8-1 Creative Strategy: Planning and Development Group 8 Integrated Marketing Communications Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa Chapter 8 Advertising And Promotion, 6/E - Belch

8-2 Advertising Creativity Determining what the advertising message will say or communicate Creative Strategy Creative Strategy Creative Tactics Creative Tactics Determining how the message strategy will be executed

8-3 Creative Advertising for Shangri-La Hotels It’s in our Nature There’s no greater act of hospitality than to embrace a stranger as one’s own.

8-4 The Importance of Creativity Best ads of all time? Alka-Seltzer… Mama Mia! That’s a spicy meatball! Nissan … Enjoy the ride. Altoids… Curiously strong.

8-5 Determinants of Creativity Divergence Originality Flexibility Elaboration Synthesis Artistic Value Relevance Ad-to-consumer Brand-to-consumer

8-6 Creative Personnel Abstract Less structured Less organized Unconventional Intuitive

8-7 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!” phenomenonIllumination Study the idea, evaluate it, reshape it for practical usefulness Verification

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

8-9 Getting Creative Input Read anything related to the product or market Listen to what people are talking about Use the product to become familiar with it Ask everyone involved for information Work in and learn about the client’s business Conduct studies of product, service, audience

8-10 Branding Research

8-11 Input Verification and Revision Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression Objective Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques

8-12 An Advertising Campaign Integrated Interrelated Coordinated In Different Media Over a Time Period Marketing Communication Activities Centered on a Theme or Idea

8-13 Campaign Themes MarlboroMarlboro Country WheatiesBreakfast of Champions BMWThe ultimate driving machine NikeJust do it McDonald’sI’m lovin’ it Key JewelersEvery kiss begins with Kay Allstate You’re in good hands with Allstate Company or Brand Campaign Theme

8-14 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

8-15 Marketing Information Flow Knowledge of vital marketing information Client gatekeepers (Brand manager) Internal client decision to share information with agency Agency gatekeeper (Account manager) Agency gatekeeper decision on sharing client info with staff Creative staff Art is created Client/agency communication Internal agency communication

8-16 Search for a Major Selling Idea Finding the inherent drama Use a Unique Selling Position Use a Unique Selling Position Create a Brand Image Positioning Seeking the Major Idea

8-17 The Unique Selling Proposition (USP) Must be unique to this brand or claim; rivals can't or don't offer it Unique Buy this product/serv ice and you get this benefit Benefit Promise must be strong enough to move mass millions Potent

8-18 Colgate’s Unique Selling Proposition

8-19 Image Advertising

8-20 Inherent Drama Messages generally presented in a warm, emotional way Focuses on consumer benefits with an emphasis on the dramatic element

8-21 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

8-22 Thank You