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CHAPTER 5

Creative Planning Essentials

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Learning Objectives

Identify communications process elements Distinguish between client & agency

responsibilities in creative development Explain creative development stages Discuss the creative brief and its processes

Continued...

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Learning Objectives (cont.)

Identify and distinguish among creative objectives, strategies and execution

Describe appeal techniques Identify the various execution techniques used

for presenting messages Explain measurement techniques for

evaluating creative

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Advertising Plan

Is divided into two distinct yet connected sectionsCreative Plan

Devise message

Media Plan

Devise media strategies

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Creative Development Process

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Client Responsibility

Provide enough market, competitor, customer, and product information

Helps develop creative objectives

Limited input of creative strategy statements

Creative evaluation process

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Agency Responsibility

Understand the marketplace

Develop a more precise creative strategy

Creative execution details

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Client- Agency Responsibility

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Creative Brief

A discussion document prepared by the client. It contains relevant information that the agency creative team (copywriters and art directors) can use to develop the creative strategy.

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Content of a Creative Brief

Market InformationMarket profile

Product profile

Competitor profile

Target market profile

Budget

Continued…

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Content of a Creative Brief (cont.)

Problem IdentificationIdentification of problem or

Overall communication goal

Continued…

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Problem Identification

A few generic examples of overall communication goals:To create or increase brand awareness

To position or reposition a product in the customer’s mind

To present a new image (re-image of brand)

To attract a new target market

To introduce a line extension

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Content of a Creative Brief (cont.)

Advertising ObjectivesAwareness

Interest

Preference

Action

New image

New targets

Continued…

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Content of a Creative Brief(cont.)

Positioning – Strategy StatementBrand benefits, personality or desire image

Creative ObjectivesMessage content objectives

Key benefit statement

Support-claims statement

Continued…

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Content of a Creative Brief(cont.)

Creative StrategyBuying motivationTone and styleThemeAppeal techniques

Continued…

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Creative Strategy

How will the message be communicated to the target audience?Here are some common creative appeal techniques:

Positive NegativeFactual ComparativeHumorousEmotional SexualLifestyle

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Website Examples

www.levis.com

www.dairygoodness.ca

www.olympuscanada.com

What creative strategies have these firms used on their websites?

Through which marketing communications activities and media?

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Content of a Creative Brief (cont.)

Creative ExecutionTactical considerations

Production considerations

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Creative Execution

Tactical ConsiderationsWhat is the best or most convincing way to present a product so the consumer will be motivated to purchase it?

Torture testsProduct as heroProduct comparisons

TestimonialsEndorsementsProduct demonstrations

Continued….

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Creative Execution (cont.)

Production ConsiderationsMessage content and media decisions

Budget available

Mandatory content

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Creative Evaluation

Does the ad reflect the positioning statement?

Does it mislead or misinterpret the intent of the message?

Is the ad memorable?

Is the brand recognition effective?

Should the ad be researched?

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Research Techniques

Creative ResearchIs to measure the impact of a message on a target audience.

Pre-test: evaluated before final production or media placement

Post-test: evaluating during or after its placement

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Recognition and Recall Testing

Recognition testing Testing for awareness

Recall testingTesting for comprehension and impact

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Common Research Methods

Starch Readership testNoted

Associated

Read most

Day- After Recall TestingResearch is conducted the day after an audience has been exposed to the ad for the first time

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Other Research Methods

Opinion-Measure Testing

Physiological Testing

Inquiry Tests (Split-Run tests)

Controlled Experiments