The document discusses creative strategy and advertising creativity. It covers determining the advertising message and how it will be executed. It also discusses different creative processes, including gathering information, incubation, illumination, and verification. Additionally, it outlines developing a major selling idea, unique selling proposition, positioning, and using inherent drama or an image to communicate creatively. The goal is to plan an integrated marketing communications campaign centered on a theme over time.
Advertisement Creative strategy & creative tactics & formatsNijaz N
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.
Creative Strategy: Implementation and EvaluationMike Weber
Advertising and Promotion: Belch;
Chapter 9 Creative Strategy: Implementation and Evaluation;
Advertising Appeal and Execution, Creative Tactics, Client Evaluation and Approval of Creative Work
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
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.
Advertisement Creative strategy & creative tactics & formatsNijaz N
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.
Creative Strategy: Implementation and EvaluationMike Weber
Advertising and Promotion: Belch;
Chapter 9 Creative Strategy: Implementation and Evaluation;
Advertising Appeal and Execution, Creative Tactics, Client Evaluation and Approval of Creative Work
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
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.
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.
My Goal is to Erase the word “Digital” from Advertising Titles.
This presentation is a primer for traditional creatives that want to be more “digital”.
If you consider yourself a traditional creative in advertising, you need to know this stuff because the younger generation isn’t going to distinguish between digital and traditional, to them it will all just be “creative”.
Let’s get you up to speed…
People’s attention is on their phone but they’re not looking for ads, they’re looking for content.
Content marketing is the new advertising because consumers are less likely to pay attention to what you have to say about yourself than what you have to say about the topics they care about. You'd rather be what they're interested in, rather than interrupt them from it.
The latest in Mindshare's 'Future Of...' series focuses on connected TV.
Our view is that the connectivity that viewers enjoy on the sofa via the second screen will prove of more significance to media and marketing than the connected TV itself.
Breaking through the clutter: Using content, analytics and paid to achieve RO...22squared
The competition for consumer attention between brands is at an all-time high, and social media platforms get more complicated everyday, making it a daunting task for brands and small businesses to understand what it takes to drive awareness, engagement and sales. To achieve true ROI via platforms like Facebook, Twitter, Instagram and Pinterest, you need art and science. 22squared's Chris Tuff will simplify the newest platform technologies and offerings, discuss the nuances of the new marketing analytics, and provide 10 strategies for brands to create compelling content that spans multiple platforms and leverages paid to reach the right audiences, move product and drive true ROI.
- Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared
- @christuff
- @22squared
- #socialfresh
- http://socialfreshconference.com
Facebook APIs: There's More Under the Hood than Anyone Knows22squared
June 28, 2011, AllFacebook Expo presentation by Chris Tuff, VP/Social Media Director at 22squared (http://www.mediabistro.com/afexpo/program.asp).
Facebook APIs: There's More Under the Hood than Anyone Knows
What’s available through Facebook’s APIs? No one really knows. Many think that the only available statistics lie in Facebook Insights, but since Facebook opened up their Insights API, a treasure trove of data is available to agencies and brands. API dashboards from companies like AllFacebook, Socialbakers and PageLever serve as the new focus groups and using their tools, agencies are able to identify a brands’ active and engaged fanbase and parallel those segments to determine if they’re reaching brands’ target consumer, if they’re targeting these consumers with paid Facebook ads and if not, what adjustments need to be made to their engagement strategy and idea of that brands’ target consumer. This session will also examine the role of social media as it relates to brands as a whole, and explain why there is so much value for brands on Facebook. We’ll go on to discuss confusion around ad APIs and Facebook Connect APIs (what brands can access within consumer profiles), and share what else Facebook tools and insights can bring to both social media marketing and brand positioning.
High Road Capital Partners Keynote @ Deal Sourcing ConferenceDavid Teten
How to Win:
The Five S’s of Deal Sourcing
Robert J. Fitzsimmons
Managing Partner, High Road Capital Partners
The Capital Roundtable Dealsourcing Conference
May 26, 2011
An Introduction to Integrated Marketing Communications
Creative Strategy: Planning and Development
1. Creative Strategy:
Planning and Development
Chapter 8
Advertising And
Promotion, 6/E
- Belch
Group 8 Integrated Marketing Communications
8-1
Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa
2. Advertising Creativity
Determining what the
Determining what the
Creative
Creative
advertising message will say
advertising message will say
Strategy
Strategy
or communicate
or communicate
Determining how the
Determining how the
Creative
Creative message strategy will be
message strategy will be
Tactics
Tactics executed
executed
8-2
3. Creative Advertising for Shangri-La Hotels
It’s in our Nature
There’s no greater act of hospitality than
to embrace a stranger as one’s own.
