ADVERTISING:
Creative Strategy I
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The Creative Team
Creative Director
(VP Creative)
Copywriter
Art Director
This team develops the creative concept -the central theme for the campaign.
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Stages of the Creative Process
“EMERGENT”
• Preparation
• Incubation
• Illumination
• Verification
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Inputs to the Creative Process
Working with
the client
Trying the
product
Reading and
analysis
CREATIVE
PROCESS
Asking
Questions
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Listening
to others
Product
research
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Creative Development Process
Creative Brief
Creative Objectives
Creative Strategy
Client Evaluation
Creative Execution
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Creative Brief
1. Problem (that advertising will resolve)
2. Market Background Information
3. Target Market Description
4. Positioning Statement
[Here’s where we are]
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Creative Brief
5. Communications Objectives
• Advertising Objectives
• Creative Objectives
6. Creative Guidelines
• Key Benefit(s)
• Support Claims
• Mandatories
• Creative Strategy
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Pyramid Ale Web Creative Brief
•
OBJECTIVES:
•
•
COMPETITION
•
AUDIENCE
• Support image of Pyramid as contemporary, urban, hip and on top of it.
• The only significant microbrewery in the western U.S. with a web site is Redhook.
• Men, 18-45. Guys with a few more bucks to spend, who appreciate new wrinkles
done with the web.
•
POSITIONING STATEMENT
• You should drink Pyramid, because they're the beers that are poured whenever
smart, hip, discriminating people get together for a good time.
•
SUPPORT CLAIMS
•
MANDATORIES/CAUTIONS
•
CREATIVE STRATEGY
• +Incredible popularity of Seattle brewpub
• +Presence of our brands at Bumbershoot, Summer Nights at the Pier, etc.
• Be careful not to tread too close to the Bass Ale red triangle
• Fun, social, slightly irreverent although serious about the beer,
• self-deprecating, accessible
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Did it work?
• Pyramid Web site
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Creative Objectives
Statements about what is to
be communicated.
1. Key Benefit
2. Support Claims
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Example
Volvo “Cross Country”
1. Key Benefit
• Goes off road
2. Support Claims
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Picture of it outside
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Creative Strategy
HOW the message will be communicated.
1. Reason for buying (motivation)
2. Appeal techniques
3. Tone and Style
4. Theme
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Tone and Style
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• Positive
• Humorous
• Negative
• Emotional
• Factual
• Sexual
• Comparative
• Lifestyle
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Other examples
FOR THE FOLLOWING ADS:
1. What are the Key Benefits?
2. What are the Support Claims?
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Evaluation Guidelines
• Is the ad consistent with the marketing objectives?
• Does the idea have power, impact, and originality?
• Does the ad communicate what it’s supposed to?
• Does it communicate a clear, convincing message?
• Is it an appropriate style for the product?
• Does the execution overwhelm the message?
• Is it appropriate for the media environment?
• Is it appropriate for the target audience?
• Is the advertisement truthful and tasteful?
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Bandura’s Social Learning Theory
• THESIS:
• People can learn from watching
(others on television)
• IMPLICATIONS:
• It’s important to demonstrate
POSITIVE CONSEQUENCES
from buying or using the product
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Quote of the Day
I don’t care about awards.
I want to sell product.
• James Harralson
(CEO Royal Crown Cola)
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