1. Copyright © 2012 Pearson Canada Inc. Part 3 Creating the Message 5-1

2. Copyright © 2012 Pearson Canada Inc. Chapter 5 Creative Planning Essentials 5-2

3. Copyright © 2012 Pearson Canada Inc. Learning Objectives  Identify communications process elements  Distinguish between client & agency responsibilities in creative development  Explain creative development stages  Discuss the creative brief and its processes con’t... 5-3

4. Copyright © 2012 Pearson Canada Inc. Learning Objectives (cont.)  Identify and distinguish among creative objectives, strategies and execution  Describe appeal techniques  Identify the various execution techniques used for presenting advertising messages  Explain measurement techniques for evaluating creative 5-4

5. Copyright © 2012 Pearson Canada Inc. Advertising Plan Divided into two distinct-yet-connected sections  Creative Plan  Devise message  Media Plan  Devise media strategies 5-5

6. Copyright © 2012 Pearson Canada Inc. Creative Development Process 5-6

7. Copyright © 2012 Pearson Canada Inc. Client Responsibility  Provide enough market, competitor, customer, and product information  Helps develop creative objectives  Limited input of creative strategy statements  Creative evaluation process 5-7

8. Copyright © 2012 Pearson Canada Inc. Agency Responsibility  Understand the marketplace  Develop a more precise creative strategy  Creative execution details 5-8

9. Copyright © 2012 Pearson Canada Inc. Client- Agency Responsibility 5-9

10. Copyright © 2012 Pearson Canada Inc. The Creative Brief A discussion document prepared by the client.  It contains relevant information that the agency creative team (copywriters and art directors) can use to develop the creative strategy. 5-10

11. Copyright © 2012 Pearson Canada Inc. Content of a Creative Brief Market Information  Market profile  Product profile  Competitor profile  Target market profile Continued… 5-11

12. Copyright © 2012 Pearson Canada Inc. Content of a Creative Brief (cont.) Problem Identification  Identification of problem or  Overall communication goal Budget Continued… 5-12

13. Copyright © 2012 Pearson Canada Inc. Problem Identification A few generic examples of overall communication goals:  To create or increase brand awareness  To position or reposition a product in the customer’s mind  To present a new image (re-image of brand)  To attract a new target market  To introduce a line extension 5-13

14. Copyright © 2012 Pearson Canada Inc. Content of a Creative Brief (cont.) Advertising Objectives  Increase awareness  Encourage trial purchase  Communicate promotion incentives  Increase frequency or variety of use  Attract new targets  Communicate product improvements  Communicate a positive corporate image  Alter a perception or image Continued… 5-14

15. Copyright © 2012 Pearson Canada Inc. Content of a Creative Brief (cont.)  Positioning – Strategy Statement  Brand benefits, personality or desire image  Creative Objectives  Message content objectives  Key benefit statement  Support-claims statement Continued… 5-15

16. Copyright © 2012 Pearson Canada Inc. Content of a Creative Brief (cont.)  Creative Strategy  Buying motivation  Tone and style  Theme  Appeal techniques Continued… 5-16

17. Copyright © 2012 Pearson Canada Inc. Creative Strategy How will the message be communicated to the target audience?  Here are some common creative appeal techniques:  Positive  Negative  Factual  Comparative  Humorous  Emotional  Sexual  Lifestyle 5-18

18. Copyright © 2012 Pearson Canada Inc. Content of a Creative Brief (cont.) Creative Execution  Tactical considerations  Production considerations  Pre-production Creative Executions 5-19

19. Copyright © 2012 Pearson Canada Inc. Creative Execution Tactical Considerations:  What is the best or most convincing way to present a product so the consumer will be motivated to purchase it?  Testimonials  Endorsements  Product demonstrations  Product as hero  Product comparisons Continued… 5-20

20. Copyright © 2012 Pearson Canada Inc. Creative Execution (cont.) Production Considerations  Message content and media decisions  Budget available  Mandatory content 5-21

21. Copyright © 2012 Pearson Canada Inc. Creative Evaluation  Does the ad reflect the positioning statement?  Does it mislead or misinterpret the intent of the message?  Is the ad memorable?  Is the brand recognition effective?  Should the ad be researched? 5-22

22. Copyright © 2012 Pearson Canada Inc. Research Techniques Creative Research  Is to measure the impact of a message on a target audience.  Pre-test: evaluated before final production or media placement  Post-test: evaluating during or after its placement 5-24

23. Copyright © 2012 Pearson Canada Inc. Recognition and Recall Testing  Recognition testing  Testing for awareness  Recall testing  Testing for comprehension and impact 5-25

24. Copyright © 2012 Pearson Canada Inc. Common Research Methods Starch Readership test  Noted  Associated  Read most Day- After Recall Testing  Research is conducted the day after an audience has been exposed to the ad for the first time 5-26

25. Copyright © 2012 Pearson Canada Inc. Other Research Methods  Opinion-Measure Testing  Physiological Testing  Inquiry Tests (Split-Run tests)  Controlled Experiments 5-27