This document discusses promotional creativity in television advertisements in Bangladesh. It begins by defining creativity and integrated marketing communications (IMC). It then outlines the promotional mix, including advertising, public relations, personal selling, and sales promotion. The document explains how to create a creative advertisement, including setting objectives and strategies, identifying the target audience, developing positioning and key messaging, and choosing appropriate media. Finally, it provides an example of the famous D'Arcy Masius Benton & Bowles advertising agency and some of its well-known campaigns for clients like Coca-Cola, Budweiser, and M&Ms.

2. Promotional Creativity Shown In
Advertisement In Different Television
Channels Of Bangladesh

3. CREATIVITY,Making the simple complicated is
commonplace; making the complicated simple, awesomely simple,
that's creativity -------Charles Mingus, Musician
CREATIVE ADVERTISING, is really advertising
that creates sales.

4. Creative Planning
IMC
Plan
Advertising
Plan
Creative Plan
• Objectives
• Strategy
• Execution
Media
Plan
Creative and media solutions are
planned together and integrated with
other IMC plans.

5. IMC(Integrated Marketing
Communication)
A method of carefully
coordinating all
promotional activities to
produce a consistent,
unified message that is
customer focused.

6. Promotional Mix:
Advertising
Elements
of the
Promotional
Mix
Public Relations
Personal Selling
Sales Promotion

7. How to create a Creative Advertisement
Creative Objective
Target Audience
Positioning Strategy
Hot buttons
Message Strategy
Key benefit focus
Proof, Reason why
Tone, Appeal
Media

8. Problem / Goal
What is the primary focus of the campaign?
These are only a few examples
• To create or increase awareness
• To alter a perception
• To build or enhance image
• To launch a new product
• To attract a new target market

9. Creative Strategy
The search for the “BIG IDEA.” The concept or central
theme that will bind the campaign together.
Key
Strategic
Elements
Kellogs
Nike
Mountain Dew

10. More “Big Ideas”
Nike Just Do It
Volkswagen Drivers Wanted
KFC Finger lickin’good
Maytag The Idle Repairman
Good creative concepts have longevity and cross
many markets.

11. Creative Appeal Techniques
A sampling of possibilities to motivate the target market!
• Positive
• Negative
• Humour
• Sex
•Affective
• Emotion
• Lifestyle
• Comparison
• Facts
•Resonance

12. Creative Execution
What specific techniques will be used to bring the
strategy to life?
• Product Demonstrations
• Testimonials
• Endorsements
• Taglines and Slogans

13. D'ARCY MASIUS BENTON & BOWLES UNIVERSAL
ADVERTISEMENT
D'Arcy Masius Benton & Bowles (DMB&B) was an advertising agency
in the United States with worldwide subsidiaries.
DMB&B created the original Santa Claus icon for a Coca-Cola ad, as well as
the slogans "This Bud's for you" for Budweiser, "Taste the Rainbow" for
Skittles and "Melts in your mouth, not in your hands" for M&Ms.
D'Arcy won several other big clients, including Standard Oil of Indiana,
Royal Crown Cola, and car manufacturer Studebaker-Packard. In the mid-
1950s the company also opened an office in Chicago. Along with its
branches in Detroit, Houston, Dallas, and Havana, Cuba, this gave D'Arcy
12 offices across North America.

14. Promotional Creativity Shown In Advertisement In
Different Television Channels Of Bangladesh
Here we are displaying some advertisement shown in our different
television channels

19. Idea Generation:
1.We have learned about IMC.
2.We have learned how to create a
creative advertisement.
3.We have identified potential
creative advertisement of our
country.
4.At all we think we have a good
concept about the creative process
of advertisement

20. THANK YOU ALL