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Chapter eight Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

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Presentation on theme: "Chapter eight Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,"— Presentation transcript:

1 chapter eight Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

2 8-2 Objectives_1  Discuss the meaning and importance of creativity  Identify the members of the creative m and their primary responsibilities  Tell how to differentiate great advertising from the ordinary  Explain the role of the creative strategy and its principal elements

3 8-3 Objectives_2  Explain the purpose of the message strategy and how it differs from the creative strategy  Describe the two basic styles of thinking  Define the four roles people play at different stages of the creative process  List several techniques creatives can use to enhance their creativity

4 8-4 The Creative Team Creative Director Art DirectorCopy Writer

5 8-5 What Makes Advertising Great? Audience Resonance Strategic Relevance

6 8-6 Strategy  Advertising strategy describes a means to achieve advertising objectives through creative executions and media plans  Creative strategy guides those responsible for creating advertising –Creative brief –Work plan –Copy strategy –Copy platform

7 8-7 Elements of the Creative Strategy Problem Support Special Requirements Target Benefits Objectives Brand’s Personality

8 8-8 Elements of the Message Strategy NonverbalVerbalTechnical

9 8-9 How Does Creativity Help Advertising? Creativity helps advertising to –Inform –Persuade –Remind –Impact

10 8-10 Creativity Affects Advertising Impact The tagline in this ad, “If you have a lot to explain, we have the best phone rates,” makes an impact that enhances the ad’s effectiveness.

11 8-11 Styles of Thinking Fact- based Value- based

12 8-12 Roles Creatives Play in the Process The Artist The Explorer The Judge The Warrior

13 8-13 The Explorer Role  Examine existing information  Review marketing and advertising plans  Study the market, product, and competition  Develop insight –Research –Brainstorming

14 8-14 The Artist Role  Develop the BIG Idea –Visualization/ conceptualization –Transform or incubate the concept  Implement the BIG Idea

15 8-15 Concept Transformation Techniques AdaptImagine ReverseConnect CompareParody Eliminate

16 8-16 Exhibit 8-1 The advertising pyramid reflects how people learn new information. The creative pyramid translates advertising objectives into copywriting objectives.

17 8-17 The Judge Role  Evaluate the practicality of the ideas  Decide whether to implement, modify, or discard ideas  Be self-critical  Avoid stifling artists’s imagination  Assess risk involved with idea

18 8-18 The Warrior Role  Carries the concept into action  May require battles win approval for the concept  Help the account managers sell the campaign to the client

19 Components of Selling Power Strategic Precision Savvy Psychology Slick Presentation Structural Persuasion Solve the Problem

20 8-20 Key Terms_1  Advertising objective  Advertising message  Art  Art direction  Artist role  Benefit statement  Big idea  Brainstorming  Brand personality  Conceptualization  Copy platform  Copy strategy  Copywriter  Creative brief  Creative director  Creative process  Creative pyramid

21 8-21 Key Terms_2  Creatives  Creative strategy  Creativity  Explorer role  Fact-based thinking  Informational  Judge role  Mandatories  Message strategy  Problem  Special requirements  Support statement  Target audience  Transformational  Value-based thinking  Visualization  Warrior role  Work plan


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