1. Chapter 8 Creative Strategy: Planning and Development

2. Creativity
Is advertising creative when it sells the product, or when it is artistic or aesthetic?
Advertising has to be somewhere in between the two extremes

3. Determinants of Creativity
Divergence refers to the extent to which an ad contains elements that are novel, different or unusual
Relevance reflects the degree to which the various elements of the ad are meaningful, useful or valuable to the consumer.

4. Determinants of Creativity
Divergence
Relevance
Originality
Ad-to-consumer
Flexibility
Brand-to-consumer
Elaboration
Synthesis
Artistic Value

5. Example: Creative Advertising
Google India

6. 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

7. 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

8. 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

9. General Preplanning Input
Gather and organize information on the product, market, and competition
Analyze the trends, developments, and happenings in the marketplace

10. Product- or Service-Specific Preplanning Input
Gathering information through studies conducted by the client
Problem detection
Psychographic studies
Branding research

11. 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

12. Storyboards and Animatics
A storyboard is a series of drawings used to present the visual plan or layout of a proposed commercial
An animatic is a videotape of the storyboard along with an audio soundtrack

13. Storyboards and Animatics

14. An Advertising Campaign
Integrated
Interrelated
Coordinated
Marketing Communication Activities
Centered on a Theme or Idea
In Different Media
Over a Time Period

15. Advertising Campaigns
A campaign theme should be a strong idea as it is the central message
The slogan or tagline reduces the key idea into a few words or a brief statement.

16. 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

17. Criteria for Effective Slogans

18. Creative brief
Specifies the basic elements of the creative strategy.

19. Developing the Major Selling Idea
Using a unique selling proposition
Creating a brand image
Finding the inherent drama
Positioning
Approaches

21. 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

22. Creating a brand image
Develop a strong, memorable identity for the brand through image advertising

23. 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

24. Case Study
Pepsodent vs Close Up