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"Creative Strategy, Planning and development"
Transcript of "Creative Strategy, Planning and development"
Communicating information is its fundamental role. But it goes beyond… Achieve Solve Satisfy From the Marketers perspective, it is a way to tell the consumer how Desires Goals Problems Advertisements on commercials appeal to and often create or shape consumer’s Ads Create images or associations and position a brand in the consumer’s minds
Transform the experience of buying and/or using a product or service Ads can also be used to Someone who has never driven or even ridden in a BMW perceive it as the ultimate driving machine Creative strategy determines what the advertising message will communicate and
Creative tactics determine how the message strategy will be executed. Advertising Message Meaning of creativity
Creativity and its role in advertising
The creative strategy development process
Some approaches to determining “the big idea” Agenda It represents a good investment for companies; the cost can exceed 1 million
Excellent products & creative advertising are important part of marketing success
Good creative strategy & execution are determinant of the products success
Creative ad does not necessarily mean increase in sales – Example Nissan ad 90’s The importance of creativity in advertising Finding the balance between effectiveness and creativity is so hard Some marketers argue that agency creative people are more concerned with winning awards
Many other marketing personnel (those on the client side) believe an ad must ultimately lead the consumer to purchase the product or service Balance between creative and effective advertising Advertising creativity Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems
Creative advert is the one that is built around a creative core or power idea and uses excellent design and execution to communicate information that interests the target audience (D’Arcy, Masius Benton & Bowles agency) MEMORABLE
ADS THE CREATIVE CHALLENGE Research Creative
Statements Inputs (cc) image by nuonsolarteam on Flickr Communic.
Layout Ilustrations Produce
Message “Very few clients realice that the reason that their work s so bad is that they are the ones who commandeered it and directed it to be that way. I think that at least 50 percent of an agency´s succesful work resides in the client.”
- Tom Tragos FEEL UNCONFORTABLE IF THE ADVERTISING IS TOO DIFFERENT FOLLOW CREATIVE FORMULAS TO FEEL SAFE TAKING CREATIVE RISKS Agency CLient DOES IT SELL? “IF IT DOESN´T SELL, IT´S NOT CREATIVE” “IF IT DOESN´T SELL, IT´S NOT CREATIVE” HARD-SELL
ADVERTISING “IF IT DOESN´T SELL, IT´S NOT CREATIVE” 3. INCUBATION- putting the problems out of your conscious mind and turning the information over to the subconscious to do the work.
4. ILLUMINATION- the birth of an idea – the “Eureka! I have it!” phenomenon.
5. REALITY OR VERIFICATION- studying is the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness. CREATIVE PROCESS 1.IMMERSION- gathering raw material and information through background research and immersing yourself in the problem
2. DIGESTION- taking the information, working it over, and wrestling with it in the mind. 1. PREPARATION- gathering background information needed to solve the problem through research and study.
2. INCUBATION- getting away and letting ideas develop.
3. ILLUMINATION- seeing the light or solution.
4. VERIFICATION- refining and polishing the idea and seeing if it is an appropiate solution. FOUR STEP APPROACH BY GRAHAMWALLAS B (cc) image by anemoneprojectors on Flickr - 8 to 12 people
interacting with one and other and discussing their thoughts and feelings.
Evaluates consumer opinions and reactions. DOES FOCUS GROUP RESEARCH STIFLE ADVERTISING CREATIVITY? F O C U S GROUP
It is a research techniques. Gladweells argument that the unique insight that drive innovation and great advertising campaigns are not gained through traditional market research techniques such as consumer surveys and focus groups. Message communication studies STORYBROAD AND ANIMIC FORM PORTAFOLIO TEST DIRECTED FOCUS GROUP Verification/Revision—The purpose of the verification/revision stage of the creative process is to evaluate ideas that come from the illumination stage, reject any that may be inappropriate, and refine those that remain and help give them final expression. Some of the techniques used at this stage include: ADVERTISING CAMPAIGNS: It is a set of interrelated and coorfinated marketing communication activities that center of a single theme or idea . CREATIVE STRATEGY DEVELOPMENT
Are specific goals and objectives and requires the development of a creative strategy or plan of action for achieving the goal
A copy platform provides a plan or checklist that is useful in guiding the development of an marketing communication message or campaign COPY PLATFORM Yarelli Abigail Mora Muñoz A. Jerome Jeweler Search for the Major Selling Idea Seeking the Major Idea Search for the Major Selling Idea Rosser Reeves Charactersitics:
Each advertisment must make a proposition to the consumer – “Buy this product and you will get this benefit”
The proposition must be one that the competition either cannot or does not offer. It must be unique.
The proposition must be strong enough to move the mass millions. Unique Selling Proposition (USP)
gives a proposition
that the product it
promotes has more
uses than what a
typical product has. Unique Selling Proposition (USP) 12 % Competitors cannot easily copy Sustainable Competitive Advantage Commercials are not limited to the traditional 30 or 15 second spots.
There are very few rules of restrictions for online advertising because networks cannot censor what is shown or said.
Online adds provide consumers with the opportunity to interact with or even create the message. Many Creative Campaigns are now Online Many Creative Campaigns are now Online Team Members :
-Yarelli Mora The greater the similarity between brands, the less part reason plays brand selection. The manufacturer who dedicates his advertising to building the most defined personality will get the larges share of the market.
The key to successful image
advertising is developing
an image that will appeal
to product users.
Brand image it’s the concept
that the customer has of the
brand. Creating a Brand Image Another approach to determining a major selling idea is inherent drama or characteristics of the product that makes customers purchase it.
Its based on the foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits. Finding the Inherent Drama Positing the product of service in a particular place in the customers' mind.
Crest has been built and maintained based on the position of cavity prevention. Positioning Aside from UPS, brand image, inherent drama and positioning, there are many other creative approaches available.
Goodby and Silverstein: “Advertising works best when it sneaks into people’s lives, when it doesn’t look or feel like advertising”
The challenge is to find a major a major selling idea and use it as a guide in developing an effective creative strategy. Contemporary Approaches to the Big Idea Thank you!!!