Creative Planning :Creative Planning :Strategy & DevelopmentStrategy & Development

MemberMemberNo. Student ID Name

1 080306 MD. Monirul Islam

2 080310 Reaz Hossain

3 080313 Budda Dev Sinha

4 080324 Hasibul Islam

5 080325 Sadia Nasrin

6 5310224116 Tanzina Ahmed

Contents:Contents:

The Important of Creativity in Advertising1

2

The Creative Process3

Creative Strategy Development4

Planning Creative Strategy

• Survive or Die

• Building brand image

• Improving brand image

The Importance of Creativity in Advertising The Importance of Creativity in Advertising

The Importance of Creativity in Advertising The Importance of Creativity in Advertising

The Importance of Creativity in Advertising The Importance of Creativity in Advertising

Cannes FestivalThe Olympic Games of Advertising

Major Categories - Film ( Television ) - Press and Poster ( print and outdoor ads ) - Cyber advertising

( online marketing and adds for websites ) - Titanium Lion

(Innovative work across integrated media) - Radio Lion

Planning Creative StrategyPlanning Creative Strategy

Different Perspective on Advertising Creativity Different Perspective on Advertising Creativity

Production side Production side : ads as promotional tools to communicate to the marketplace.

(such as product manager, brand manager, account executives)

Creativity side 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

Planning Creative StrategyPlanning Creative Strategy

Creativity ChallengeCreativity Challenge

Taking Creative RiskTaking Creative Risk

Goal Sell The Product

Planning Creative StrategyPlanning Creative Strategy

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

The Perpetual DebateThe Perpetual Debate

Really creative in Advertising means solving problems and Really creative in Advertising means solving problems and building interesting brands that customer want to buybuilding interesting brands that customer want to buy

Creative Hard sell Advertising

Advertising should move people and

product

Advertising should move people and

product

Advertising should sell the

product and service

Advertising should sell the

product and service

Poet Suit

Planning Creative StrategyPlanning Creative Strategy

Creative PersonnelCreative PersonnelLess StructuredLess Structured

Organized Organized

Conventional the problemConventional the problem

Intuition more than LogicIntuition more than Logic

Planning Creative StrategyPlanning Creative Strategy

The Creative ProcessThe Creative Process

1. Immersion

2. Digestion

3. Incubation

4. Illumination

5. Reality/verification

1. Preparation

2. Incubation

3. Illumination

4. Verification

Young’s Model of Young’s Model of the creative process the creative process

Graham Wallas’sGraham Wallas’sModel Model

The Creative ProcessThe Creative Process

Account PlanningAccount Planning

A process that involves conducting research and gathering all relevant information about client’s conducting research and gathering all relevant information about a client’s product or service , brand , and consumers in the target audience

The Creative ProcessThe Creative Process

Inputs to the Creative Process: Inputs to the Creative Process: Preparation, Incubation, IlluminationPreparation, Incubation, Illumination

Ask everyone involved for information!

Read anything related to the

product or market!

Work in and learn about the client’s business!

Use the product to become

familiar with it!Listen to what

people are talking about!

Getting Creative Input

Background Research

The Creative ProcessThe Creative Process

Product/Service-Specific Preplanning Input

Problem detection

Product/Service-Specific Preplanning Input

Problem detection

Focus groups

Ethnographic research

Focus groups

Ethnographic research

Product/Service-Specific Product/Service-Specific ResearchResearch

Qualitative Research Qualitative Research InputInput

The Creative ProcessThe Creative Process

Inputs to the Creative Process: Inputs to the Creative Process: Verification, RevisionVerification, Revision

Evaluate Ideas GeneratedEvaluate Ideas Generated

Reject Inappropriate IdeasReject Inappropriate Ideas

Refine Remaining IdeasRefine Remaining Ideas

Give Them Final ExpressionGive Them Final Expression

Directed Focus GroupsDirected Focus Groups

Message Communication StudiesMessage Communication Studies

Portfolio TestsPortfolio Tests

Viewer Reaction ProfilesViewer Reaction Profiles

Portfolio TestsPortfolio Tests

Message Communication StudiesMessage Communication Studies

Directed Focus GroupsDirected Focus Groups

Give Them Final ExpressionGive Them Final Expression

Refine Remaining IdeasRefine Remaining Ideas

Reject Inappropriate IdeasReject Inappropriate Ideas

Evaluate Ideas GeneratedEvaluate Ideas Generated

Objective

Techniques

Creative Strategy DevelopmentCreative Strategy Development

Brand ’s campaignBrand ’s campaign Bear brand ’s campaignBear brand ’s campaign

Creative Strategy DevelopmentCreative Strategy Development

Top 10 Advertising Slogans of the CenturyTop 10 Advertising Slogans of the CenturyCompany or Brand Campaign or Theme

1. DeBeers Diamonds are forever

2. Nike Just do it

3. Coca-Cola The pause that refreshes

4. Miller Lite Tastes great, less filling

5. Avis We try harder

6. Maxwell House Good to the last drop

7. Wheaties Breakfast of champions

8. Clairol Does she …. or doesn’t she

9. Morton Salt When it rains it pours

10. Wendy’s Where’s the beef?

Creative Strategy DevelopmentCreative Strategy Development

Slogans GameSlogans Game

Copy Platform Copy Platform Specifies the basic elements of the creative strategy. Maybe called; creative platform, work plan, creative brief, creative blueprint, or creative contract.

1. Basic problem or issue the advertising must address

2. Advertising and communication objectives

3. Target audience

4. Major selling idea or key benefits to communicate

5. Creative strategy statement (campaign them, appeal, and execution technique to be used)

6. Supporting information and requirements

Copy Platform OutlineCopy Platform Outline

Creative Strategy DevelopmentCreative Strategy Development

Creative Strategy DevelopmentCreative Strategy Development

Major Selling Idea 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.

Creative Strategy DevelopmentCreative Strategy Development

Best- Known Major Major Selling Idea ApproachesBest- Known Major Major Selling Idea Approaches

Creative Strategy DevelopmentCreative Strategy Development

Unique Selling Proposition (USP)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.”

2. The proposition must be unique one that the competition either cannot easily copy or does not offer.

3. The proposition must be strong enough to move the mass millions, pull over new customers to your brand.

4. Sustainable competitive advantage.

"You get younger-looking skin" "You get stimulation of body and mind"

Creative Strategy DevelopmentCreative Strategy Development

Many Creative Campaigns Now Involve the InternetMany 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 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

Creative Strategy DevelopmentCreative Strategy Development

Creating a Brand ImageCreating 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

Creative Strategy DevelopmentCreative Strategy Development

Finding the Inherent DramaFinding 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

Creative Strategy DevelopmentCreative Strategy Development

Advertising is used to establish or “ position” the product or service in a particular place in the consumer’s 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

PositioningPositioning