Creative Strategy: Planning and Development

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Presentation transcript:

Creative Strategy: Planning and Development Chapter 8 Creative Strategy: Planning and Development

Chapter 8 – Learning Objectives Understand the difference between creative strategy and tactics Identify the components of a copy platform Identify the major selling ideas used as the basis for ad campaigns

Creative Strategy vs. Tactics Determines what the advertising message will say or communicate Creative Tactics Outlines how the the message strategy will be executed

Copy Platform 1 Basic problem or issue. 2 Advertising and communications objectives. Target audience. 4 Major selling idea or key benefits to communicate. 5 Creative strategy statement. 6 Supporting information and requirements.

Major Selling Ideas Using a unique selling position Creating a brand image Finding the inherent drama Positioning