Outline What is creative advertising? Creative thinking Creative strategy and execution The creative brief Effective creativity Chapter 11 The Creative.

Slides:



Advertisements
Similar presentations
Advertising, Sales Promotion, and Public Relations
Advertisements

Advertising. Role of advertising to increase the sales of a product or usage rates of a service to improve corporate image to change attitudes and behaviour.
Creative Strategy and the Creative Process
Muhammad Waqas The Creative Side and Message Strategy Lecture 13.
The Creative and Message Strategy
Advertising Design Theoretical Frameworks and Types of Appeal
Copyright © 2012 Pearson Canada Inc. Part 3 Creating the Message 5-1.
Message Strategy & Execution MKT 846 Professor West.
1 Matakuliah: G0492 / English for Advertising Tahun: 2005/2006 The Creative Side of Advertising What is Creative Advertising Creative Thinking Creative.
Chapter 14 Advertising messages. Figure 14.1 The balance of emotions and information provision.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 10 Brand Message Execution Key Points: How does the creative process work to develop.
Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 The Creative Side and Message Strategy Part 4: Effective.
PART 1.  Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.  Advertising and promotion are integral.
Advertising and Public Relations
Advertising and Public Relations Chapter Definition Advertising  Any paid form of nonpersonal presentation and promotion of ideas, goods, or.
IMC Message Strategy All planned brand messages should:
Chapter 8: The Creative Side
The Creative Side and Message Strategy Part 4: Effective Advertising Messages Chapter 12.
The Creative Side and Message Strategy
The Creative Side and Message Strategy
 It is the ability to come up with fresh, unconventional, unique, appropriate & effective ideas that can be used as solutions to an advertiser’s communications.
Creativity Mktg 340 Maureen O’Connor. Where do creative ideas come from? Dan Wieden’s point of view player_page.jsp.
INTEGRATED MARKETING COMMUNICATIONS
Chapter 15 & 16 Advertising and Public Relations (CH15)
10-1 Chapter Fifteen Advertising and Public Relations.
The Creative Side & Message Strategy
The Creative Side & Message Strategy
The Creative Side and Message Strategy Advertising Principles
Chapter 10 Marketing communication and personal selling
What makes good advertising?. Outlines  Examining the role of creativity in advertising.  The importance of targeting the right audience.  The old.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The Creative Side.
Advertising Management
© 2006 Pearson Education Canada Inc. 5.1 Canadian Advertising in Action Chapter 5 Creative Planning Essentials.
“Creating the Boom Factor”.  It is actually a step-by-step process that can be learned and used to generate original ideas.
Advertising Creativity Dr. Padmini Patwardhan Dept. of Mass Communication.
Global Edition Chapter Fifteen
Creative Strategy: Planning and Development
CHAPTER 1 SUMMARY Mohamed Taher – NAA010. Introduction Advertising is considered to be a marketing communication, where it communicates to the customer.
When I Grow Up In general In advertising. London-6-Week Advertising Course 12-2.
©2005 Pearson Education Canada Inc.4-1 Chapter 4 Advertising: Creative Planning.
Creative Strategy and the Creative Process Lecture 9.
Advertising Processes The creative strategy, presentations and media strategy.
Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Creative Strategy Presented by Karen Porter Department of Marketing.
Chapter = 6 Advertising Process.
Chapter 10 Advertising strategies and tactics. We are transforming the world's first advertising agency into the world's first global brand communications.
Advertising Management Chapter Chapter Objectives 1.Understand steps of effective advertising management. 2.Recognize when to use in-house advertising.
Outline The impact of advertising How advertising communication works Message reception and response How brands work Chapter 6 How Advertising Works.
1 Advertising. 2 Outline n Promotional mix n Advertising –objectives, budgeting, message / media strategy n Integrated marketing communication n Global.
Chapter Fifteen Advertising and Public Relations Copyright ©2014 by Pearson Education, Inc. All rights reserved.
ASSIGNMENT-CREATE A HUMAN RIGHTS AWARENESS POSTER Social Studies 7 Chapter One.
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Advertising and IMC Creative Strategies.
Chapter 15 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Advertising and Public Relations.
How would you define advertising?
The Creative Side and Message Strategy (Continued)
Creating Ads: Strategy and Process Chapter 8 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Class 7: Creative IMC Message Strategies. Contents Message strategy: ‘Big Idea’ IMC message strategy brief The creative process.
Advertising and Public Relations
The creative process & creative brief
NAME:Farah AlBetairi ID number:
Chapter 11 The Creative Side of Advertising
Chapter 12 Jewler & Drewniany say an ad DDB Needham:
THE CREATIVE SIDE OF ADVERTISING AND MESSAGE STRATEGY
Advertising Strategy Week 7 Fall, 2009 EWMBA
Chapter Number Four Development of an Advertising Program
Principles of Marketing
Chapter Number Four Development of an Advertising Program Modular:
Presentation skills and
Chapter Number Six Development of an Advertising Program
Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning.
Presentation transcript:

Outline What is creative advertising? Creative thinking Creative strategy and execution The creative brief Effective creativity Chapter 11 The Creative Side of Advertising

Chapter 11: The Creative Side of Advertising2 The big idea The creative leap Strategy and creativity What is Creative Advertising?

Chapter 11: The Creative Side of Advertising3 Creative roles The creative person –The ability to visualize –Openness to new experiences –Conceptual thinking The creative process –Steps and stages –Brainstorming Creative Thinking

Chapter 11: The Creative Side of Advertising4 Creative Strategy and Execution Creative strategy Head and heart creative strategies –Lectures and dramas –Transmission and ritual Selling premises Structural analysis

Chapter 11: The Creative Side of Advertising5 The Creative Brief Message approaches –Straightforward –Demonstration –Comparison –Problem solution/problem avoidance –Slice of life –Spokespeople/endorsers –Teasers Message execution

Chapter 11: The Creative Side of Advertising6 Effective Creativity Ads that drive perception –Attention and awareness –Interest –Memorability

Chapter 11: The Creative Side of Advertising7 Effective Creativity Ads that deliver learning Ads that are persuasive Ads that stimulate action Evaluation

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2025 SlidePlayer.com. Inc. All rights reserved.