ADVERTISINGCREATIVITY
Creative Strategy
Creative Strategy
Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
Creative Tactics
Creative Tactics
Determining how the message strategy will be executed
Determining how the message strategy will be executed
CREATIVE PROCESS INCLUDES
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
Verification - Refining the ideaPreparation - Gathering
InformationIllumination - Seeing the
Solution Incubation - Sitting Problem
Aside
The Creative Process
ObjectiveObjective
Evaluate ideas Evaluate ideas
Reject the inappropriateReject the inappropriate
Refine the remainingRefine the remaining
Give ideas final expressionGive ideas final expression
Directed focus groups
Message communication studies
Portfolio tests
Viewer reaction profiles
TECHNIQUES
Creative Strategy
Target audience identity
Basic problem, issue, opportunity
Major selling idea or keybenefit
Any supportive information
COPY OUTLINES
• 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
Positioning the Brand
Use a UniqueSelling Position
Positioning Create the Brand Image
Seeking the Major Idea
The Unique Selling Proposition Unique Selling Proposition
Benefit Unique Potent
Buy this product/service and you get this benefit or reward
Must be unique to this brand or claim; something rivals can't or don't offer
Promise must be strong enough or attractive enough to move people
Copywriting and The Creative PlanCopywriting is the process of expressing the value and benefits a brand has to offer.
A creative plan is the guideline that specifies the message elements of advertising copy.
Print Media RequirementsAll media in the print category all use the
same copy elementsThe way these elements are used varies with
the objective for using the medium
Newspapers
Copy does not have to work as hard to catch audience’s attention
Straightforward and informative
Writing is brief
Magazines
Better quality ad productionAds can be more informative and carry longer copy
How to Write Radio CopyRadio Guidelines
Keep it personalSpeak to listener’s interestsMake it memorableInclude call to actionCreate image transferMAIN POINTS-MusicSound effectsVoice
How to Write Television CopyMoving action makes television so
much more engaging than print.The challenge is to fuse the images
with the words to present a creative concept and a story.
Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media.
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