Lecture 5-creative strategy-planning


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  • Relation to Text This slide relates to pages 264-265 of the text. Summary Overview This slide presents the ultimate challenge of creative marketing… there are no rules. Use of this Slide Use this slide to point out that creativity is limited only by guidelines; there are no hard and fast rules or formulas that guarantee success. Marketers must take all the research, creative briefs, strategy statements, communications objectives, and other input and transform them into an advertising message that engages the audience’s interest and makes the ads memorable. Because there are no absolute rules, no formulas, no “right way,” given the same problem, a dozen creative talents would solve it a dozen different ways.
  • Relation to Text This slide relates to material on pages 269-270 of the text. Summary Overview This slide shows another approach to the creative process, which was developed by English sociologist Graham Wallas. Use of this Slide Like the previous slide, this one can be used to discuss how the development of creative ideas is really a process that involves a series of steps.
  • Relation to Text This slide relates to pages 270-271 of the text. 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. Use of this Slide Use this slide to illustrate the type of background information that is provided to creative specialists to help them learn more about the client’s product/service or brand. 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
  • Relation to Text This slide relates to page 272-274 of the text. Summary Overview This slide is an introduction to qualitative and ethnographic research. Use of this Slide Use this slide to explain that many agencies use qualitative and ethnographic research, in addition to quantitative research studies. Qualitative research techniques: In-depth interviews Focus groups Focus groups bring together 10 to 12 people from the target market, who are then led through a discussion regarding a particular topic. These groups give insight into why and how consumers use a product or service. During ethnographic research, consumers are observed in their natural environment. Some agencies send anthropologists or trained researchers into the field to study and observe consumers in their homes, at work, or at play. As a rule, creative people are open to any research or information that will help them better understand the client’s target market.
  • Relation to Text This slide relates to page 275 of the text. 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. Use of this Slide This slide can be used to discuss the concept of advertising campaigns. 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.
  • Relation to Text This slide relates to pages 280-283 of the text. Summary Overview This slide shows various approaches that can be used to develop the major selling idea of an advertising campaign. Use of this Slide This slide can be used to discuss the concept of the major selling idea and various approaches that advertisers can use to guide the creative team’s search for the big idea . 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
  • Relation to Text This slide relates to pages 284-285 of the text and Exhibit 8-15. Summary Overview This slide shows a bebe ad, which uses image advertising. Use of this Slide This slide can be used to discuss the creative strategies used to sell products based on the development of a strong, memorable identity for the brand through image advertising. As shown here, bebe uses advertising to build an image as a sexy and stylish brand.
  • Lecture 5-creative strategy-planning

    1. 1. Creative Strategy:Planning and Development Dr. George BelchSan Diego State University © 2012 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    2. 2. Advertising Creativity Determining what theCreative advertising message will sayStrategy or communicate Determining how theCreative message strategy will be Tactics executed
    3. 3. Creative Advertising for Old Spice Body Wash Smell like a man, man The man your man could smell like
    4. 4. Different Perspectives on Creativity? It isn’t creative Only artistic if it doesn’t sell value and originality countStick with Try what something works new Managers Creatives
    5. 5. Determinants of CreativityDivergence Relevance Originality Ad-to-consumer Flexibility Brand-to-consumerElaboration SynthesisArtistic Value
    6. 6. Creative Advertising for Absolut
    7. 7. The Creative Challenge There are no rules
    8. 8. Creative vs. Hard-Sell Advertising“Suits” are “Poets” arerationalist proponents salesmen of creativity
    9. 9. Young’s Creative Process Get raw material and data, andImmersion 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
    10. 10. Wallas’ Creative Process Model Illumination Preparation Seeing the Gathering Solution Information The Creative Process Verification Incubation Refining Setting the Idea Problem Aside
    11. 11. Getting Creative Input Use theRead anything product to Listen to whatrelated 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
    12. 12. Qualitative Research Input Interviews and Focus Groups
    13. 13. Input Verification and Revision •Evaluate ideas •Reject the inappropriateObjective •Refine the remaining •Give ideas final expression •Directed focus groups •Message communication studiesTechniques •Portfolio tests •Viewer reaction profiles
    14. 14. Storyboards and Animatics
    15. 15. An Advertising Campaign IntegratedInterrelated Marketing Coordinated Communication ActivitiesIn Different Centered on a Over a Time Media Theme or Idea Period
    16. 16. Advertising Campaign Themes The central message that will be communicated in all of the various IMC activities Miller Adidas Gillette BMW Red Bull Lite “ Impossible is “ The Best a “Red Bull Gives Nothing” Man Can You Wings” Get.”
    17. 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
    18. 18. Search for a Major Selling Idea Finding the Use a Uniqueinherent drama Selling Position Seeking the Major Idea Positioning Create a Brand Image
    19. 19. The Unique Selling Proposition (USP) Benefit Unique PotentBuy this Must be Promiseproduct/serv unique to must beice and you this brand or strongget this claim; rivals enough tobenefit cant or dont move mass offer it millions
    20. 20. Colgate’s Unique Selling Proposition
    21. 21. Image Advertising
    22. 22. Inherent Drama Messages generally presented in a warm, emotional way Focuses on consumer benefits with an emphasis on the dramatic element
    23. 23. 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
    24. 24. Pepsi Max is Positioned as a Diet Cola for Men © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin