08 Creative Strategy: Planning and Development McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed Advertising Creativity Creative Strategy Determining what the advertising message will say or communicate Creative Tactics Determining how the message strategy will be executed 8-2 Determinants of Creativity Divergence Relevance Originality Ad-to-consumer Flexibility Brand-to-consumer Elaboration Synthesis Artistic Value 8-3 Creative Personnel Unconventional Abstract Less structured Less organized Intuitive 8-4 Young’s Creative Process Immersion Digestion Get raw material and data, and immerse yourself in the problem Take the information, work it over, wrestle with it in your mind Incubation Turn the information over to the subconscious to do the work Illumination “Eureka! I have it!” phenomenon Verification Study the idea, evaluate it, reshape it for practical usefulness 8-5 Wallas’ Creative Process Model Illumination Seeing the Solution Preparation Gathering Information The Creative Process Verification Refining the Idea Incubation Setting Problem Aside 8-6 Getting Creative Input Read anything related to the product or market Conduct studies of product, service, audience Use the product to become familiar with it Work in and learn about the client’s business Listen to what people are talking about Ask everyone involved for information 8-7 Branding Research 8-8 Input Verification and Revision Objective Techniques •Evaluate ideas •Reject the inappropriate •Refine the remaining •Give ideas final expression •Directed focus groups •Message communication studies •Portfolio tests •Viewer reaction profiles 8-9 An Advertising Campaign Integrated Interrelated Marketing Communication Activities Coordinated In Different Media Centered on a Theme or Idea Over a Time Period 8-10 The Creative Brief • • • • • • Basic problem or issue the advertising must address Advertising and communications objectives Target audience Major selling idea or key benefits to communicate Creative strategy statement Supporting information and requirements 8-11 Marketing Information Flow Knowledge of vital marketing information Client/agency communication Client gatekeepers (Brand manager) Internal client decision to share information with agency Internal agency communication Agency gatekeeper (Account manager) Creative staff Agency gatekeeper decision on sharing client info with staff Art is created 8-12 Search for a Major Selling Idea Finding the inherent drama Use a Unique Selling Position Seeking the Major Idea Positioning Create a Brand Image 8-13 The Unique Selling Proposition (USP) Benefit Unique Buy this product/serv ice and you get this benefit Must be unique to this brand or claim; rivals can't or don't offer it Potent Promise must be strong enough to move mass millions 8-14 Positioning Establish a particular place in the customer’s mind for the product or service Based on product attributes/benefits, price/quality, use or application, type of user, or problem solved 8-15