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Chapter Eight: Creative Planning, Strategy and Development

The document discusses various aspects of creative planning and strategy development for advertising, including determining the message and how it will be executed, synergy between creative content and media, characteristics of an ideal message, and perspectives on advertising creativity. It also summarizes several advertising campaigns and slogans from well-known companies and brands.

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Prince Diu
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117 views20 pages

Chapter Eight: Creative Planning, Strategy and Development

The document discusses various aspects of creative planning and strategy development for advertising, including determining the message and how it will be executed, synergy between creative content and media, characteristics of an ideal message, and perspectives on advertising creativity. It also summarizes several advertising campaigns and slogans from well-known companies and brands.

Uploaded by

Prince Diu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter Eight Creative Planning, Strategy and Development

Advertising Creativity

Creative Strategy

Determining what the advertising message will say or communicate

Creative Tactics

Determining how the message strategy will be executed

Absoluts Advertising Represents Synergy Between Creative and Media

The Ideal Power Idea Should . . .


Be describable in a simple word or phrase

Be likely to attract the prospects attention

Revolve around the clinching benefit

Allow you to brand the advertising

Let prospects vividly experience the goods

Two Perspectives on Advertising Creativity


The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
Its not creative unless it sells Only artistic value and originality count

Suits

Artists

Wrigley Takes a Creative Risk

Wieden+Kennedy Has Developed Very Creative Ads for Nike

Young's Creative Process


Immersion Digestion
Getting raw material, data, immersing one's self in the problem to get the background. Ruminating on the data acquired, turning it this way and that in the mind. Ceasing analysis and putting the problem out of conscious mind for a time. A sudden inspiration or intuitive revelation about a potential solution. Studying the idea, evaluating it, and developing it for practical usefulness.

Incubation
Illumination Verification

Wallas View of the Creative Process

Illumination Seeing the Solution

Preparation Gathering Information

The Creative Process


Verification Refining the Idea Incubation Setting Problem Aside

Getting Creative Input


Use the product to become familiar with it!

Read anything related to the product or market!

Listen to what people are talking about!

Work in and learn about the clients business!

Ask everyone involved for information!

Verification and Revision of Ideas


Evaluate ideas generated Reject inappropriate ideas Objective Refine remaining ideas Give them final expression Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques

Top 10 Advertising Slogans of the Century


Company or Brand
1. De Beers 2. Nike 3. Coca Cola 4. Miller Lite 5. Avis 6. Maxwell House 7. Wheaties 8. Clairol 9. Morton Salt 10. Wendys

Campaign Theme
Diamonds are forever Just do it! The pause that refreshes Tastes great, less filling We try harder Good to the last drop Breakfast of champions Does she . . . or doesnt she? When it rains it pours Wheres the beef?

Advertising Campaign Themes


The central message that will be communicated in all of the various IMC activities Miller Philip Morris Lite Marlboro country General Mills, Wheaties The breakfast of champions

BMW

The ultimate driving machine

Building a Copy Platform Outline


6. Supporting information and requirements 5. Creative strategy statement 4. Selling idea or key benefits to communicate

3. Specify target audience


2. Advertising and communications objectives 1. Basic problem advertising must address

Model of Marketing Information Flow


Knowledge of vital marketing information

Client/agency communication Client gatekeepers (Brand manager)

Internal agency communication Agency gatekeepers (Account manager)

Creative staff

Internal client decision on sharing information with the agency

Agency gatekeeper decision on sharing client info with staff

Art is created

Successful Long-Running Campaigns


Company or Brand
Nike Allstate Insurance Hallmark cards Budweiser Intel State Farm Insurance Chevy Trucks Dial soap

Campaign Theme
Just do it Youre in good hands with Allstate When you care enough to send the very best This Buds for you Intel inside Like a good neighbor, State Farm is there Like a rock Arent you glad you use Dial?

Approaches to the Major Selling Idea: USP


Unique Selling Proposition Benefit Unique Potent

Buy this product or service and you will benefit this way or enjoy this reward

Must be unique to this brand or claim; something rivals can't or don't offer

The promise must be strong enough or attractive enough to move people

Major Selling Ideas


Positioning Use a Unique the Brand Selling Position Create Use a Unique a Brand Selling Image Position

Seeking the Major Idea

Positioning

Find Create the the Inherent Brand Drama Image

Approaches to the Major Selling Idea: Positioning

Positioning

Establish a particular place in the customers mind for the product or service

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

IBM Positions Itself as a Provider of Business and Consulting Services

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