8-3
4. The Importance of Creativity
Best ads of all time?
• Alka-Seltzer…
Mama Mia! That’s a
spicy meatball!
• Nissan …
Enjoy the ride.
• Altoids…
Curiously strong.
8-4
5. Different Perspectives on Creativity?
It isn’t creative Only artistic
if it doesn’t sell value and
originality count
Stick with Try
what something
works new
Managers Creatives
8-5
8. Creative vs. Hard-Sell Advertising
“Suits” are “Poets” are
rationalist proponents
salesmen of creativity
8-8
9. Creative Personnel
Unconventional
Abstract
Less structured
Less organized
Intuitive
8-9
10. Young’s Creative Process
Get raw material and data, and
Immersion
immerse yourself in the problem
Take the information, work it over,
Digestion
wrestle with it in your mind
Turn the information over to the
Incubation
subconscious to do the work
Illumination “Eureka! I have it!” phenomenon
Study the idea, evaluate it,
Verification
reshape it for practical usefulness
8-10
11. Wallas’ Creative Process Model
Illumination Preparation
Seeing the Gathering
Solution Information
The
Creative
Process
Verification Incubation
Refining Setting
the Idea Problem
Aside
8-11
12. Getting Creative Input
Use the
Read anything product to
Listen to what
related to the become
people are
product or familiar
talking about
market with it
Conduct
studies of Ask everyone
Work in and
product, involved for
learn about the
service, information
client’s
audience
business
8-12
14. Input Verification and Revision
•Evaluate ideas
•Evaluate ideas
•Reject the inappropriate
•Reject the inappropriate
Objective
Objective •Refine the remaining
•Refine the remaining
•Give ideas final expression
•Give ideas final expression
•Directed focus groups
•Directed focus groups
•Message communication studies
•Message communication studies
Techniques
Techniques •Portfolio tests
•Portfolio tests
•Viewer reaction profiles
•Viewer reaction profiles
8-14
15. An Advertising Campaign
Integrated
Integrated
Interrelated
Interrelated Marketing Coordinated
Marketing Coordinated
Communication
Communication
Activities
Activities
In Different Centered on a
Centered on a Over a Time
In Different Over a Time
Media Theme or Idea
Theme or Idea Period
Media Period
8-15
16. Campaign Themes
Company or Brand Campaign Theme
Marlboro Marlboro Country
Wheaties Breakfast of Champions
BMW The ultimate driving machine
Nike Just do it
McDonald’s I’m lovin’ it
Key Jewelers Every kiss begins with Kay
Allstate You’re in good hands
with Allstate
8-16
17. The Creative Brief
• Basic problem or issue the advertising
must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements
8-17
18. Marketing Information Flow
Knowledge
of vital
marketing
information
Client/agency Internal agency
communication communication
Client gatekeepers Agency gatekeeper Creative staff
(Brand manager) (Account manager)
Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff
with agency
8-18
19. Search for a Major Selling Idea
Finding the
Finding the Use a Unique
Use a Unique
inherent drama
inherent drama Selling Position
Selling Position
Seeking the
Seeking the
Major Idea
Major Idea
Positioning Create a Brand
Create a Brand
Positioning
Image
Image
8-19
20. The Unique Selling Proposition (USP)
Benefit
Benefit Unique
Unique Potent
Potent
Buy this
Buy this Must be
Must be Promise
Promise
product/serv
product/serv unique to
unique to must be
must be
ice and you
ice and you this brand or
this brand or strong
strong
get this
get this claim; rivals
claim; rivals enough to
enough to
benefit
benefit can't or don't
can't or don't move mass
move mass
offer it
offer it millions
millions
8-20
23. Inherent Drama
Messages generally
presented in a warm,
emotional way
Focuses on consumer
benefits with an emphasis
on the dramatic element
8-23
24. Positioning
Establish a particular
place in the
customer’s mind for
the product or service
Based on product
attributes/benefits,
price/quality, use or
application, type of
user, or problem
solved
8-24
Summary Overview This slide introduces the two basic issues that are associated with the advertising creative process… creative strategy and creative tactics. A creative strategy that determines what the message will say or communicate Creative tactics for how the message strategy will be executed.
