1. The creative process & creative brief
Introduction to Advertising
Topic 7
The creative process & creative brief

3. Creativity in Advertising
Effective in achieving marketing objectives and advertising objectives
Unique and effective way to communicate with the target audience
Persuasive message to persuade
Creating brand image
Delivers the brand positioning
Must be ethical

4. The Creative Process Studying the Creative Process:
The marketing problem to be solved with advertising
The advertising objectives
The target audience profile/needs, wants, motivations
Aspects of the brand that can fulfill those needs
How to communicate effectively with target audience

5. Brainstorming

6. Brainstorming
Brainstorming is the practice of creative people to sit down together and brainstorm
All ideas are listed down and discussed
The BIG idea is selected

7. Creative Strategy WHO: to whom is the advertising message addressed to
WHAT : the advertising message which appeals to target audience
WHY : why does it appeals to target audience
HOW: how do you deliver the advertising message to the target audience

9. The Creative Brief Client Account Handling Creative
“Creative Brief is a document which provides information to guide the creative team to establish advertising creative strategy, concepts/ideas”
It is written by the account team based on the advertising brief which is a document given by client to agency.
Client
Account Handling
Creative
Advertising
Brief
Creative
Brief
AGENCY

10. Understanding the Creative Brief
Requires specific skills, which are:
Skills to interpret information written on the creative brief as the basis of concept development
Specific skills in formulating creative strategy in the form of art direction and copywriting.

11. The Creative Brief (1/2) Product/brand information
What marketing problem advertising must address
What is the advertising objective
Who is the target audience
What message/promise must be given to the target audience
Why will that message appeal to the target audience

12. The Creative Brief (2/2) Tone and manner of the advertising
Media platform
Creative tasks
Budget
Deadline

13. “… able to create the perception as defined in the creative strategy”
Message Execution
How to convey the advertising message to the target audience?
“Attractive, attention getting!”
“Simple and easy to understand!”
“… able to create the perception as defined in the creative strategy”

14. TV
Commercial

15. Elements of TV Commercials
A story line
Visuals
Sounds : music, dialogs,
Movements
Camera shots ( short, mid, long)
Lighting

16. Storyboard of TVC Elements of Storyboard:
Consists of a number of frames which tell a story
Visual element
Audio element (script)

19. PROJECT / COURSEWORK
Based on advertising brief establish a creative brief!
Based on creative brief create 30” storyboard for tvc