1. Creative Strategy: Planning and Development
Chapter 8
Creative Strategy:
Planning and Development

2. Chapter 8 – Learning Objectives
Understand the difference between creative strategy and tactics
Identify the components of a copy platform
Identify the major selling ideas used as the basis for ad campaigns

3. Creative Strategy vs. Tactics
Determines what the advertising message will say or communicate
Creative Tactics
Outlines how the the message strategy will be executed

4. Copy Platform 1 Basic problem or issue.
2 Advertising and communications objectives.
Target audience.
4 Major selling idea or key benefits to communicate.
5 Creative strategy statement.
6 Supporting information and requirements.

5. Major Selling Ideas Using a unique selling position
Creating a brand image
Finding the inherent drama
Positioning