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CHAPTER 8

CHAPTER 8. Creative Strategy: Planning and Development. THE ROLE OF ADVERTISING MESSAGE. Is to communicate information. Is a source of entertainment, motivation, fascination, fantasy and sometimes irritation. Is a way to tell consumers how the product or service can solve a problem.

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CHAPTER 8

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  1. CHAPTER 8 Creative Strategy: Planning and Development

  2. THE ROLE OF ADVERTISING MESSAGE • Is to communicate information. • Is a source of entertainment, motivation, fascination, fantasy and sometimes irritation. • Is a way to tell consumers how the product or service can solve a problem. • Is used to create images or associations and position a brand in the consumers’ mind. • Is to transform experience of buying/using a product or service.

  3. CREATIVE STRATEGY & CREATIVE TACTICS A Creative Strategy determines what the advertising message will say or communicate. The Creative Tactics determine how the message strategy will be executed.

  4. THE IMPORTANCE OF CREATIVITY IN ADVERTISING Good creative strategy and execution can be central to determining the success of a product/service and reversing the fortunes of a struggling brands. An advertising campaign that poorly conceived or executed can be a liability.

  5. ADVERTISING CREATIVITY Advertising Creativity is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. To be appropriate and effective, a creative idea must be relevant to the target audience.

  6. D’Arcy, Masius Benton & Bowles’s universal advertising standard • Does this advertising position the product simply and with unmistakable clarity? • Does this advertising bolt the brand to clinching benefit? • Does this advertising contain a power idea? • Does this advertising design in brand personality?

  7. Is this advertising unexpected? • Is this advertising single-minded? • Does this advertising reward the prospect? • Is this advertising virtually arresting? • Does this advertising painstaking craftsmanship?

  8. PLANNING CREATIVE STRATEGY The Creative Challenge Taking Creative Risks Creative Personnel

  9. THE CREATIVE PROCESS Graham Wallas’s four step approach Preparation Incubation Illumination Verification

  10. Account planning: The process that involves conducting research and gathering all relevant information about a client’s product/service, brand and consumers in the target audiences. • Inputs to the creative process: Preparation, Incubation, Illumination steps • Inputs to the creative process: Verification step

  11. CREATIVE STRATEGY DEVELOPMENT • Advertising campaign: A set of interrelated and coordinated marketing communication activities that center on a single theme or idea, called campaign theme, that appears in a different media across a specified time period. • Copy platform • The search for the major selling idea • Using a Unique Selling Proposition (USP) • Creating a brand image • Finding the inherent drama • Positioning

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