lecture 5-creative strategy-planning
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© 2012 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative Strategy:Planning and Development
Dr. George BelchSan Diego State University
Advertising Creativity
Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
CreativeStrategyCreativeStrategy
CreativeTactics
CreativeTactics
Determining how the message strategy will be executed
Determining how the message strategy will be executed
Creative Advertising for Old Spice Body Wash
Smell like a man, man
The man your man could smell like
Different Perspectives on Creativity?
Managers Creatives
Only artistic value and
originality count
It isn’t creativeif it doesn’t sell
Stick with what works
Try something
new
Determinants of Creativity
Divergence
Originality
Flexibility
Elaboration
Synthesis
Artistic Value
Relevance
Ad-to-consumer
Brand-to-consumer
Creative Advertising for Absolut
The Creative Challenge
There are no rules
Creative vs. Hard-Sell Advertising
“Suits” are rationalist salesmen
“Poets” are proponents of creativity
Young’s Creative Process
Get raw material and data, and immerse yourself in the problemImmersion
Take the information, work it over, wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
“Eureka! I have it!” phenomenonIllumination
Study the idea, evaluate it, reshape it for practical usefulnessVerification
Wallas’ Creative Process Model
IncubationSetting Problem
Aside
PreparationGathering
Information
IlluminationSeeing the
Solution
VerificationRefiningthe Idea
TheCreativeProcess
Getting Creative Input
Read anything related to the
product or market
Listen to what people are
talking about
Use the product to become familiar with it
Ask everyone involved for information
Work in and learn about the
client’s business
Conduct studies of product, service,
audience
Qualitative Research Input
Interviews and Focus Groups
Input Verification and Revision
•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression
•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression
ObjectiveObjective
•Directed focus groups•Message communication studies•Portfolio tests•Viewer reaction profiles
•Directed focus groups•Message communication studies•Portfolio tests•Viewer reaction profiles
TechniquesTechniques
Storyboards and Animatics
An Advertising Campaign
IntegratedIntegrated
InterrelatedInterrelated CoordinatedCoordinated
In Different Media
In Different Media
Over a Time Period
Over a Time Period
Marketing Communication
Activities
Marketing Communication
Activities
Centered on a Theme or IdeaCentered on a Theme or Idea
“The Best a Man Can Get.”
“The Best a Man Can Get.”
BMWBMW
“Impossible is Nothing”
“Impossible is Nothing”
MillerLite
MillerLite
“Red Bull Gives You Wings”“Red Bull Gives You Wings”
Red BullRed BullGilletteGilletteAdidasAdidas
Advertising Campaign Themes
The central message that will be communicated
in all of the various IMC activities
The central message that will be communicated
in all of the various IMC activities
The Creative Brief
• Basic problem or issue the advertising must address
• Advertising and communications objectives
• Target audience• Major selling idea or key benefits
to communicate• Creative strategy statement• Supporting information and
requirements
Search for a Major Selling Idea
Finding the inherent drama
Finding the inherent drama
Use a UniqueSelling PositionUse a Unique
Selling Position
Create a Brand Image
Create a Brand ImagePositioningPositioning
Seeking the Major Idea
Seeking the Major Idea
The Unique Selling Proposition (USP)
Must be unique to this brand or claim; rivals can't or don't offer it
Must be unique to this brand or claim; rivals can't or don't offer it
UniqueUnique
Buy this product/service and you get this benefit
Buy this product/service and you get this benefit
BenefitBenefit
Promise must be strong enough to move mass millions
Promise must be strong enough to move mass millions
PotentPotent
Colgate’s Unique Selling Proposition
Image Advertising
Inherent Drama
Messages generally presented in a warm,
emotional way
Focuses on consumer benefits with an emphasis on the dramatic element
Positioning
Establish a particular place in the
customer’s mind for the product or service
Based on product attributes/benefits, price/quality, use or application, type of
user, or problem solved
Pepsi Max is Positioned as a Diet Cola for Men
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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