Presented To : Dr. Raju.M.
Rathod Prepared by : Bhavesh Patel (11M51) Ankit Rathva (11M48)
Contents:
1 2 3 4
The Important of Creativity in Advertising
Planning Creative Strategy
The Creative Process
Creative Strategy Development
1. The Importance of Creativity in Advertising
Survive or Die Building brand image
Improving brand image
1. The Importance of Creativity in Advertising
Creative Strategy
Creative Tactics
Determining what the advertising message will say or communicate Determining how the message strategy will be executed
2. Planning Creative Strategy
Different Perspective on Advertising Creativity
Production side : ads as promotional tools to communicate to the marketplace.
(such as product manager, brand manager, account executives) Creativity side : ads as a communication vehicle for promoting their own aesthetic viewpoints and personal career objective . (such as art director, copywriter, commercial director and producer )
To Breakthrough the clutter and make an impression on the target audience & an ad often must be unique and entertaining
2. Planning Creative Strategy
Creativity Challenge
Input
- Information, research
Transform
- Write copy - Design layouts - Illustrations - Communicate the central theme - Engaged the audiences interest - Make the ads memorable
- Creative briefs
- Strategy statement - Communication objective
- other
2. Planning Creative Strategy
Taking Creative Risk
Clients takes some risks if they want breakthrough advertising that get noticed. The agency can develop great advertising partly because clients willing to take risks. Not all companies or agencies agree that advertising has to be risky to be effective
Goal
Sell The Product
2. Planning Creative Strategy
The Perpetual Debate
Creative
Advertising should move people and product
Advertising should sell the product and service
Hard sell Advertising
Poet
Suit
Really creative in Advertising means solving problems and building interesting brands that customer want to buy
2. Planning Creative Strategy
Creative Personnel Less Structured
Organized
Conventional the problem
Intuition more than Logic
3. The Creative Process
Youngs Model of the creative process
1. 2. 3. 4. 5. Immersion Digestion Incubation Illumination Reality/verification
Graham Wallass Model
1. 2. Preparation Incubation
3.
4.
Illumination
Verification
3. The Creative Process
Account Planning
A process that involves conducting research and gathering all relevant information about a clients product or service , brand , and consumers in the target audience
3. The Creative Process
Inputs to the Creative Process: Preparation, Incubation, Illumination
Background Research
Read anything related to the product or market! Work in and learn about the clients business!
Ask everyone involved for information!
Getting Creative Input
Listen to what people are talking about!
Use the product to become familiar with it!
3. The Creative Process
Product/ServiceSpecific Research
Product/ServiceSpecific Preplanning Input Problem detection
Qualitative Research Input
Focus groups Ethnographic research
3. The Creative Process
Inputs to the Creative Process: Verification, Revision
Evaluate Ideas Generated Evaluate Ideas Generated
Objective
Reject Inappropriate Ideas Reject Inappropriate Ideas
Refine Remaining Ideas Refine RemainingIdeas
Give Them Final Expression Give Them Final Expression Directed Focus Groups Directed FocusGroups
Message Communication Studies Message Communication Studies
Portfolio Tests Portfolio Tests
Viewer Reaction Profiles
Techniques
3. The Creative Process
Storyboard
is a series of drawings used to present the visual plan or layout of a proposed commercial. It contains a series of sketches of key frames or scenes along with the copy of audio portion for each scene.
Testing a Commercial Marketers can gain insight into consumers reactions to a commercial by showing them a storyboard.
4. Creative Strategy Development
Advertising Campaigns
Set of interrelated and coordinated marketing communication activities that center on a single theme or idea that appears in different media across a specified time period
Campaigns Theme
Strong idea , as it is the central message that will be communicated in all the advertising and other promotional activities
Top 10 Advertising Slogans of the Century Campaign or Theme Company or Brand
1. DeBeers Diamonds are forever
2.
3. 4. 5. 6. 7. 8. 9.
Nike
Coca-Cola Miller Lite Avis Maxwell House Wheaties Clairol Morton Salt
Just do it
The pause that refreshes Tastes great, less filling We try harder Good to the last drop Breakfast of champions Does she . or doesnt she When it rains it pours Wheres the beef?
10. Wendys
4. Creative Strategy Development
Copy Platform
Specifies the basic elements of the creative strategy. Maybe called; creative platform, work plan, creative brief, creative blueprint, or creative contract.
Copy Platform Outline
1. 2. 3. 4. 5. 6. Basic problem or issue the advertising must address Advertising and communication objectives Target audience Major selling idea or key benefits to communicate Creative strategy statement (campaign them, appeal, and execution technique to be used) Supporting information and requirements
4. Creative Strategy Development
Model of Marketing Info Flow
(From the Marketing Manager to the Creative Staff)
Knowledge of Vital Marketing Info
Client Gatekeepers
(Brand Manager)
Client / Agency Client - Agency Communication
Agency Gatekeepers
(Account Manager)
Internal Agency Communication
Creative Staff
Internal Client Decision on How Much Info Should be Shared with the Agency
Agency Gatekeepers Decision on How Much Client Info to Share with Creative Staff
Art is Created
4. Creative Strategy Development
Major Selling Idea
Should emerge as the strongest singular thing you can say about product or service. This should be the claim with the broadest and most meaningful appeal to target audience. Be certain you can live with it; it stands strong enough.
4. Creative Strategy Development
Best- Known Major Major Selling Idea Approaches
Using a unique selling proposition Creating a brand image
Finding the inherent drama
Positioning
4. Creative Strategy Development
Unique Selling Proposition (USP)
1. Each advertisement must make a proposition to the consumer. Each ad must say Buy this product and you will get this benefit. The proposition must be unique one that the competition either cannot easily copy or does not offer. The proposition must be strong enough to move the mass millions, pull over new customers to your brand. Sustainable competitive advantage.
2. 3. 4.
"You get younger-looking skin"
"You get stimulation of body and mind"
4. Creative Strategy Development
Many Creative Campaigns Now Involve the Internet Traditional = Advertising for mass media channels such as TV, radio,
print Modern = Online advertising Traditional media advertising + online elements
Why must be online element
The web is where the people are spending more time More opportunities available through online advertising - Commercials are not limited by time, film - Very few rules or restrictions - No censor Consumer opportunity to interact with or even create the message
4. Creative Strategy Development
Creating a Brand Image
Development of a strong, memorable identity for the brand through image advertising. Particularly important when brands are similar. Soft drinks, Liquor, Cigarettes, Cars, Airlines, Financial services, Perfume/Colognes, Clothing
Image Advertising
4. Creative Strategy Development
Finding the Inherent Drama
Is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals
Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way
Surf Exel - Daag Acche Hai - [Link]
4. Creative Strategy Development
Positioning
Advertising is used to establish or position the product or service in a particular place in the consumers mind
Market leaders have established and maintained a strong position or identity in the minds of customers
Based on product attributes /benefits, price/quality, use or application, type of user, problem solved
IBM as a Provider of Business Consulting Services