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Presentation transcript:

© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Chapter 12 Creative Strategy and the Creative Process Shows how advertising strategies are translated into creative briefs and message strategies that guide the creative process

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 brief List the principal elements that should be included in the creative brief Define the four roles people play at different stages of the creative process List several techniques creatives can use to be more productive

The Creative Team: The Authors and Encoders of Advertising Copywriter Art director Creative Director

What Makes Advertising Great? Resonance Informational Transformational Relevance

Formulating Advertising Strategy: The Key to Great Creative Target Audience Product Concept Communications Media Advertising Message

Writing the Creative Brief (Copy Platform) Who? Behavioristic Geographic Demographic Psychographic

Writing the Creative Brief (Copy Platform) Why? Emotional Appeals Emotional Appeals Rational Appeals Rational Appeals

Writing the Creative Brief (Copy Platform) What? Special product features? Claim support? Product positioning Product personality or image Perceived strengths and weaknesses

Writing the Creative Brief (Copy Platform) Where and When? What style, approach, and tone?

Elements of Message Strategy Verbal Technical Non- verbal

How Creativity Enhances Advertising What is Creativity ? Combining 2 or more previously unconnected objects into something new

Role of Creativity in Advertising Inform Persuade Remind

Creativity puts the BOOM in advertising

Soft Hard Styles of Thinking Understanding Creative Thinking

Value-based Fact-based Styles of Thinking Understanding Creative Thinking

The Creative Process Explorer An insight outlook Know the objective Brainstorm

The Creative Process Artist Develop the big idea Implement the big idea Explorer

The Creative Process Artist Judge Warrior Explorer

The Creative Process Actio n Desir e Credibility Interest Attention Creative Pyramid