The creative process & creative brief Introduction to Advertising Topic 7 The creative process & creative brief

Creativity in Advertising Effective in achieving marketing objectives and advertising objectives Unique and effective way to communicate with the target audience Persuasive message to persuade Creating brand image Delivers the brand positioning Must be ethical

The Creative Process Studying the Creative Process: The marketing problem to be solved with advertising The advertising objectives The target audience profile/needs, wants, motivations Aspects of the brand that can fulfill those needs How to communicate effectively with target audience

Brainstorming

Brainstorming Brainstorming is the practice of creative people to sit down together and brainstorm All ideas are listed down and discussed The BIG idea is selected

Creative Strategy WHO: to whom is the advertising message addressed to WHAT : the advertising message which appeals to target audience WHY : why does it appeals to target audience HOW: how do you deliver the advertising message to the target audience

The Creative Brief Client Account Handling Creative “Creative Brief is a document which provides information to guide the creative team to establish advertising creative strategy, concepts/ideas” It is written by the account team based on the advertising brief which is a document given by client to agency. Client Account Handling Creative Advertising Brief Creative Brief AGENCY

Understanding the Creative Brief Requires specific skills, which are: Skills to interpret information written on the creative brief as the basis of concept development Specific skills in formulating creative strategy in the form of art direction and copywriting.

The Creative Brief (1/2) Product/brand information What marketing problem advertising must address What is the advertising objective Who is the target audience What message/promise must be given to the target audience Why will that message appeal to the target audience

The Creative Brief (2/2) Tone and manner of the advertising Media platform Creative tasks Budget Deadline

“… able to create the perception as defined in the creative strategy” Message Execution How to convey the advertising message to the target audience? “Attractive, attention getting!” “Simple and easy to understand!” “… able to create the perception as defined in the creative strategy”

TV Commercial

Elements of TV Commercials A story line Visuals Sounds : music, dialogs, Movements Camera shots ( short, mid, long) Lighting

Storyboard of TVC Elements of Storyboard: Consists of a number of frames which tell a story Visual element Audio element (script)

PROJECT / COURSEWORK Based on advertising brief establish a creative brief! Based on creative brief create 30” storyboard for tvc