Copyright © 2012 Pearson Canada Inc. Part 3 Creating the Message 5-1.

Copyright © 2012 Pearson Canada Inc.

Part 3

Creating the Message

5-1


Chapter 5

Creative Planning Essentials

5-2


Learning Objectives

Identify communications process elements Distinguish between client & agency

responsibilities in creative development Explain creative development stages Discuss the creative brief and its processes

con’t...

5-3


Learning Objectives (cont.) Identify and distinguish among creative

objectives, strategies and execution Describe appeal techniques Identify the various execution techniques

used for presenting advertising messages Explain measurement techniques for

evaluating creative

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Advertising Plan

Divided into two distinct-yet-connected sections Creative Plan

Devise message

Media Plan Devise media strategies

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Creative Development Process

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Client Responsibility

Provide enough market, competitor, customer, and product information

Helps develop creative objectives Limited input of creative strategy statements Creative evaluation process

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Agency Responsibility

Understand the marketplace Develop a more precise creative strategy Creative execution details

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Client- Agency Responsibility

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The Creative Brief

A discussion document prepared by the client. It contains relevant information that the

agency creative team (copywriters and art directors) can use to develop the creative strategy.

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Content of a Creative Brief

Market Information Market profile Product profile Competitor profile Target market profile

Continued…

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Content of a Creative Brief (cont.)

Problem Identification Identification of problem or Overall communication goal

Budget Continued…

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Problem Identification

A few generic examples of overall communication goals: To create or increase brand awareness To position or reposition a product in the

customer’s mind To present a new image (re-image of brand) To attract a new target market To introduce a line extension

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Content of a Creative Brief (cont.)Advertising Objectives Increase awareness Encourage trial purchase Communicate promotion incentives Increase frequency or variety of use Attract new targets Communicate product improvements Communicate a positive corporate image Alter a perception or image

Continued…

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Content of a Creative Brief(cont.)

Positioning – Strategy Statement Brand benefits, personality or desire image

Creative Objectives Message content objectives Key benefit statement Support-claims statement

Continued…

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Content of a Creative Brief(cont.)

Creative Strategy Buying motivation Tone and style Theme Appeal techniques

Continued…

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Creative StrategyHow will the message be communicated to the target audience? Here are some common creative appeal techniques:

Positive NegativeFactual Comparative

HumorousEmotional SexualLifestyle

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Content of a Creative Brief (cont.)

Creative Execution Tactical considerations Production considerations Pre-production Creative Executions

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Creative Execution

Tactical Considerations: What is the best or most convincing way to

present a product so the consumer will be motivated to purchase it?

Testimonials Endorsements Product demonstrations

Product as hero Product comparisons

Continued…

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Creative Execution (cont.)

Production Considerations Message content and media decisions Budget available Mandatory content

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Creative Evaluation

Does the ad reflect the positioning statement? Does it mislead or misinterpret the intent of the

message? Is the ad memorable? Is the brand recognition effective? Should the ad be researched?

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Research Techniques

Creative Research Is to measure the impact of a message on a

target audience. Pre-test: evaluated before final production or

media placement Post-test: evaluating during or after its

placement

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Recognition and Recall Testing

Recognition testing Testing for awareness

Recall testing Testing for comprehension and impact

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Common Research Methods

Starch Readership test Noted Associated Read most

Day- After Recall Testing Research is conducted the day after an

audience has been exposed to the ad for the first time

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Other Research Methods

Opinion-Measure Testing Physiological Testing Inquiry Tests (Split-Run tests) Controlled Experiments

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Copyright © 2012 Pearson Canada Inc. Part 3 Creating the Message 5-1.

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