© 2006 Pearson Education Canada Inc. 5.1 Canadian Advertising in Action Chapter 5 Creative Planning Essentials

© 2006 Pearson Education Canada Inc. 5.2 Learning Objectives  Identify communications process elements  Distinguish between client & agency responsibilities in creative development  Explain creative development stages  Discuss the creative brief and its processes  Identify and distinguish among creative objectives, strategies and execution  Describe appeal techniques  Explain measurement techniques for evaluating creative

© 2006 Pearson Education Canada Inc. 5.3 The Communications Process SenderMessage Receiver Noise Feedback Action by Receiver Media

© 2006 Pearson Education Canada Inc. 5.4 Taking in Messages A consumer will exhibit four behaviours before purchasing goods and services: 1. Awareness 2. Comprehension 3. Conviction 4. Action

© 2006 Pearson Education Canada Inc. 5.5 Creative Development Process

© 2006 Pearson Education Canada Inc. 5.6 Creative Brief Document A discussion document prepared by the client. It contains relevant information that the agency creative team can use to develop the creative strategy.

© 2006 Pearson Education Canada Inc. 5.7 Creative Brief 1.Market Information Market Brand Competitor 2.Target Market Profile 3.Budget 4.Problem Identification Cont’d…

© 2006 Pearson Education Canada Inc. 5.8 Creative Brief (cont’d) 5.Communications Objectives Awareness & Preference Frequency or Variety of Use Attract New Targets Communicate Product Improvements Other 6.Positioning Strategy Statement Cont’d…

© 2006 Pearson Education Canada Inc. 5.9 Creative Brief (cont’d) 7.Creative Objectives Key-benefit Statement Support-claims Statements 8.Creative Strategy Tone and Style Theme Considerations Appeal Techniques

© 2006 Pearson Education Canada Inc Creative Strategy Positive Negative Factual Comparative How will the message be communicated? Several appeal techniques are common. Humorous Emotional Sexual Lifestyle

© 2006 Pearson Education Canada Inc Website Examples Levi’s Jeans Tim Horton’s Maytag What creative strategies have these firms used on their websites? Through which marketing communications activities and media?

© 2006 Pearson Education Canada Inc Creative Execution How to present the message? Testimonials Endorsements Demonstrations What ways were used on the website? Elsewhere? Torture Tests Product as Hero Product Comparisons

© 2006 Pearson Education Canada Inc Creative Execution Are there production considerations? Length of Commercial Size of Ad Use of Colour

© 2006 Pearson Education Canada Inc Influences on Creative Objectives and Strategies Product Characteristics Image and Reputation Competitor Strategy Target Market Profile Budget Primary Goal of Campaign Positioning Statement Product Characteristics Image and Reputation Competitor Strategy Target Market Profile Budget Primary Goal of Campaign Positioning Statement Creative Objectives Creative Strategy Creative Execution

© 2006 Pearson Education Canada Inc Creative Evaluation Clients consider the following criteria: Is it on strategy? Does it mislead or misrepresent? Is it memorable? Is there effective brand recognition? Is there a need for research? I like it! I don’t like it!

© 2006 Pearson Education Canada Inc Creative Research Recognition Tests Recognition Tests Recall Tests Recall Tests Tests for awareness of brand advertising Tests for impact and comprehension

© 2006 Pearson Education Canada Inc Some Research Methods Starch Readership Test Noted Associated Read Most Day After Recall Exposure to and recall of commercials

© 2006 Pearson Education Canada Inc Other Research Methods Opinion Measure Testing Physiological Testing Inquiry Tests (Split Runs) Controlled Experiments (Test Markets)