1. Chapter 8 Creative Strategy: Planning and Development

2. Determinants of Creativity
Divergence
Relevance
Originality
Ad-to-consumer
Flexibility
Brand-to-consumer
Elaboration
Synthesis
Artistic Value

3. D’Arcy Masius Benton & Bowles’s Universal Advertising Standards
Does the advertising position the product simply, with unmistakable clarity?
Does the advertising bolt the brand to a clinching benefit?
Does the advertising contain a Power Idea?
Does the advertising design in brand personality?
Is the advertising unexpected?
Is the advertising single-minded?
Does the advertising reward the prospect?
Is the advertising visually arresting?
Does the advertising exhibit painstaking craftsmanship?

4. Creative versus Hard-sell Advertising
Rationalists
Advertising must sell the product or service
Poets
Advertising must build an emotional bond between consumers and brands or companies

5. Young’s Model of the Creative Process
Gathering raw material and data, and immersing oneself in the problem
Immersion
Analyzing the information
Digestion
Letting the subconscious do the work
Incubation
Birth of an idea
Illumination
Studying the idea and reshaping it for practical usefulness
Reality or verification

6. Wallas’ Model of the Creative Process
Gathering background information needed to solve the problem through research and study
Preparation
Letting ideas to develop
Incubation
Finding the solution
Illumination
Refining the idea and analyzing whether it is an appropriate solution
Verification

7. General Preplanning Input
Gather and organize information on the product, market, and competition
Analyze the trends, developments, and happenings in the marketplace

8. Product- or Service-Specific Preplanning Input
Gathering information through studies conducted by the client
Problem detection
Psychographic studies
Branding research

9. 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

10. Storyboards and Animatics

11. An Advertising Campaign
Integrated
Interrelated
Coordinated
Marketing Communication Activities
Centered on a Theme or Idea
In Different Media
Over a Time Period

12. Advertising Campaign Themes
The central message that will be communicated in all of the various IMC activities
“ Just Do It”
Miller
Lite
“Red Bull Gives You Wings”
Red Bull
“ We Must Protect This House. I will.”
BMW
Nike
Under Armour

13. Criteria for Effective Slogans

14. Figure 8.3 - Creative Brief Outline

15. Figure 8.4 - Model of Marketing Information Flow from the Marketing Manager to the Creative Staff
Source: John Sutherland, Lisa Duke, and Avery Abernethy, “A Model of Marketing Information Flow,” Journal of Advertising 33, no. 4 (Winter 2004), p. 42. Copyright © 2004 by American Academy of Advertising. Reprinted with permission of M. E. Sharpe, Inc. All rights reserved. Not for reproduction.

16. Developing the Major Selling Idea
Using a unique selling proposition
Creating a brand image
Finding the inherent drama
Positioning
Approaches

17. 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

18. Positioning
Establishes the product or service in a particular place in the consumer’s mind
Done on the basis of a distinctive attributes
Basis of a firm’s creative strategy when it has multiple brands competing in the same market