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

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. 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. The Creative Team
Creative Director
Art Director
Copy Writer

5. What Makes Advertising Great?
Audience Resonance
Strategic Relevance

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

8. Elements of the Message Strategy
Verbal
Nonverbal
Technical

9. How Does Creativity Help Advertising?
Creativity helps advertising to
Inform
Persuade
Remind
Impact

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. Styles of Thinking
Fact-
based
Value-
based

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

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

14. The Artist Role Develop the BIG Idea Implement the BIG Idea
Visualization/ conceptualization
Transform or incubate the concept
Implement the BIG Idea

15. Concept Transformation Techniques
Adapt
Imagine
Reverse
Connect
Parody
Compare
Eliminate

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

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

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. 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