good or solves the problem

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Creation Process
GRAHAM WALLAS ---4 STEPS PROCESS
1. Preparation : Gathering background information
research & immersing yourself in the problem
2. Incubation : Getting away & letting ideas develop
3. Illumination : Setting the light or solution.
4. Verification : Refining and polishing the idea and
seeing if it is an appropriate solution.