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Chapter 8 Creative Strategy: Planning and Development
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Determinants of Creativity
Divergence Relevance Originality Ad-to-consumer Flexibility Brand-to-consumer Elaboration Synthesis Artistic Value
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D’Arcy Masius Benton & Bowles’s Universal Advertising Standards
Does the advertising position the product simply, with unmistakable clarity? Does the advertising bolt the brand to a clinching benefit? Does the advertising contain a Power Idea? Does the advertising design in brand personality? Is the advertising unexpected? Is the advertising single-minded? Does the advertising reward the prospect? Is the advertising visually arresting? Does the advertising exhibit painstaking craftsmanship?
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Creative versus Hard-sell Advertising
Rationalists Advertising must sell the product or service Poets Advertising must build an emotional bond between consumers and brands or companies
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Young’s Model of the Creative Process
Gathering raw material and data, and immersing oneself in the problem Immersion Analyzing the information Digestion Letting the subconscious do the work Incubation Birth of an idea Illumination Studying the idea and reshaping it for practical usefulness Reality or verification
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Wallas’ Model of the Creative Process
Gathering background information needed to solve the problem through research and study Preparation Letting ideas to develop Incubation Finding the solution Illumination Refining the idea and analyzing whether it is an appropriate solution Verification
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General Preplanning Input
Gather and organize information on the product, market, and competition Analyze the trends, developments, and happenings in the marketplace
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Product- or Service-Specific Preplanning Input
Gathering information through studies conducted by the client Problem detection Psychographic studies Branding research
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Input Verification and Revision
Objective Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression Techniques Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles
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Storyboards and Animatics
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An Advertising Campaign
Integrated Interrelated Coordinated Marketing Communication Activities Centered on a Theme or Idea In Different Media Over a Time Period
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Advertising Campaign Themes
The central message that will be communicated in all of the various IMC activities “ Just Do It” Miller Lite “Red Bull Gives You Wings” Red Bull “ We Must Protect This House. I will.” BMW Nike Under Armour
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Criteria for Effective Slogans
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Figure 8.3 - Creative Brief Outline
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Figure 8.4 - Model of Marketing Information Flow from the Marketing Manager to the Creative Staff
Source: John Sutherland, Lisa Duke, and Avery Abernethy, “A Model of Marketing Information Flow,” Journal of Advertising 33, no. 4 (Winter 2004), p. 42. Copyright © 2004 by American Academy of Advertising. Reprinted with permission of M. E. Sharpe, Inc. All rights reserved. Not for reproduction.
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Developing the Major Selling Idea
Using a unique selling proposition Creating a brand image Finding the inherent drama Positioning Approaches
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The Unique Selling Proposition (USP)
Buy this product/service and you get this benefit Benefit Must be unique to this brand or claim; rivals can't or don't offer it Unique Promise must be strong enough to move mass millions Potent
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Positioning Establishes the product or service in a particular place in the consumer’s mind Done on the basis of a distinctive attributes Basis of a firm’s creative strategy when it has multiple brands competing in the same market
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