Creative Planning :Strategy & Development
MemberNo.   Student ID                   Name 1     080306      MD. Monirul Islam 2     080310      Reaz Hossain 3     080...
Contents: 1   The Important of Creativity in Advertising 2   Planning Creative Strategy 3   The Creative Process 4   Creat...
The Importance of Creativity in Advertising • Survive or Die • Building brand image • Improving brand image
The Importance of Creativity in Advertising
The Importance of Creativity in Advertising                            Cannes Festival                            The Olym...
Planning Creative StrategyDifferent Perspective on Advertising Creativity     Production side : ads as promotional tools t...
Planning Creative Strategy       Creativity Challenge
Planning Creative Strategy        Taking Creative Risk     Clients takes some risks if they want     breakthrough advertis...
Planning Creative Strategy          The Perpetual Debate       Creative                         Hard sell Advertising     ...
Planning Creative Strategy Creative Personnel Less Structured Organized Conventional the problem Intuition more than L...
The Creative Process         Young’s Model of             Graham Wallas’s        the creative process              Model  ...
The Creative Process Account Planning A process that involves conducting research and gathering all relevant information a...
The Creative Process        Inputs to the Creative Process:     Preparation, Incubation, Illumination    Background       ...
The Creative Process Product/Service-Specific       Qualitative Research        Research                       Input    P...
The Creative Process           Inputs to the Creative Process:               Verification, Revision                       ...
Creative Strategy Development
Creative Strategy Development Brand ’s campaign   Bear brand ’s campaign
Top 10 Advertising Slogans of the Century      Company or Brand      Campaign or Theme      1.   DeBeers          Diamonds...
Creative Strategy Development            Slogans Game
Creative Strategy Development Copy Platform Specifies the basic elements of the creative strategy. Maybe called; creative ...
Creative Strategy DevelopmentMajor Selling IdeaShould emerge as the strongest singular thing you can say aboutproduct or s...
Creative Strategy DevelopmentBest- Known Major Major Selling Idea Approaches
Creative Strategy Development Unique Selling Proposition (USP) 1.    Each advertisement must make a proposition to the con...
Creative Strategy DevelopmentMany Creative Campaigns Now Involve the Internet Traditional    = Advertising for mass media...
Creative Strategy Development  Creating a Brand Image Development of a strong,  memorable identity for the  brand through...
Creative Strategy Development            Finding the Inherent Drama        “ Is often hard to find but it is always there,...
Creative Strategy Development   Positioning Advertising is used to establish  or “ position” the product or  service in a...
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Advertising presentation

  1. 1. Creative Planning :Strategy & Development
  2. 2. MemberNo. 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. 3. Contents: 1 The Important of Creativity in Advertising 2 Planning Creative Strategy 3 The Creative Process 4 Creative Strategy Development
  4. 4. The Importance of Creativity in Advertising • Survive or Die • Building brand image • Improving brand image
  5. 5. The Importance of Creativity in Advertising
  6. 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. 7. Planning Creative StrategyDifferent 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
  8. 8. Planning Creative Strategy Creativity Challenge
  9. 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. 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. 11. Planning Creative Strategy Creative Personnel Less Structured Organized Conventional the problem Intuition more than Logic
  12. 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. 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. 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. 15. The Creative Process Product/Service-Specific Qualitative Research Research Input  Product/Service-Specific  Focus groups Preplanning Input  Problem detection  Ethnographic research
  16. 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
  17. 17. Creative Strategy Development
  18. 18. Creative Strategy Development Brand ’s campaign Bear brand ’s campaign
  19. 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?
  20. 20. Creative Strategy Development Slogans Game
  21. 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. 22. Creative Strategy DevelopmentMajor Selling IdeaShould emerge as the strongest singular thing you can say aboutproduct or service. This should be the claim with the broadest andmost meaningful appeal to target audience. Be certain you can livewith it; it stands strong enough.
  23. 23. Creative Strategy DevelopmentBest- Known Major Major Selling Idea Approaches
  24. 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. 25. Creative Strategy DevelopmentMany 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. 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. 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. 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

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