1. The Creative Side of Advertising Novrita Widiyastuti, S.Sos

2. Creative Brief  The creative strategy and the key execution details are spelled out in a document called a creative brief / creative platform / worksheet / blueprint / job request  The account management or account planner prepares the brief, identifies the basic creative strategy ideas and give some direction to the creative approach  Account planner are particularly useful because of the consumer insight they bring to the strategy

3. Elements of the Creative Brief  The reason for Advertising (background) – what?  The end result of the Advertising (objective) – what effect?  Market Segment (TA & TM) – to whom?  Communication Strategy – how?  Rationale – why?  Key Benefits and Advantage  Advertising Tone  Mandatory  Media Platform

4. The Reason for Advertising  Background of product, marketplace, competitor, research  Communication problem (low awareness, unrecognisable, low/bad image, aware but not interesting, etc)

5. The End Result of the Advertising  Advertising objective/goal? State what the advertising will be designed to achieve  Do you intend to create awareness for a new brand, change the image of an existing brand, maintain the personality of an existing product?  Whatever your goals, state them specifically and completely, and should answering your communication problem

6. Market Segment  Target Market: a group of consumer / customer (people or organization) for whom a seller designs a particular marketing mix  Target Audience: a specified audience or demographic group for which an advertising/promotion message is designed / Potential people which would be exposed by promotion campaign. Who are we talking to?

7. Communication Strategy  Message or creative strategy refers to what the advertisement says. It identifies the general problem the message faces and suggest how it can be solved  What do you say to them?

8. Rationale, Benefit & Advantage  Why should they believe us / this/ what we say?  Example: It's free, from Citibank - your trusted financial partner. It's free, from Citibank - your trusted financial partner. Get a PJ pizza for $1. Get a PJ pizza for $1. Backed with a 100% purchase protection guarantee. Backed with a 100% purchase protection guarantee. Takes just 3 seconds to download the pre- personalized widget from your online account... etc Takes just 3 seconds to download the pre- personalized widget from your online account... etc  Benefit: The (product feature) is important because it will do (benefit) for me

9. Advertising Tone; Any Essential Requirement  what are the overall personality traits the project must communicate?

10. Example

11. Example  Product: Kuku Bima Ener-G! (Sido Muncul)  Reason: Launch new flavors (Jambu Merah Jakarta, Jeruk Pontianak, Anggur Merah Bali)  End Result : Create awareness that Kuku Bima has 3 new flavors  Target Audience : Male & Female, 25-40 years old, SES: C-D, physical workers, low educated, sub-urban  Competitors: - Hemaviton Jreng, Extra Joss, Naturade

12. Example  Communication Strategy: Healthy energy drink to increase stamina and refreshment  Key Benefits and Advantage: - Composition: Ginseng, Royal Jelly, Honey, Taurine - As a food supplement, to help increase stamina and refreshment - No Saccharine added  Mandatory: Should be added its benefit  increase your energy

13. What makes an Ads Great? Three broad dimensions characterize great advertising:  Strategy  Creativity  Execution

14. What is Creative Advertising?  The creative philosophy of DDB Nedham is ROI: Relevance, Originality, Impact  Relevance: Advertising tries to deliver the right message to the right person at the right time.  Original: one of a kind, fresh, unexpected and unusual  Impact: an advertising should not just wash over the audience  Creative ideas must support the advertising and marketing strategy