McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter...

22
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process

Transcript of McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter...

Page 1: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 10

Creative Strategy and

the Creative Process

Page 2: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-2

Chapter Overview

How advertising strategies are translated into creative briefs and

message strategies that guide creativity

Page 3: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-3

Chapter Objectives

Discuss the meaning and importance of

creativity

Tell how to tell great advertising from ordinary

List techniques creatives use to be more

productive

Identify members and tasks of the creative

team

Define the four roles people play at stages of

the creative process

Explain the role and effect of the creative

brief

List principal elements of a creative brief

Page 4: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-4

Nonverbal ad design

Verbal message

What Makes great Advertising?

Art Director

Creative Director

Copywriter

The Creative Team

Page 5: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-5

What Makes great Advertising?

Transformational

Informational “Boom”

Audience Resonance

Problem avoidance or

removal

Use positive reinforcement to offer a reward

Gets your attention… now!

Often fail to resonate with the audience

Page 6: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-6

What Makes great Advertising?

Strategic Relevance

Audience Needs, Wants

Client Needs

“I can’t believe I ate the whole thing” was a flop

Page 7: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-7

What Makes great Advertising?

Target believes in brand icons

Page 8: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-8

Elements of Advertising

StrategyTarget

Audience

ProductConcept

CommunicationsMedia

AdvertisingMessage

Page 9: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-9

Writing the Creative Brief

Issues to Consider Elements of the Brief

Who?

Why?

What?

Where?

When?

Objective statement

Support statement

Tone orbrand character

statement

Page 10: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-10

Formulating Strategy

Selected advertising appeals

Page 11: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-11

Message Strategy

Verbal Nonverbal Technical

I’m late!

Page 12: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-12

Message Strategy

This Snickers ad exemplifies the art of nonverbal communication

Page 13: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-13

Creativity’s Roles

Creativity’s Roles

Fact-BasedThinking

Value-BasedThinking

vs.

InformInform RemindRemind “Boom”“Boom”PersuadePersuade

Page 14: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-14

The Creative Process

Explorer

Insight Objective Brainstorm

Page 15: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-15

The Creative Process

Artist

Develop “Big Idea”

Parody

Eliminate Compare

Connect Reverse

Imagine AdaptConcept Transformation

Implementcreative pyramid

Page 16: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-16

The Creative Pyramids

Page 17: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-17

The Creative Process

Milwaukee Tools brings a new

identify to the humble

electrical outlet

Page 18: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-18

The Creative Process

This ad for K2 skis exemplifies the five steps of the creative pyramid

Page 19: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-19

The Creative Process

Judge

Is this idea an ah! or an uh-oh?

What’s wrong and right with this idea?

What if it fails? Is it worth the risk?

What is my cultural bias?

What’s clouding my thinking?

Page 20: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-20

The Creative Process

Appalling1

Destructive2

Not competitive3

Cliché4

Innovative strategy5

Fresh idea(s)6

Excellence in craft7

New standard in product category

8

New standard in advertising9

World Class10

Leo Burnett’s GPC rating scale

Page 21: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-21

The Creative Process

Warrior

Be bold

Sharpen your skills

Examine criticism in advance

Overcome obstacles

Use energy wisely

Be persistent

Savor your victories

Learn from defeat

Page 22: McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

10-22

Key Components of Selling

Strategic Precision

Savvy Psychology

Slick Presentation

Structural persuasion

Solve the problem


McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill ...

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill ...

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

Creative Strategy: Implementation and Evaluation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Creative Strategy: Implementation and Evaluation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 8/9.

Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 8/9.

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved.

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved.

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill ...

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill ...

McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies ...

McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies ...

Chapter eight Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

Chapter eight Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

McGraw-Hill©The McGraw-Hill Companies, Inc., 2000 SUBNETTING.

McGraw-Hill©The McGraw-Hill Companies, Inc., 2000 SUBNETTING.

Correlated to Macmillan/McGraw-Hill€¦ · Mondo Bookshop - Grade K correlated to Macmillan/McGraw-Hill Treasures. Mondo Bookshop Macmillan/McGraw-Hill Treasures. Mondo Macmillan/McGraw-Hill

Correlated to Macmillan/McGraw-Hill€¦ · Mondo Bookshop - Grade K correlated to Macmillan/McGraw-Hill Treasures. Mondo Bookshop Macmillan/McGraw-Hill Treasures. Mondo Macmillan/McGraw-Hill

McGraw-Hill 10-1. 10 McGraw-Hill Systems Analysis & Programming.

McGraw-Hill 10-1. 10 McGraw-Hill Systems Analysis & Programming.

Creative Strategy: Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Creative Strategy: Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Creative Execution: Art and Copy.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Creative Execution: Art and Copy.

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., ...

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., ...

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

Creative Strategy: Planning and Development 8 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Creative Strategy: Planning and Development 8 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Creative Planning, Strategy and Development © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Creative Planning, Strategy and Development © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.