Creative Strategy: Planning and Development 08 Creative Strategy: Planning and Development

Advertising Creativity Determining what the advertising message will say or communicate Creative Strategy 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 Unconventional Intuitive 8-4

Young’s Creative Process Get raw material and data, and immerse yourself in the problem Immersion Take the information, work it over, wrestle with it in your mind Digestion Turn the information over to the subconscious to do the work Incubation “Eureka! I have it!” phenomenon Illumination Study the idea, evaluate it, reshape it for practical usefulness Verification 8-5

Wallas’ Creative Process Model Illumination Seeing the Solution Preparation Gathering Information The Creative Process Incubation Setting Problem Aside Verification Refining the Idea 8-6

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 Conduct studies of product, service, audience Ask everyone involved for information Work in and learn about the client’s business 8-7

Branding Research 8-8

Input Verification and Revision Objective Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression Techniques Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles 8-9

An Advertising Campaign Integrated Interrelated Coordinated Marketing Communication Activities Centered on a Theme or Idea In Different Media 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 gatekeepers (Brand manager) Internal client decision to share with agency Client/agency communication Internal agency communication Agency gatekeeper (Account manager) decision on sharing client info with staff Creative 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) Buy this product/service and you get this benefit Benefit Must be unique to this brand or claim; rivals can't or don't offer it Unique Promise must be strong enough to move mass millions Potent 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