creative planning
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Advertising:
Creative Planning
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Creative Planning
IMCPlan
AdvertisingPlan
Creative PlanObjectives
StrategyExecution
MediaPlan
Creative and media solutions are planned together and integrated withother IMC plans.
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Communications Process
Sender Encoding Transmission Decoding Receiver
Noise
Consumer ResponseFeedback
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Consumers Process Messages
Advertising influences consumers at each stage.
Awareness
Comprehension
Conviction
Action
DAGMAR:
Defining AdvertisingGoals for Measured
Advertising Response
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F CB Grid
Quadrant 1
High ImportanceRational Decision
Quadrant 2
High ImportanceEmotional Decision
Quadrant 3
Low ImportanceRational Decision
Quadrant 4
Low ImportanceEmotional Decision
H igh Involvement
Low Involvement
Central Route to persuasion (Fact Based)
Peripheral Route to persuasion (Value Based)
Creativity, Boom and Relevance videos
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Problem that the advertisement mustsolve
T his is a statement of the communicationsproblem your creative objective will solve
T arget audience
1. Define (name) behavioral sub segment (e.g.loyal users, switchers buy competitive)for this particular ad
2. List Key factors from your T arget Audience
Profile:Geo-demographicsPsychographicsPurchase behaviour
3. Personal behavioral and learning factors (Hot-Buttons)
Communication objective of this specificad
In simple terms, what is it that you want your adto accomplish related to general campaignobjectives and to the problem you stated in1. above. See typical objectives
Key promise or benefit statement25 words or less stating the single greatest
benefit to the consumer being shown in thisad. Relate to objective. What do you want
the consumer to know, feel or believe afterthey have seen the ad?
Supporting reasons for the benefit statement
One of: D emonstrated or physical proof, Proof of consumer preference, Proof by association,Subliminal proof . D escribe how the elements of the ad( words, pictures, music, action prove or support the benefit or promise you are making.
Personality or feeling of Your Ad (select oneor two)affectionate energetic mysterious warmdeliberate cocoon alluring friendly polite brasheffervescent daring authoritative generousromantic enchanting intelligent hip believablegenteel sensuous kindhearted jovial scientificclever home-oriented sexy zany unabashedhedonistic conventional idealistic sophisticatedzesty venturesome exaggerated considerateimpeccable sympathetic logical exciting safe
M easurementH ow will you determine that the Creativeobjective was met?C onsistenciesAppealTactic
Generic C reative Brief Worksheet(Copy Platform or Creative Strategy)
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Creative Objective
Target Audience
Positioning Strategy
H ot buttons
Message Strategy
Key benefit focus
Proof, Reason why
Tone, Appeal
MediaA document developed by the client for discussion withthe agency about an advertising task.
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Problem / GoalWhat is the primary focus of the campaign?
T hese are only a few examples
To create or increase awarenessTo alter a perception
To build or enhance image
To launch a new product
To attract a new target market
A campaign needs focus!
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Awarness
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Creative Objectives
Creative objectives are b ehavioural in scope andquantitative in nature.
AwarenessComprehension
Conviction
Action
T o achieve and awarenesslevel of 75% within 12months.
T o achieve a trial purchaserate of 25% within12months.
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Positioning Strategy
A positioning strategy statement should stimulate thecreative development process.
PositioningStrategy
CreativeConcepts
CreativeExecution
Clients evaluate agency concepts and final executionsagainst the positioning strategy statement. Is it on
strategy?
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Creative Strategy
T he search for the BIG IDE A . T he concept or central
theme that will b
ind the campaign together.
K eyStrategicElements
K ellogs
Nike
Mountain Dew
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More Big Ideas
Nike J ust Do It
Volkswagen Drivers Wanted K FC Finger lickin good
Maytag T he Idle Repairman
Good creative concepts have longevity and crossmany markets.
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Creative Appeal T echniques
A sampling of possi b ilities to motivate the target market!
Positive
Negative
Humour
Sex
Affective
Emotion
Lifestyle
Comparison
Facts
Resonance
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Creative Execution
What specific techniques will b e used to b ring the strategy to life?
Product Demonstrations
Testimonials
EndorsementsTaglines and Slogans