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Creative Strategy:
Planning and Development
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ADVERTISING CREATIVITY
Advertising Creativity: theability to generate fresh,unique and appropriate ideasthat can be used as solutionsto communication problems.
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Planning the Creative Strategy
PreparationGathering information - Getting raw material or data &immersing one's self in the problem to get background.
Incubation Setting problem aside - Ceasing analysis and putting the
problem out of conscious mind for a time.
Illumination Seeing the solution - Often a sudden inspiration or intuitive
revelation about a potential solution.
Verification Refining the idea - Studying the idea, evaluating it, and
developing it for practical usefulness.
Creative Process
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Inputs To The Creative Process
Background research-General Preplanning Input:
Books, periodicals, trade publications, clipping services,journals, magazines, etc.
Trends, developments in marketplace
Product/Service Specific Research Qualitative and quantitative studies
Problem detection studies
Focus groups
Ethnographic studies
Preparation/Incubation/Illumination
Account Planning- is a process that involves conducting research andgathering all relevant information about a clients products/services,brand and consumers in the target audience. It is used to facilitate thecreative process
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Asking
Questions
Inputs to the Creative Process
Reading andanalysis
Product
research
Listening
to others
Trying the
product
Working withthe client
CREATIVEPROCESS
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Verification and Revision of Ideas
Objectives:
Evaluate ideas generated Reject inappropriate ideas
Refine remaining ideas
Give them final expression
Techniques used: Directed focus groups
Portfolio tests
Viewer reaction profiles
Use of Storyboards and Animatics
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Storyboards and Animatics
A Storyboard is a series of
drawings used to present thevisual plan or layout of aproposed commercial. Itcontains a series of sketchesof key frames or scenes along
with the copy or audio portionfor each scene.
Animatic is a video tape ofthe storyboard along with anaudio soundtrack
Commercials can beevaluated in storyboard andanimatic form as part of thecreative process
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Creative Strategy Development
Advertising Campaign
A set of interrelated and coordinated integratedmarketing communication activities that center on aparticular theme or idea that appears in different mediaacross a specified time period.
Campaign Theme
The central message that will be communicated in all ofthe various IMC activities and should be a very strong
idea
Apollo Tyres Go The Distance
L&T Financial Services Happiness Multiplied
BMW The Ultimate Driving Machine
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Some Popular Advertising Themes
1. Airtel
2. Tanisq
3. Idea
4. Tata Docomo
5. TataSky
1. Har ek friend zaroori
hota hai
2. True Diamond
3. No idea.Get idea
4. No getting away
5. Poochne mein kya
Jaata hai
Company or Brand Campaign Theme
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Major Selling Ideas
Using a unique selling position
Creating a brand image
Finding the inherent drama
Positioning
The major selling idea should emerge as the strongest
singular thing you say about your product or service. Thisshould be the claim with the broadest and most meaningfulappeal to your target audience
Approaches for finding Major Selling Ideas
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Unique Selling Proposition
Each advertisement makes a proposition
to the customer
It must be one the competition cannotor does not offer
It must be strong enough to pull overnew customers to the brand
Three characteristics of a uniqueselling proposition:
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An ad that uses a unique selling proposition
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Creating a Brand Image
Used when competing brands are sosimilar it is difficult to find or create aunique attribute
The creativity strategy used to sell theseproducts is based on a strong, memorableidentity for the brand through image
advertising
Frequently used for products such as softdrinks, perfume, liquor, clothing, airlines.
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Inherent Drama and Positioning
Inherent Drama: Focus on consumer benefits with an emphasis
on the dramatic element in expressing them
Messages generally presented in a warm,emotional way
Hallmark, Maytag, Kellogg
Positioning:
Establish a particular place in the customersmind for the product or service
Based on product attributes/benefits,price/quality, use or application, type of user,problem solved
This ad helps position 3M as an innovative
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This ad helps position 3M as an innovativecompany
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