CHAPTER 8
CREATIVE STRATEGY: PLANNING
AND DEVELOPMENT
Advertising
Creativity
Creative Determining what the advertising
Strategy message will say or communicate
Creative Determining how the message
Tactics strategy will be executed
What is creative advertising?
Ability to generate fresh, unique and
appropriate or relevant ideas in the ad that can
engage audience’s interest & can make the ad
memorable.
Why need creative ads?/
Advantages
Solid marketing and promotional plans and
spending substantial amount on ads are not
enough, that is why need creative ad campaign
that can differentiate them from their
competitors.
- Draws more attention to the brand
- Higher level of recall
- Greater motivation to process info
-Deeper level of processing
-Positively impact emotional reactions
- Artistic or aesthetic value
What is and originality of an ad.
creativity - The idea that can break
? through competitor’s clutter
- Which can grab consumer’s
attention
- Has to be unique and
entertaining
Importance of Creativity
Gives the
brand a
unique
Create a
position in the favorable Leverage
market disposition Sales
Different Perspectives on Creativity?
It isn’t creative Only artistic
if it doesn’t sell value and
originality count
Stick with Try
what works something
new
Managers Creatives
Two Determinants of
Creativity
Divergence Relevance
When ad contains novel, different or When ad elements are meaningful
unusual elements & useful to consumers
Originality Ad-to-consumer
When ad has meaningful elements to
rare
consumers
Flexibility
different ideas Brand-to-consumer
When the advertised brand is of personal
Elaboration
interest to consumer
extend basic ideas
Synthesis
ad that connect unrelated object
Artistic Value
artistic impression
Planning Creative
Strategy
3 perspectives
1. The Creative 2. Taking Creative
Challenge Risks
3. Creative vs.
hard-sell
RESEARCH
COMMUNICATION
The Creative Challenge
STRATEGY
CREATIVE BRIEFS
aking Creative Risks
ning & insightful research, take risk to be effective
Get Noticed
Ad should move people to buy
the brand—hard-sell
Ad should build an emotional
bond between consumers and
Creative the brand that goes beyond ad-
VS Hard- creative
sell ad So ad should be creative and
enjoyable enough so that
consumers don’t avoid it, yet it will
able to sell the product.
Unconvention
al
Less
structured Abstract
Creative
Less Personnel Intuitive
Organised
The Creative Process
Get raw material and data, and
Immersion immerse yourself in the problem
Take the information, work it over,
Digestion wrestle with it in your mind
Turn the information over to the
Incubation subconscious to do the work
Illumination “Eureka! I have it!” phenomenon
Study the idea, evaluate it, reshape it
Verification for practical usefulness
Walla’s Creative Process Model
Inputs to creative process
Preparatio
n
Gather info Incubatio
n
Setting
problem
aside
Illumination
Seeing the Verification
solution Refining the
idea
Revision
Getting Creative Input
1. Background research
Use the
Read
product to Listen to
anything
become what people
related to the
familiar are talking
product or
with it about
market
Conduct
studies of Ask everyone
Work in and
product, involved for
learn about
service, information
the client’s
audience
business
The Branding Research
2. Product/service specific
research
Comes from specific studies conducted on pro/service, target
audience or comb. of both
Creative Strategy Development
Specify basic
elements of
creative
Determine an strategy. Work
unified theme plan
through slogan
that reduces the Creative Strongest
key ideas into
few words Brief singular thing
you can say abt
the product
Advertisin Search &
g Develop
Campaign Major
Selling
Ideas
Campaig
n themes
The Creative Brief outlines
The Basic Elements of Creative Strategy
• 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
4 Approaches To
Use unique selling
preposition Guide For A
(strong enough to
convince)
Create brand
Major Selling
image
That can appeal to Idea
product user
Find the inherent
drama
Go beyond the
stereotype
impression Positioning
Msg presented in Establish the product
warm and emotional in a particular place
way in consumer’s mind
Ex: BMW positioned
as the ultimate
driving car
THANK YOU