Chapter Eight Creating Ads: Strategy and Process Arens|Schaefer|Weigold Chapter Eight Creating Ads: Strategy and Process Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Learning Objectives Identify the members of the creative team and their primary responsibilities Describe the characteristics of great advertising Explain the role of the creative strategy and its principal elements

Learning Objectives Show how advertising enhances creativity Define the four roles people play at different stages of the creative process

The Creative Team Copywriter Creates the words and concepts for ads and commercials Copywriter Determines how the ads verbal and visual symbols will fit together Art director Head of the creative team of copywriters and artists Responsible for the form the final ad takes Creative director

Dimensions of Great Advertising Audience resonance - Surprise element that gets the audiences’ attention and imagination Informational ads Transformational ads Strategic relevance - Ad should be in alignment with the sponsor’s strategy

Creative Strategy Guides the creative team in writing and producing an ad Elements Problem the advertising must solve Advertising objective and definition of the target audience Benefits to communicate Support for the benefits Brand personality and special requirements

Message Strategy Helps media planners determine how messages will be delivered to consumers Components Verbal Nonverbal Technical Mandatories: Specific requirements for every ad, such as addresses, logos, and slogans

Creativity Combining two or more previously unconnected objects or ideas into something new Role in advertising Informs Persuades Reminds Helps with the boom factor

Fact-Based vs. Value-Based Thinking Fact-based thinking Fragments concepts for analysis Analyzes situations to discover one discover one best solution Produces straight-forward layouts, fact-based appeals, and lots of data Value-based thinking Decisions are based on intuitions, values, and ethical judgments Produces ads that are metaphorical, subtle, soft or intuitive

Roles of Art Director and the Copywriter in the Creative Process Searches for new information and unusual patterns Explorer Experiments with a variety of approaches looking for an original idea Artist Evaluates the results of experiments to find the most practical approach Judge Overcomes obstacles to bring a creative concept to realization Warrior

Exhibit 8.2 - The Advertising Pyramid and the Creative Pyramid