1. Creative Strategy: Planning and Development08
Creative Strategy: Planning and Development

2. Advertising Creativity
Determining what the advertising message will say or communicate
Creative
Strategy
Creative
Tactics
Determining how the message strategy will be executed
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3. Determinants of Creativity
Divergence
Relevance
Originality
Ad-to-consumer
Flexibility
Brand-to-consumer
Elaboration
Synthesis
Artistic Value
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4. Creative Personnel Unconventional Abstract Less structured
Less organized
Unconventional
Intuitive
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5. 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
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6. Wallas’ Creative Process Model
Illumination
Seeing the
Solution
Preparation
Gathering Information
The
Creative
Process
Incubation
Setting Problem
Aside
Verification
Refining
the Idea
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7. 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
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8. Branding Research
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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
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10. An Advertising Campaign
Integrated
Interrelated
Coordinated
Marketing Communication Activities
Centered on a Theme or Idea
In Different Media
Over a Time Period
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11. 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
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12. 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
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13. Search for a Major Selling Idea
Finding the inherent drama
Use a Unique
Selling Position
Seeking the Major Idea
Positioning
Create a Brand Image
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14. 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
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15. 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
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