Date post: | 16-Dec-2015 |
Category: |
Documents |
Upload: | alexandrea-luman |
View: | 214 times |
Download: | 0 times |
chapter eight
Creative Strategy and the
Creative Process
McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
8-2
Objectives_1
Discuss the meaning and importance of creativity
Identify the members of the creative m and their primary responsibilities
Tell how to differentiate great advertising from the ordinary
Explain the role of the creative strategy and its principal elements
8-3
Objectives_2
Explain the purpose of the message strategy and how it differs from the creative strategy
Describe the two basic styles of thinking Define the four roles people play at
different stages of the creative process List several techniques creatives can
use to enhance their creativity
8-4
The Creative Team
Creative Director
Art Director Copy Writer
8-5
What Makes Advertising Great?
Audience Resonance
Strategic Relevance
8-6
Strategy
Advertising strategy describes a means to achieve advertising objectives through creative executions and media plans
Creative strategy guides those responsible for creating advertising– Creative brief– Work plan– Copy strategy– Copy platform
8-7
Elements of the Creative Strategy
Problem
Support
Special Requirements
Target
Benefits
Objectives
Brand’sPersonality
8-8
Elements of the Message Strategy
NonverbalVerbal Technical
8-9
How Does Creativity Help Advertising?
Creativity helps advertising to
– Inform– Persuade– Remind– Impact
8-10
Creativity Affects Advertising Impact
The tagline in this ad, “If you have a lot to explain, we have the best phone rates,” makes an impact
that enhances the ad’s effectiveness.
8-11
Styles of Thinking
Fact-based
Value-based
8-12
Roles Creatives Play in the Process
The Artist
The Explorer
The Judge
The Warrior
8-13
The Explorer Role
Examine existing information Review marketing and advertising plans Study the market, product, and
competition Develop insight
– Research– Brainstorming
8-14
The Artist Role
Develop the BIG Idea– Visualization/ conceptualization– Transform or incubate the concept
Implement the BIG Idea
8-15
Concept Transformation Techniques
Adapt Imagine
Reverse Connect
CompareParody
Eliminate
8-16
Exhibit 8-1
The advertising pyramid reflects how people learn new information. The creative pyramid translates
advertising objectives into copywriting objectives.
8-17
The Judge Role
Evaluate the practicality of the ideas Decide whether to implement, modify,
or discard ideas Be self-critical Avoid stifling artists’s imagination Assess risk involved with idea
8-18
The Warrior Role
Carries the concept into action May require battles win approval for the
concept Help the account managers sell the
campaign to the client
8-19
5 Components of Selling Power
Strategic Precision
Savvy Psychology
Slick Presentation
Structural Persuasion
Solve the Problem
8-20
Key Terms_1
Advertising objective Advertising
message Art Art direction Artist role Benefit statement Big idea Brainstorming
Brand personality Conceptualization Copy platform Copy strategy Copywriter Creative brief Creative director Creative process Creative pyramid
8-21
Key Terms_2
Creatives Creative strategy Creativity Explorer role Fact-based thinking Informational Judge role Mandatories Message strategy
Problem Special requirements Support statement Target audience Transformational Value-based thinking Visualization Warrior role Work plan