Summary Overview This slide presents a popular Old Spice ad and a couple of tag lines. Ideally, ads and commercials will appeal to, and often create or shape, consumers ’: Problems Desires Goals
Summary Overview This slide presents some ads that are considered the best of all time. Striking a balance between creative advertising and effective advertising is difficult. For example, the ads shown on this slide all won awards for creativity, but failed to increase product sales. Many advertising and marketing people have now become ambivalent toward, and even critical of, advertising awards. They argue that agency creative people are more concerned with creating ads that win awards than ads that sell their clients ’ products.
Summary Overview This slide presents two opposing viewpoints related to creativity. At one extreme, advertising is viewed as creative only if it sells product… innovation and awards are by-products. At the other extreme, ads are “creative” if they are original and innovative… things that can break through the competitive clutter. What constitutes creativity in advertising exists somewhere in between.
Summary Overview This slide presents two primary factors of creativity… divergence and relevance. Divergence is the extent to which an ad is novel, different, or unusual. Relevance is the degree to which the ad is meaningful, useful, or valuable to the consumer. Divergence factors: Originality… ad elements are rare, surprising, or move away from the obvious and commonplace. Flexibility… ad contains different ideas or switches from one perspective to another. Elaboration… ad has unexpected details or finish and extends basic ideas so they become more intricate, complicated, or sophisticated. Synthesis… ads combine, connect, or blend normally unrelated objects or ideas. Artistic value… ad has artistic verbal impressions or attractive shapes/colors. Relevance: Ad-to-consumer relevance… the ad contains execution elements that are meaningful to consumers. Advertisers may use celebrities with whom consumers identify with, music that they like, or visual images and execution techniques that capture their interest and attention. Brand-to-consumer relevance … the advertised brand of a product or service is of personal interest to consumers. Relevance or appropriateness can also be viewed in terms of the degree to which an ad provides information or an image that is pertinent to the brand.
Summary Overview This slide presents an example of the creative advertising that helped make Absolut vodka an iconic brand. This ad on this slide is a good example of creative advertising that relies primarily on thought-provoking imagery. The ad is part of the integrated global campaign, which uses the tagline “In an Absolut World.” It plays off the brand name to illustrate a whimsical, imagined world where everything is as ideal as Absolut vodka. This ad features New York ’s Times Square adorned with famous works of art, rather than billboards.
Summary Overview This slide presents the perpetual struggle between the “suits” and “poets.” Suits are rationalists who argue that advertising must sell the product or service, and that the more selling points there are in the ad, the greater the chance of moving the consumer to purchase. Poets (proponents of creativity) argue that advertising must build an emotional bond between consumers and brands or companies that goes beyond mere product advertising.
Summary Overview This slide presents some of the adjectives often used to describe creative types, such as artists and copywriters. Creative people tend to be more abstract and less structured, organized, or conventional in their approach to a problem, often relying more in intuition than logic to solve it. Marketing or brand managers (suits), on the other hand, tend to be more conventional and have a business background. These differences between creative and managerial personalities and perspectives must be recognized and tolerated so that creative people can do their best work and all those involved in the advertising process can cooperate.
Summary Overview One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. This slide shows and describes the various steps in Young ’s model of the creative process.
Summary Overview This slide shows another approach to the creative process, which was developed by English sociologist Graham Wallas.
Summary Overview This slide shows various forms of background information that can be provided to creative specialists during the preparation, incubation, and illumination stages of the creative process. In addition, many agencies provide creative people with general preplanning input: Books and periodicals (Advertising Age, Adweek, Brandweek) Trade publications and scholarly journals Pictures and clippings Ads from the competition Other information sources: Local, state, and federal governments Secondary research suppliers Various industry trade associations Advertising and media organizations
Summary Overview Young & Rubicam developed a proprietary tool for building and managing a brand. Known as the BrandAsset Valuator, it produces the type of output shown in this slide. The product or service The target audience A combination of the two Young & Rubicam developed a proprietary tool for building and managing a brand. Known as the BrandAsset Valuator, it measures five factors, including brand differentiation, energy, relevance, esteem, and knowledge to identify core issues for the brand and to evaluate current performance and potential.
