1. McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process

2. 10-2 Chapter Overview How advertising strategies are translated into creative briefs and message strategies that guide creativity

3. 10-3 Chapter Objectives Discuss the meaning and importance of creativity Tell how to tell great advertising from ordinary List techniques creatives use to be more productive Identify members and tasks of the creative team Define the four roles people play at stages of the creative process Explain the role and effect of the creative brief List principal elements of a creative brief

4. 10-4 Nonverbal ad design Verbal message What Makes great Advertising? Art Director Creative Director Copywriter The Creative Team

5. 10-5 What Makes great Advertising? TransformationalInformational“Boom” Audience Resonance Problem avoidance or removal Use positive reinforcement to offer a reward Gets your attention… now! Often fail to resonate with the audience

6. 10-6 What Makes great Advertising? Strategic Relevance Audience Needs, Wants Client Needs “I can’t believe I ate the whole thing” was a flop

7. 10-7 What Makes great Advertising? Target believes in brand icons

8. 10-8 Elements of Advertising Strategy Target Audience Product Concept Communications Media Advertising Message

9. 10-9 Writing the Creative Brief Issues to Consider Elements of the Brief Who? Why? What? Where? When? Objective statement Support statement Tone or brand character statement

10. 10-10 Formulating Strategy Selected advertising appeals

11. 10-11 Message Strategy VerbalNonverbalTechnical I’m late!

12. 10-12 Message Strategy This Snickers ad exemplifies the art of nonverbal communication

13. 10-13 Creativity’s Roles Fact-Based Thinking Value-Based Thinking vs. Inform Remind “Boom” Persuade

14. 10-14 The Creative Process Explorer InsightObjectiveBrainstorm

15. 10-15 The Creative Process Artist Develop “Big Idea”   Parody   Eliminate   Compare   Connect   Reverse   Imagine   Adapt Concept Transformation Implement creative pyramid

16. 10-16 The Creative Pyramids

17. 10-17 The Creative Process Milwaukee Tools brings a new identify to the humble electrical outlet

18. 10-18 The Creative Process This ad for K2 skis exemplifies the five steps of the creative pyramid

19. 10-19 The Creative Process Judge Is this idea an ah! or an uh-oh? What’s wrong and right with this idea? What if it fails? Is it worth the risk? What is my cultural bias? What’s clouding my thinking?

20. 10-20 The Creative Process Appalling1 Destructive2 Not competitive3 Cliché4 Innovative strategy5 Fresh idea(s)6 Excellence in craft7 New standard in product category 8 New standard in advertising9 World Class10 Leo Burnett’s GPC rating scale

21. 10-21 The Creative Process Warrior Be bold Sharpen your skills Examine criticism in advance Overcome obstacles Use energy wisely Be persistent Savor your victories Learn from defeat

22. 10-22 Key Components of Selling Strategic Precision Savvy Psychology Slick Presentation Structural persuasion Solve the problem