chapter12

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Creative Strategy and the Creative Process

The role of public relations, sponsorships, and corporate advertising

in relationship marketing and IMC

12-3

Chapter 12 Objectives

Discuss the meaning and the importance of creativity

Identify members of the creative team

Tell how to differentiate great advertising from the ordinary

Explain the roleof the creative brief

List principal elements that should be included in the creative brief

Explain the differences between the message strategy and creative strategy

Define the four roles people play at different stages

of the creative process

List several techniquesthat creatives can useto be more productive

12-4

What Makes Great Advertising?

Audience Resonance

Informational Transformational

Strategic Relevance

Audience Needs & Wants Client Goals

The Creative Team

Copywriter Creative DirectorArt Director

12-5

What Makes Great Advertising?

Rolling Stone magazine used past covers for this memorable ad

Insert photo 12.2, p. 371

Rolling Stone Beatles ad

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

12-6

What Makes Great Advertising?

A California Department of Health transformational ad demarkets smoking

12-7

Formulating Advertising Strategy:The Four Elements

TargetAudience

ProductConcept

CommunicationsMedia

AdvertisingMessage

12-8Formulating Strategy:Writing the Creative Brief

Issues to Consider Elements of the Brief

Who?

Why?

What?

Where?

When?

How?

Objective Statement

Support Statement

Tone orBrand Character

Statement

12-9

Formulating Strategy

Selected advertising appeals

Insert ex. 12-1, p. 375

Selected advertising appeals

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

12-10Formulating Strategy:Message Strategy

Verbal Nonverbal Technical

!

12-11Formulating Strategy:Message Strategy

Verbal Nonverbal Technical

!

12-12Formulating Strategy:Message Strategy

Verbal Nonverbal Technical

!

12-13Formulating Strategy:Message Strategy

Nonverbal communication is key in this Master Lum ad

Insert photo 12.5, p. 376

Master Lum ad

Position = 2.8” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

12-14

Creativity’s Roles

How Creativity Enhances Advertising

Fact-BasedThinking

Value-BasedThinking

vs.

InformInform RemindRemind “Boom”“Boom”PersuadePersuade

12-15

The Creative Process

Explorer Insight Objective Brainstorm

12-16

The Creative Process

Explorer

Artist Develop“Big Idea”

Parody

Eliminate Compare

Connect Reverse

Imagine Adapt

Concept Transformation

Insight Objective Brainstorm

12-17

The Creative Process

Axe uses parody to emphasize how much of an aphrodisiac its cologne is

Insert photo 12.13, p. 387

Axe parody ad

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

12-18

The Creative Process

Explorer

Artist Develop“Big Idea”

Implement:CreativePyramid

Insight Objective Brainstorm

Action

Desire

Credibility

Interest

Attention

12-19

The Creative Process

K2 Skis ad demonstrates creative pyramid

12-20

The Creative Process

Explorer

Artist

Judge

Develop“Big Idea”

Implement:CreativePyramid

Insight Objective Brainstorm

Risky,Delicate

Decisions

12-21

The Creative Process

Leo Burnett’s GPC rating scale

10 World Class

9 New standard in advertising

8 New standard in product category

7 Excellence in craft

6 Fresh idea(s)

5 Innovative strategy

4 Cliché

3 Not competitive

2 Destructive

1 Appalling

12-22

The Creative Process

Explorer

Artist

Judge

Develop“Big Idea”

Implement:CreativePyramid

Insight Objective Brainstorm

Risky,Delicate

Decisions

Warrior OvercomeObstacles

Presentto Client