Creative Strategy: Planning and Development
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Transcript of Creative Strategy: Planning and Development
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
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Creative Strategy:Planning and Development
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Advertising Creativity
Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
CreativeStrategyCreativeStrategy
CreativeTactics
CreativeTactics
Determining how the message strategy will be executed
Determining how the message strategy will be executed
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Creative Advertising for Shangri-La Hotels
It’s in our Nature
There’s no greater act of hospitality than to embrace a stranger as one’s
own.
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The Importance of Creativity
Best ads of all time?
• Alka-Seltzer…Mama Mia! That’s a spicy meatball!
• Nissan …Enjoy the ride.
• Altoids… Curiously strong.
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Different Perspectives on Creativity?
Managers Creatives
Only artistic value and
originality count
It isn’t creativeif it doesn’t sell
Stick with what works
Try something
new
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Determinants of Creativity
Divergence
Originality
Flexibility
Elaboration
Synthesis
Artistic Value
Relevance
Ad-to-consumer
Brand-to-consumer
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Creative Advertising for Absolut
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The Creative Challenge
There are no rules
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Residence Inn Takes a Creative Risk
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Creative vs. Hard-Sell Advertising
“Suits” are rationalist salesmen
“Poets” are proponents of creativity
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Creative Personnel
Abstract
Less structured
Less organized
Unconventional
Intuitive
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Young’s Creative Process
Get raw material and data, and immerse yourself in the problemImmersion
Take the information, work it over, wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
“Eureka! I have it!” phenomenonIllumination
Study the idea, evaluate it, reshape it for practical usefulnessVerification
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Wallas’ Creative Process Model
IncubationSetting Problem
Aside
PreparationGathering
Information
IlluminationSeeing the
Solution
VerificationRefiningthe Idea
TheCreativeProcess
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Test Your Knowledge
A client manufactures maternity clothes for businesswomen, and it wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops to see how they were selected could be a part of the _____ stage of the creative process.
A) Preparation
B) Verification
C) Revision
D) Reality check
E) Incubation
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Getting Creative Input
Read anything related to the
product or market
Listen to what people are
talking about
Use the product to become familiar with it
Ask everyone involved for information
Work in and learn about the
client’s business
Conduct studies of product, service,
audience
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Branding Research
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Qualitative Research Input
Interviews and Focus Groups
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Input Verification and Revision
•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression
•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression
ObjectiveObjective
•Directed focus groups•Message communication studies•Portfolio tests•Viewer reaction profiles
•Directed focus groups•Message communication studies•Portfolio tests•Viewer reaction profiles
TechniquesTechniques
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Storyboards and Animatics
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An Advertising Campaign
IntegratedIntegrated
InterrelatedInterrelated CoordinatedCoordinated
In Different Media
In Different Media
Over a Time Period
Over a Time Period
Marketing Communication
Activities
Marketing Communication
Activities
Centered on a Theme or IdeaCentered on a Theme or Idea
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Campaign Themes
Marlboro Marlboro Country
Wheaties Breakfast of Champions
BMW The ultimate driving machine
Nike Just do it
McDonald’s I’m lovin’ it
Key Jewelers Every kiss begins with Kay
Allstate You’re in good handswith Allstate
Company or Brand Campaign Theme
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Test Your Knowledge
Advertising campaign themes:
A) Are always tactical in nature and design
B) Set the tone or direction for all of the individual ads that make up the campaign
C) Are typically designed by the client and implemented by the agency
D) Are usually used for ads that run in only one type of media vehicle
E) Are described by all of the above
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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
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Marketing Information Flow
Knowledge of vital
marketing information
Client gatekeepers(Brand manager)
Internal client decision to share
information with agency
Agency gatekeeper(Account manager)
Agency gatekeeperdecision on sharingclient info with staff
Creative staff
Art is created
Client/agency communication
Internal agency communication
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Search for a Major Selling Idea
Finding the inherent drama
Finding the inherent drama
Use a UniqueSelling PositionUse a Unique
Selling Position
Create a Brand Image
Create a Brand ImagePositioningPositioning
Seeking the Major Idea
Seeking the Major Idea
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The Unique Selling Proposition (USP)
Must be unique to this brand or claim; rivals can't or don't offer it
Must be unique to this brand or claim; rivals can't or don't offer it
UniqueUnique
Buy this product/service and you get this benefit
Buy this product/service and you get this benefit
BenefitBenefit
Promise must be strong enough to move mass millions
Promise must be strong enough to move mass millions
PotentPotent
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Colgate’s Unique Selling Proposition
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Image Advertising
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Test Your Knowledge
Which of the following is most often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market?
A) Unique selling propositions
B) Brand image
C) Inherent drama
D) Transformational advertising
E) Positioning
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Inherent Drama
Messages generally presented in a warm,
emotional way
Focuses on consumer benefits with an emphasis on the dramatic element
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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
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Contemporary Approaches to the Big Idea