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Chapter 10 Creative Strategy and the Creative Process

Chapter 10 Creative Strategy and the Creative Process. Chapter Overview. How advertising strategies are translated into creative briefs and message strategies that guide creativity. Chapter Objectives. Discuss the meaning and importance of creativity.

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Chapter 10 Creative Strategy and the Creative Process

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  1. Chapter 10Creative Strategy and the Creative Process

  2. Chapter Overview How advertising strategies are translated into creative briefs and message strategies that guide creativity

  3. Chapter Objectives Discuss the meaning and importance of creativity Tell how to tell great advertising from ordinary Identify members and tasks of the creative team Explain the role and effect of the creative brief Define the four roles people play at stages of the creative process List techniques creatives use to be more productive List principal elements of a creative brief

  4. What Makes great Advertising? The Creative Team Creative Director Copywriter Art Director Verbal message Nonverbal ad design

  5. What Makes great Advertising? Audience Resonance Informational Transformational “Boom” Use positive reinforcement to offer a reward Gets your attention… now! Problem avoidance or removal Often fail to resonate with the audience

  6. What Makes great Advertising? Strategic Relevance Audience Needs, Wants Client Needs “I can’t believe I ate the whole thing” was a flop

  7. What Makes great Advertising? Target believes in brand icons

  8. Elements of Advertising Strategy TargetAudience AdvertisingMessage ProductConcept CommunicationsMedia

  9. Writing the Creative Brief Issues to Consider Elements of the Brief Who? Objective statement Why? Support statement What? Where? Tone orbrand character statement When?

  10. Formulating Strategy Selected advertising appeals

  11. Message Strategy I’m late!

  12. Message Strategy This Snickers ad exemplifies the art of nonverbal communication

  13. Creativity’s Roles Inform Persuade Remind “Boom” Fact-BasedThinking Value-BasedThinking vs. Creativity’s Roles

  14. The Creative Process Explorer Insight Objective Brainstorm

  15. The Creative Process Concept Transformation • Adapt • Imagine • Reverse • Connect • Compare • Eliminate • Parody Artist Develop “Big Idea” Implementcreative pyramid

  16. The Creative Pyramids

  17. The Creative Process Milwaukee Tools brings a new identify to the humble electrical outlet

  18. The Creative Process This ad for K2 skis exemplifies the five steps of the creative pyramid

  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?

  20. The Creative Process 10 World Class 9 New standard in advertising 8 New standard in product category 7 Excellence in craft 6 Fresh idea(s) 5 Innovative strategy 4 Cliché 3 Not competitive 2 Destructive 1 Appalling Leo Burnett’s GPC rating scale

  21. The Creative Process Warrior Be bold Use energy wisely Sharpen your skills Be persistent Examine criticism in advance Savor your victories Overcome obstacles Learn from defeat

  22. Key Components of Selling Strategic Precision Savvy Psychology Slick Presentation Structural persuasion Solve the problem

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