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Canadian Advertising in Action

Chapter 5

Creative Planning Essentials

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Learning Objectives Identify communications process elements Distinguish between client & agency responsibilities

in creative development Explain creative development stages Discuss the creative brief and its processes Identify and distinguish among creative objectives,

strategies and execution Describe appeal techniques Explain measurement techniques for evaluating

creative

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The Communications Process

Sender Message ReceiverNoise

Feedback

Action by Receiver

Media

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Taking in Messages

A consumer will exhibit four behaviours before purchasing goods and services:

1. Awareness

2. Comprehension

3. Conviction

4. Action

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Creative Development Process

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Creative Brief Document

A discussion document prepared by the client. It contains relevant information that the agency creative team can use to develop the creative strategy.

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Creative Brief

1. Market InformationMarketBrandCompetitor

2. Target Market Profile

3. Budget

4. Problem Identification Cont’d…

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Creative Brief (cont’d)

5. Communications ObjectivesAwareness & PreferenceFrequency or Variety of Use Attract New TargetsCommunicate Product ImprovementsOther

6. Positioning Strategy Statement

Cont’d…

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Creative Brief (cont’d)

7. Creative ObjectivesKey-benefit StatementSupport-claims Statements

8. Creative StrategyTone and StyleTheme Considerations Appeal Techniques

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Creative Strategy

Positive

Negative

Factual

Comparative

How will the message be communicated? Several appeal techniques are common.

Humorous

Emotional

Sexual

Lifestyle

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Website Examples

Levi’s JeansTim Horton’sMaytag

What creative strategies have these firms used on their websites?

Through which marketing communications activities and media?

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Creative Execution

How to present the message?

Testimonials

Endorsements

Demonstrations

What ways were used on the website? Elsewhere?

Torture Tests

Product as Hero

Product Comparisons

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Creative Execution

Are there production considerations?

Length of Commercial

Size of Ad

Use of Colour

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Influences on Creative Objectives and Strategies

• Product Characteristics• Image and Reputation• Competitor Strategy• Target Market Profile• Budget• Primary Goal of Campaign• Positioning Statement

• Product Characteristics• Image and Reputation• Competitor Strategy• Target Market Profile• Budget• Primary Goal of Campaign• Positioning Statement

Creative ObjectivesCreative Objectives

Creative StrategyCreative Strategy

Creative ExecutionCreative Execution

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Creative Evaluation

Clients consider the following criteria: Is it on strategy? Does it mislead or misrepresent? Is it memorable? Is there effective brand recognition? Is there a need for research?

I like it! I don’t like it!

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Creative Research

Recognition Tests

Recognition Tests

RecallTestsRecallTests

Tests for awareness of brand advertising

Tests for impact and comprehension

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Some Research Methods

Starch Readership Test• Noted

• Associated

• Read Most

Day After Recall• Exposure to and recall of commercials

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Other Research Methods

Opinion Measure Testing

Physiological Testing

Inquiry Tests (Split Runs)

Controlled Experiments (Test Markets)