© 2006 Pearson Education Canada Inc. 5.1 Canadian Advertising in Action Chapter 5 Creative Planning...
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Transcript of © 2006 Pearson Education Canada Inc. 5.1 Canadian Advertising in Action Chapter 5 Creative Planning...
© 2006 Pearson Education Canada Inc. 5.1
Canadian Advertising in Action
Chapter 5
Creative Planning Essentials
© 2006 Pearson Education Canada Inc. 5.2
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 Identify and distinguish among creative objectives,
strategies and execution Describe appeal techniques Explain measurement techniques for evaluating
creative
© 2006 Pearson Education Canada Inc. 5.3
The Communications Process
Sender Message ReceiverNoise
Feedback
Action by Receiver
Media
© 2006 Pearson Education Canada Inc. 5.4
Taking in Messages
A consumer will exhibit four behaviours before purchasing goods and services:
1. Awareness
2. Comprehension
3. Conviction
4. Action
© 2006 Pearson Education Canada Inc. 5.5
Creative Development Process
© 2006 Pearson Education Canada Inc. 5.6
Creative Brief Document
A discussion document prepared by the client. It contains relevant information that the agency creative team can use to develop the creative strategy.
© 2006 Pearson Education Canada Inc. 5.7
Creative Brief
1. Market InformationMarketBrandCompetitor
2. Target Market Profile
3. Budget
4. Problem Identification Cont’d…
© 2006 Pearson Education Canada Inc. 5.8
Creative Brief (cont’d)
5. Communications ObjectivesAwareness & PreferenceFrequency or Variety of Use Attract New TargetsCommunicate Product ImprovementsOther
6. Positioning Strategy Statement
Cont’d…
© 2006 Pearson Education Canada Inc. 5.9
Creative Brief (cont’d)
7. Creative ObjectivesKey-benefit StatementSupport-claims Statements
8. Creative StrategyTone and StyleTheme Considerations Appeal Techniques
© 2006 Pearson Education Canada Inc. 5.10
Creative Strategy
Positive
Negative
Factual
Comparative
How will the message be communicated? Several appeal techniques are common.
Humorous
Emotional
Sexual
Lifestyle
© 2006 Pearson Education Canada Inc. 5.11
Website Examples
Levi’s JeansTim Horton’sMaytag
What creative strategies have these firms used on their websites?
Through which marketing communications activities and media?
© 2006 Pearson Education Canada Inc. 5.12
Creative Execution
How to present the message?
Testimonials
Endorsements
Demonstrations
What ways were used on the website? Elsewhere?
Torture Tests
Product as Hero
Product Comparisons
© 2006 Pearson Education Canada Inc. 5.13
Creative Execution
Are there production considerations?
Length of Commercial
Size of Ad
Use of Colour
© 2006 Pearson Education Canada Inc. 5.14
Influences on Creative Objectives and Strategies
• Product Characteristics• Image and Reputation• Competitor Strategy• Target Market Profile• Budget• Primary Goal of Campaign• Positioning Statement
• Product Characteristics• Image and Reputation• Competitor Strategy• Target Market Profile• Budget• Primary Goal of Campaign• Positioning Statement
Creative ObjectivesCreative Objectives
Creative StrategyCreative Strategy
Creative ExecutionCreative Execution
© 2006 Pearson Education Canada Inc. 5.15
Creative Evaluation
Clients consider the following criteria: Is it on strategy? Does it mislead or misrepresent? Is it memorable? Is there effective brand recognition? Is there a need for research?
I like it! I don’t like it!
© 2006 Pearson Education Canada Inc. 5.16
Creative Research
Recognition Tests
Recognition Tests
RecallTestsRecallTests
Tests for awareness of brand advertising
Tests for impact and comprehension
© 2006 Pearson Education Canada Inc. 5.17
Some Research Methods
Starch Readership Test• Noted
• Associated
• Read Most
Day After Recall• Exposure to and recall of commercials
© 2006 Pearson Education Canada Inc. 5.18
Other Research Methods
Opinion Measure Testing
Physiological Testing
Inquiry Tests (Split Runs)
Controlled Experiments (Test Markets)