chap 6,advertising planning & process

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Integrated Marketing Communication(IMC) Prepared by

PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)

Prof. of IMT-CDL(DIMS)IP UNIV

(Ex. HOD-MARKETING,BSD)E:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

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Advertising Creativity

Determining what the advertising message will say or communicateDetermining what the advertising message will say or communicate

CreativeStrategyCreativeStrategy

CreativeTacticsCreativeTactics

Determining how the message strategy will be executedDetermining how the message strategy will be executed

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Evaluation of Creative Work

“My children, Theobald and Lydie, are discussing the newest Lindsay Lohan ad for the Patch…I think they like it…even though they think Lindsay’s a slut.”

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Taglines That Set Vegas Part

What happens here, stays here Be anyone Your Vegas is Showing

Creative Planning Strategy & Development

What is Creativity:• Perhaps it is the most common used term in

advertisement. An effective ad is known as Creative ad.

• Advertising creativity is the ability to generate fresh, unique & appropriate ideas, that can be used as a solution to communication problem.

• It must be relevant to target audience.

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The Power Idea

Describable in a simple word or phrase

Describable in a simple word or phrase

Likely to attract the prospect’s attention

Likely to attract the prospect’s attention

Lets prospects vividly experience the goods

Lets prospects vividly experience the goods

Revolves around the clinching benefit

Revolves around the clinching benefit

Allows you to brand the advertisingAllows you to brand the advertising

Planning Creative Strategy

Planning Creative Strategy:Three factors must consider before planning

creative strategy

• The Creative Challenge• Taking Creative Risk• Creative Person

The Creative Challenge

The Creative Challenge:• Creativity in the advertising is the main issue

so ad must be in different segment

• The creative people must take all research, creative briefs, communication & other inputs before transferring it in ad.

Different Ideas

• Sales

• • “Its not

creative unless it sells”

Artists

“Only artistic value and originality count”

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The Perpetual Debate

Suits Artists

Only artistic value and originality count

It isn’t creative if it doesn’t sell

Stick with what works

Try something new

Creative Risk

Creative Risk:• Company should dare to take risk• Must faith on Ad agency• For ad agency creativity comes first compare

to client relation• Some of the best ad made due to faith.Like: Ad of Jaypee cement, ad of Liril, Ads of

deodorant( wild)

Creative Personnel

Creative Person:• Most of the ad agency have creative person• They are generally eccentric person, as most

of the media create their image like this.• They are from art, literature, music,

humanities • No working schedule like 9-5• Generally we have lacking of these people

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Creative Tactics

“Hmm…”

“Hmm…”

“Hmm…”

“Hmm…”

“Hmm…” “Hmm…what’s that bird doing on my head?”

The Creative Process

The Creative Process:A very good logical approach is required for making an meaningful

advertisement .Ad agency need to follow following steps

Account Planning:• It began in Great Britain in early 70s & now spread al over the

world.• Planner is known as the pillar of ad agency.• He has to work hard & to think always in current trends• Carefully design layout with the help of major to minor details of

requirement of client• It required strong coordination between client & creative deptt.

Ad of Vodka in Europe

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An Absolut World

The Creative Process

Inputs to the creative process: It consists following two phasePhase-1: in this phase the person go through following three stepsPreparation: Gathering information needed to solve the problem through

research & studyIncubation: Analyze information & develop ideaIllumination: Seeing idea & think if it is the right solution.

The Creative Process

Phase-2: Verification & Revision:• Here creative deptt looks & revise all the things

which is designed In illumination process• All person look ad, especially the creative deptt• Rejection, evaluation, refines & polish is done at

this stage

New brand image