2. chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process

3. 8-3 Chapter 8 Objectives Discuss the meaning and the importance of creativity Identify members of the creative team Tell how to differentiate great advertising from the ordinary Explain the role of the creative strategy and its principal elements 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 be more productive

4. 8-4 What Makes Great Advertising ? Audience Resonance InformationalTransformational Strategic Relevance Audience Needs & WantsClient Goals The Creative Team CopywriterCreative DirectorArt Director

5. 8-5 What Makes Great Advertising ? Rolling Stone magazine used past covers for this memorable ad

6. 8-6 What Makes Great Advertising ? A California Department of Health transformational ad demarkets smoking

7. 8-7 Formulating Advertising Strategy: Writing the Creative Strategy Problem the advertising must solve Advertising objective Target audience Benefit statement Support statement Brand personality Special requirement

8. 8-8 Formulating Strategy: Message Strategy VerbalNonverbalTechnical !

9. 8-9 Formulating Strategy: Message Strategy VerbalNonverbalTechnical !

10. 8-10 Formulating Strategy: Message Strategy VerbalNonverbalTechnical !

11. 8-11 Formulating Strategy: Message Strategy Nonverbal communication is key in this Diet Coke ad

12. 8-12 Creativity’s Roles How Creativity Enhances Advertising Fact-Based Thinking Value-Based Thinking vs. Inform Remind “Boom” Persuade

13. 8-13 How Creativity Enhances Advertising Metaphors help readers understand the intended message in this Visa ad

14. 8-14 The Creative Process Explorer InsightObjectiveBrainstorm

15. 8-15 The Creative Process Explorer Artist Develop “Big Idea”  Parody  Eliminate  Compare  Connect  Reverse  Imagine  Adapt Concept Transformation InsightObjectiveBrainstorm

16. 8-16 The Creative Process Axe uses parody to emphasize how much of an aphrodisiac its cologne is

17. 8-17 The Creative Process Explorer Artist Develop “Big Idea” Implement: Creative Pyramid InsightObjectiveBrainstorm Action Desire Credibility Interest Attention

18. 8-18 The Creative Process K2 Skis ad demonstrates creative pyramid

19. 8-19 The Creative Process Explorer Artist Judge Develop “Big Idea” Implement: Creative Pyramid InsightObjectiveBrainstorm Risky, Delicate Decisions

20. 8-20 The Creative Process Explorer Artist Judge Develop “Big Idea” Implement: Creative Pyramid InsightObjectiveBrainstorm Risky, Delicate Decisions Warrior Overcome Obstacles Present to Client