1. Chapter Eight Creating Ads: Strategy and Process
Arens|Schaefer|Weigold
Chapter Eight Creating Ads: Strategy and Process
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2. Learning Objectives
Identify the members of the creative team and their primary responsibilities
Describe the characteristics of great advertising
Explain the role of the creative strategy and its principal elements

3. Learning Objectives Show how advertising enhances creativity
Define the four roles people play at different stages of the creative process

4. The Creative Team Copywriter
Creates the words and concepts for ads and commercials
Copywriter
Determines how the ads verbal and visual symbols will fit together
Art director
Head of the creative team of copywriters and artists
Responsible for the form the final ad takes
Creative director

5. Dimensions of Great Advertising
Audience resonance - Surprise element that gets the audiences’ attention and imagination
Informational ads
Transformational ads
Strategic relevance - Ad should be in alignment with the sponsor’s strategy

6. Creative Strategy
Guides the creative team in writing and producing an ad
Elements
Problem the advertising must solve
Advertising objective and definition of the target audience
Benefits to communicate
Support for the benefits
Brand personality and special requirements

7. Message Strategy
Helps media planners determine how messages will be delivered to consumers
Components
Verbal
Nonverbal
Technical
Mandatories: Specific requirements for every ad, such as addresses, logos, and slogans

8. Creativity
Combining two or more previously unconnected objects or ideas into something new
Role in advertising
Informs
Persuades
Reminds
Helps with the boom factor

9. Fact-Based vs. Value-Based Thinking
Fact-based thinking
Fragments concepts for analysis
Analyzes situations to discover one discover one best solution
Produces straight-forward layouts, fact-based appeals, and lots of data
Value-based thinking
Decisions are based on intuitions, values, and ethical judgments
Produces ads that are metaphorical, subtle, soft or intuitive

10. Roles of Art Director and the Copywriter in the Creative Process
Searches for new information and unusual patterns
Explorer
Experiments with a variety of approaches looking for an original idea
Artist
Evaluates the results of experiments to find the most practical approach
Judge
Overcomes obstacles to bring a creative concept to realization
Warrior

11. Exhibit 8.2 - The Advertising Pyramid and the Creative Pyramid