1. 5-1 Copyright © 2009 Pearson Education Canada CHAPTER 5 Creative Planning Essentials

2. 5-2 Copyright © 2009 Pearson Education Canada 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 Continued...

3. 5-3 Copyright © 2009 Pearson Education Canada Learning Objectives (cont.)  Identify and distinguish among creative objectives, strategies and execution  Describe appeal techniques  Identify the various execution techniques used for presenting messages  Explain measurement techniques for evaluating creative

4. 5-4 Copyright © 2009 Pearson Education Canada Advertising Plan Is divided into two distinct yet connected sections  Creative Plan  Devise message  Media Plan  Devise media strategies

5. 5-5 Copyright © 2009 Pearson Education Canada Creative Development Process

6. 5-6 Copyright © 2009 Pearson Education Canada Client Responsibility  Provide enough market, competitor, customer, and product information  Helps develop creative objectives  Limited input of creative strategy statements  Creative evaluation process

7. 5-7 Copyright © 2009 Pearson Education Canada Agency Responsibility  Understand the marketplace  Develop a more precise creative strategy  Creative execution details

8. 5-8 Copyright © 2009 Pearson Education Canada Client- Agency Responsibility

9. 5-9 Copyright © 2009 Pearson Education Canada 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.

10. 5-10 Copyright © 2009 Pearson Education Canada Content of a Creative Brief Market Information  Market profile  Product profile  Competitor profile  Target market profile  Budget Continued…

11. 5-11 Copyright © 2009 Pearson Education Canada Content of a Creative Brief (cont.) Problem Identification  Identification of problem or  Overall communication goal Continued…

12. 5-12 Copyright © 2009 Pearson Education Canada 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

13. 5-13 Copyright © 2009 Pearson Education Canada Content of a Creative Brief (cont.) Advertising Objectives  Awareness  Interest  Preference  Action  New image  New targets Continued…

14. 5-14 Copyright © 2009 Pearson Education Canada 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…

15. 5-15 Copyright © 2009 Pearson Education Canada Content of a Creative Brief (cont.) Creative Strategy  Buying motivation  Tone and style  Theme  Appeal techniques Continued…

16. 5-16 Copyright © 2009 Pearson Education Canada 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

17. 5-17 Copyright © 2009 Pearson Education Canada Website Examples www.levis.com www.dairygoodness.ca www.olympuscanada.com What creative strategies have these firms used on their websites? Through which marketing communications activities and media?

18. 5-18 Copyright © 2009 Pearson Education Canada Content of a Creative Brief (cont.) Creative Execution  Tactical considerations  Production considerations

19. 5-19 Copyright © 2009 Pearson Education Canada 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?  Torture tests  Product as hero  Product comparisons  Testimonials  Endorsements  Product demonstrations Continued….

20. 5-20 Copyright © 2009 Pearson Education Canada Creative Execution (cont.) Production Considerations  Message content and media decisions  Budget available  Mandatory content

21. 5-21 Copyright © 2009 Pearson Education Canada 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?

22. 5-22 Copyright © 2009 Pearson Education Canada 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

23. 5-23 Copyright © 2009 Pearson Education Canada Recognition and Recall Testing Recognition testing  Testing for awareness Recall testing  Testing for comprehension and impact

24. 5-24 Copyright © 2009 Pearson Education Canada 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

25. 5-25 Copyright © 2009 Pearson Education Canada Other Research Methods  Opinion-Measure Testing  Physiological Testing  Inquiry Tests (Split-Run tests)  Controlled Experiments