chapter 08 mcgraw-hill/irwin copyright © 2009 by the mcgraw-hill companies, inc. all rights...
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TRANSCRIPT
chapter08
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Creative Strategy and the Creative Process
8-3
Chapter 8 Objectives
Discuss the meaning and the importance of creativity
Identify members of the creative team
Tell how to differentiate great advertising from the ordinary
Explain the roleof the creative strategy and its
principal elements
Explain the purpose of the message strategy and how it
differs from the creative strategyDescribe the two basic styles of
thinking
Define the four roles people play at different stages
of the creative process
List several techniquescreatives can use
to be more productive
8-4
What Makes Great Advertising?
Audience Resonance
Informational Transformational
Strategic Relevance
Audience Needs & Wants Client Goals
The Creative Team
Copywriter Creative DirectorArt Director
8-5
What Makes Great Advertising?
Rolling Stone magazine used past covers for this memorable ad
8-6
What Makes Great Advertising?
A California Department of Health transformational ad demarkets smoking
8-7
Formulating Advertising Strategy:
Writing the Creative StrategyProblem the advertising must solve
Advertising objective
Target audience
Benefit statement
Support statement
Brand personality
Special requirement
8-8
Formulating Strategy:Message Strategy
Verbal Nonverbal Technical
!
8-9
Formulating Strategy:Message Strategy
Verbal Nonverbal Technical
!
8-10
Formulating Strategy:Message Strategy
Verbal Nonverbal Technical
!
8-11
Formulating Strategy:Message Strategy
Nonverbal communication is key in this Diet Coke ad
8-12
Creativity’s Roles
How Creativity Enhances Advertising
Fact-BasedThinking
Value-BasedThinking
vs.
InformInform RemindRemind “Boom”“Boom”PersuadePersuade
8-13
How Creativity Enhances Advertising
Metaphors help readers understand the intended message in this Visa ad
8-14
The Creative Process
Explorer Insight Objective Brainstorm
8-15
The Creative Process
Explorer
Artist Develop“Big Idea”
Parody
Eliminate Compare
Connect Reverse
Imagine Adapt
Concept Transformation
Insight Objective Brainstorm
8-16
The Creative Process
Axe uses parody to emphasize how much of an aphrodisiac its cologne is
8-17
The Creative Process
Explorer
Artist Develop“Big Idea”
Implement:CreativePyramid
Insight Objective Brainstorm
Action
Desire
Credibility
Interest
Attention
8-18
The Creative Process
K2 Skis ad demonstrates creative pyramid
8-19
The Creative Process
Explorer
Artist
Judge
Develop“Big Idea”
Implement:CreativePyramid
Insight Objective Brainstorm
Risky,Delicate
Decisions
8-20
The Creative Process
Explorer
Artist
Judge
Develop“Big Idea”
Implement:CreativePyramid
Insight Objective Brainstorm
Risky,Delicate
Decisions
Warrior OvercomeObstacles
Presentto Client