Summary Overview This slide shows the objectives for the verification and revision stages of the creative process, as well as the research techniques that can be used. The purpose of these steps is to evaluate the ideas that were generated and then refine them. At this stage of the creative process, members of the target audience may be asked to Evaluate rough creative layouts Indicate the meaning they get from the ad Indicate what they think of its execution Verbalize their reaction to a slogan or theme
Summary Overview This slide shows the various components of an advertising campaign, which is a series of interrelated, integrated, and coordinated marketing communication activities that center on a central theme or idea, in different media, across a specified time period. Most ads are part of a series of messages that make up an IMC or advertising campaign. Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process, as it sets the tone for the individual ads and other IMC tools that will be used. A campaign theme should be a strong idea, as it is the central message that will be communicated in all advertising and promotion activities. The theme is usually expressed through a slogan or tagline that reduces the key idea into a few words or a brief statement.
Summary Overview This slide shows successful themes employed by a number of major companies. The slogans/themes shown here are from some very successful advertising campaigns. Per Steve Cone, there are four basic guidelines for creating a compelling tagline: Say why the company or brand is different without using common words Display real attitude and bypass wishy-washy phrases Appear at all customer touch points, and headline every marketing promotion Recognize that creating a good tagline is an art… the best ones come from flashes of inspiration by great copywriters who see clear and compelling brand promises, then make them come to life.
Summary Overview This slide shows the outline from a creative brief. The brief may also be called a creative platform , work plan , creative blueprint , or creative contract . Just as there are different names for the creative brief, there are variations in the outline and format used, and in the level of detail included. Many creative briefs also include supporting information and requirements, such as brand identifications and disclaimers that should appear in all advertising messages. The creative brief is usually developed by an account representative or an account planner.
Summary Overview This slide shows the major communication interfaces and decision points where gatekeepers on both the agency and client side can impede the flow of information. The marketing information flow depicted here was developed by Jon Sutherland, Lisa Duke, and Avery Abernethy. It shows 5 major decision points at which gatekeepers can impede the flow of information. In addition, there are 4 other potential communication interface failure points: The client or client gatekeeper lacking knowledge of some or all of the information needed The client deciding not to share information with the agency Agency gatekeepers deciding not to share information with creative staffers Internal agency communication failures, which may result in the creative staff not receiving all of the relevant information received from the client.
Summary Overview This slide shows various approaches that can be used to develop the major selling idea of an advertising campaign. This “big idea” should attract the consumer’s attention, get a reaction, and set the advertiser’s product or service apart from the competition. There are myriad ways to approach the search for big ideas and how to execute them. However, these are among the best-known approaches: Using a unique selling proposition Creating a brand image Finding the inherent drama Positioning
Summary Overview This slide presents the USP approach to developing the major selling idea. Each advertisement must make a proposition to the consumer… buy this product and you will get this benefit. The proposition must be something one that the competition either cannot or does not offer. It must be unique either in the brand or in the claim. The proposition must be strong enough to move the mass millions. That is, it must pull consumers to your brand. This approach can be very effective when a particular brand possesses a unique attribute that is important to consumers. However, the advertiser must make sure that they can substantiate the uniqueness claim or they may face legal challenges.
Summary Overview This slide contains a Colgate Total ad that offers a unique selling proposition. Colgate Total ’s unique selling proposition… that there is a connection between the health of your mouth and the health of your body.
Summary Overview This slide shows a bebe ad, which uses image advertising. As shown here, bebe uses advertising to build an image as a sexy and stylish brand.
Summary Overview This slide illustrates the use of inherent drama as an approach to the development of a major selling idea. The inherent drama approach is used often used in advertising for companies/brands such as McDonald ’s, Maytag appliances, Kellogg cereals, and Hallmark cards. A good example of this approach is the new campaign for Hallmark cards… “The biggest little thing you can do.” The ads emphasize the gratitude and appreciation that can come from the small gesture of sending a greeting card, and promotes the 99-cent line of greeting cards that Hallmark has been selling for years. A unique aspect of this campaign was giving consumers the ability to go to a website, choose the card that is given to the person in the ad, then watching the reaction of the person who receives it.
Summary Overview This slide shows the basis of positioning as an approach to the development of a major selling idea. Many of the top brands in various product and service categories have retained their market leadership because they have established and maintained a strong position or identity in the minds of consumers. Quaker State/Q uses a performance positioning strategy (shown here) and targets the “Enthusiast” segment that is involved in maintaining their car, and will most likely purchase their own oil and install it themselves.