7 Advertising Creative

8/11/2019 7 Advertising Creative

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Advertising Creative

Chapter seven


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Introduction

What is the importance of Creative

Advertising?


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It provides the greatest impact on sales.

To have a Creative advertising we must spend:

More time on developing

More Energy


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The power of creative message

Never underestimate the power of the creative massage

For example:

Ortega Tacos, they had two potential messages.

First they describe the product.

Second they told about the product that it is Fun to Make.

Fun to Eat

The Second is more effective, memorable, and persuasive

since the creative message allowed more people to relate

easily to the product.


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Definition of a creative advertising

It is the advertising that is different from other

advertising.

It is innovative and fresh. It is an application of

something that is common in an uncommon

way.


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Sales GeneratorTo sell to your target group you must:

-Have their attention

-Present an effective sales message

Advertising is not judged to be creative just because it is different;

It must:

- Address a business reason for being; it is called strategy


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Career Advancement

As much as being creative as much as

they win awards.


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It is Fun

Clients spend more time with the advertising

creative product because it is one of the best

ways to increase sales.

Creative process is the heart of advertising

and is probably the most fun you will have

working in business-advertising or any otherbusiness .For the matter.


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Creative Development

We must understand where the creative development fits into

the scheme of advertising development.

Stages of Creative Development:

- Understand your target audience- Understand your Motivation

- Differentiate your Brand

- Write a creative Platform

- Concept Development

- Advertising Execution


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Understand your target

audience

Where they live, When they Buy and all

about Situation Analysis


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Understand your Motivation

Isolate the factors that motivate purchase

behavior, and when it is unique about your

brand

The relation between these two pieces of

information will likely be the basis for our

strategic directions.


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Differentiate your Brand

Take place either strategically or exceptionally


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Write a creative Platform

Variety of names are for creative Platform

Some call it:

-The creative work plan

Others call it simplyBuilding a Communication Strategy

Creative Brief

It is used by account planners to combine strategy with

other background materials to brief the creative's .


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Concept Development

Here we develop our selling premise

This premise will contain a campaign line

The unique combination of motivating factors andbrand uniqueness can be combined into a

proposition.


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Spending more time in advertising recognize that there are many

accepted labels for the stages of the process, strategies, concepts,

ideas, selling ideas prepositions and even the element of advertising

itself.

You may run across some of this with other labels

Advertising Execution

It is the advertising itself. Tactics

In the case of advertising campaigns class, this would likely

take the form of copy and layout, storyboards and scripts.


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A. TARGET AUDIENCE

The Most Likely Candidate.

It is an outline of who is the most likely candidate

to be motivated to do something as a result of

the advertising.

It is stated in demographic terms, but

psychographics and usage-related descriptions

are also appropriate.


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Marketing Strategy/people

Care should be taken to make certain that the same group of

people is being addressed, it need not be identical wording.

Objective

To Establish is what you want the advertising to do.

The language should be exactly the same as the

language found in the marketing strategy foradvertising creative.


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C. Strategy

To convince

This is how we want the advertising specifically toaccomplish the objective above

There are many formats:

- To convince:.

- To buy:

- Instead of:..

- Because:.


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D. Support

Support is a reason to believe the strategy

Can be either : -research that supports the strategy- advertising reason why

A helpful concept for developing support is Source Credibility

Public relations and source credibility

Make the advertising more credible


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E. Considerations

It is also known as Mandatories

Sometimes it include all the client dictates.

It can also include legal requirements.


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F. Tone

The way that you say it.

It may be a statement or just a couple of words

that is a best way to speak to the target audience

Can also be a complete Brand Character

statement

However the shorter format of a couple ofwords is preferable.

It should get to the point.


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G. Rationale

Reinforce your recommendation

We explain the decision-making process.

No right or wrong answers in planning only better

ways to support what you want to do.

YOUR GOAL

Proving that the creative platform you are

recommending is a clear delineation of thecreative objective which is the marketingstrategy.


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H. Tactics

Tactics = Creative Execution You may include few items that are common to all the

advertising in the planning document

If there is something that is tactically different from what hasbeen used before (new spokesperson), it goes here if the change

is only tactical not strategic.

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