creative strategy p

8/13/2019 Creative Strategy P

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Creative Strategy:

Planning and Development


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Advertising Creativity

CREATIVE STRATEGY:Determining whatthe advertisingmessage will say or communicate

CREATIVE TACTICS:Determining howthe message strategy will

be executed


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ADVERTISING CREATIVITY

Advertising Creativity: theability to generate fresh,unique and appropriate ideasthat can be used as solutionsto communication problems.


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Planning the Creative Strategy

PreparationGathering information - Getting raw material or data &immersing one's self in the problem to get background.

Incubation Setting problem aside - Ceasing analysis and putting the

problem out of conscious mind for a time.

Illumination Seeing the solution - Often a sudden inspiration or intuitive

revelation about a potential solution.

Verification Refining the idea - Studying the idea, evaluating it, and

developing it for practical usefulness.

Creative Process


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Inputs To The Creative Process

Background research-General Preplanning Input:

Books, periodicals, trade publications, clipping services,journals, magazines, etc.

Trends, developments in marketplace

Product/Service Specific Research Qualitative and quantitative studies

Problem detection studies

Focus groups

Ethnographic studies

Preparation/Incubation/Illumination

Account Planning- is a process that involves conducting research andgathering all relevant information about a clients products/services,brand and consumers in the target audience. It is used to facilitate thecreative process


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Asking

Questions

Inputs to the Creative Process

Reading andanalysis

Product

research

Listening

to others

Trying the

product

Working withthe client

CREATIVEPROCESS


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Verification and Revision of Ideas

Objectives:

Evaluate ideas generated Reject inappropriate ideas

Refine remaining ideas

Give them final expression

Techniques used: Directed focus groups

Message communication studies

Portfolio tests

Viewer reaction profiles

Use of Storyboards and Animatics


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Storyboards and Animatics

A Storyboard is a series of

drawings used to present thevisual plan or layout of aproposed commercial. Itcontains a series of sketchesof key frames or scenes along

with the copy or audio portionfor each scene.

Animatic is a video tape ofthe storyboard along with anaudio soundtrack

Commercials can beevaluated in storyboard andanimatic form as part of thecreative process


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Creative Strategy Development

Advertising Campaign

A set of interrelated and coordinated integratedmarketing communication activities that center on aparticular theme or idea that appears in different mediaacross a specified time period.

Campaign Theme

The central message that will be communicated in all ofthe various IMC activities and should be a very strong

idea

Apollo Tyres Go The Distance

L&T Financial Services Happiness Multiplied

BMW The Ultimate Driving Machine


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Some Popular Advertising Themes

1. Cadbury

2. Airtel

3. Tanisq

4. Idea

5. Tata Docomo

6. TataSky

1. I love You

2. Har ek friend zaroori

hota hai

3. True Diamond

4. No idea.Get idea

5. No getting away

6. Poochne mein kya

Jaata hai

Company or Brand Campaign Theme


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Copy Platform

1. Basic problem or issue the advertising must address.

2. Advertising and communications objectives.

3. Target audience.

4. Major selling idea or key benefits to communicate.

5. Creative strategy statement (campaign theme, appeal,execution technique).

6. Supporting information and requirements.

Copy Platform Outline

Copy Platform: also called as creative platform, work

plan, creative brief or creative blueprint is a writtendocument that specifies the basic elements of thecreative strategy


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Major Selling Ideas

Using a unique selling position

Creating a brand image

Finding the inherent drama

Positioning

The major selling ideashould emerge as the strongest

singular thing you say about your product or service. Thisshould be the claim with the broadest and most meaningfulappeal to your target audience

Approaches for finding Major Selling Ideas


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Unique Selling Proposition

Each advertisement makes a proposition

to the customer

It must be one the competition cannotor does not offer

It must be strong enough to pull overnew customers to the brand

Three characteristics of a uniqueselling proposition:


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An ad that uses a unique selling proposition


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Creating a Brand Image

Used when competing brands are sosimilar it is difficult to find or create aunique attribute

The creativity strategy used to sell theseproducts is based on a strong, memorableidentity for the brand through image

advertising

Frequently used for products such as softdrinks, perfume, liquor, clothing, airlines.


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Inherent Drama and Positioning

Inherent Drama: Focus on consumer benefits with an emphasis

on the dramatic element in expressing them

Messages generally presented in a warm,emotional way

Hallmark, Maytag, Kellogg

Positioning:

Establish a particular place in the customersmind for the product or service

Based on product attributes/benefits,price/quality, use or application, type of user,problem solved

This ad helps position 3M as an innovative


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This ad helps position 3M as an innovativecompany

creative strategy p

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