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Creative Strategy: Planning and
Development
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Advertising Creativity
CREATIVE STRATEGY:Determining whatthe advertisingmessage will say or communicate
CREATIVE TACTICS:Determining howthe message strategy will
be executed
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ADVERTISING CREATIVITY
Two perspectives on advertising creativity
Advertising Creativity: the ability togenerate fresh, unique and appropriate ideasthat can be used as solutions tocommunication problems.
Suits
Its not creativeunless it sells
Poets
Artistic/aestheticvalue and originality
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Creativity in Advertising
Creative advertising ideas are those that arenovel, original andappropriate.
To be appropriate a creative idea must be
relevant or have some importance to thetarget audience. The research, creative briefs, strategy statements,
communication objectives and other inputs mustbe transformed into an advertising message.
Copy, Layouts and illustrations, commercials thatcommunicate effectively.
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Young's Creative Process
Immersion Getting raw material or data, immersing one's self in the
problem to get background.
Digestion Ruminating on the data acquired, turning it this way and
that in the mind. Incubation
Ceasing analysis and putting the problem out ofconscious mind for a time.
Illumination
Often a sudden inspiration or intuitive revelation about apotential solution.
Verification Studying the idea, evaluating it, and developing it for
practical usefulness.
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Wallas's Creative Process
Preparation Gathering information
Incubation Setting problem aside
Illumination Seeing the solution
Verification Refining the idea
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Inputs To The Creative Process
General Preplanning Input:
Books, periodicals, trade publications, clippingservices, journals, magazines, etc.
Trends, developments in marketplace
Product Specific Preplanning Input
Qualitative and quantitative studies
Problem detection studies
Focus groups
Ethnographic studies
Preparation/Incubation/Illumination
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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
Message communication studies
Portfolio tests Viewer reaction profiles
Use of Storyboards and Animatics
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Commercials can be evaluated in storyboard
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Advertising Campaigns
Advertising CampaignA set of interrelated and coordinated integrated
marketing 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 of
the various IMC activitiesMaggie Taste bhi Health Bhi
BMW The Ultimate Driving Machine
Cadburys Chocolates shubh aramb
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Creative Strategy Development
The creative process of advertising is guided byspecific goals and objectives
It begins with a thorough assessment of themarketing and promotional situation
It is based on a number of factors that are statedin the creative or copy platform.
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Copy Platform Outline
Used for checking copy by clients and agency -1. Basic problem or issue the advertising must
address.
2. Advertising and communications objectives.
3. Target audience.
4. Major selling idea or key benefits tocommunicate.
5. Creative strategy statement (campaigntheme, appeal, execution technique).
6. Supporting information and requirements.
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Means of Finding 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
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Unique Selling Proposition
Each advertisement makes a proposition to thecustomer
It must be one the competition cannot or doesnot offer
It must be strong enough to pull over newcustomers to the brand
Three characteristics of a USP
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Creating a Brand Image
Used when competing brands are so similar it isdifficult to find or create a unique attribute
The creativity strategy used to sell these products
is based on a strong, memorable identity for thebrand through image advertising
Frequently used for products such as soft drinks,perfume, liquor, clothing, airlines.
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Creating a Brand Image
David Ogilvys Approach Brand image or personality is particularly important
when brands are similar Every ad must contribute to the complex symbol that is the
brand image
Leo Burnetts Approach
Find the inherent drama or characteristic of theproduct that makes consumers buy it (Inherent drama) is often hard to find but it is always there,
and once found it is the most interesting and believable ofall advertising appeals.
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Approaches to the Major Selling Idea:
Inherent Drama and PositioningInherent Drama: Focus on consumer benefits with an emphasis on the
dramatic element in expressing them
Messages generally presented in a warm, emotionalway
Listerine, Hallmark, Chocolate clairs
Positioning:
Establish a particular place in the customers mind forthe product or service
Based on product attributes/benefits, price/quality, useor application, type of user, problem solved