Transcript Document
Chapter 10 Creative Strategy and the Creative Process William F. Arens McGraw-Hill/Irwin Michael F. Weigold Christian Arens Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Overview How IMC strategies are translated into creative briefs and message strategies that guide creativity 10-2 Chapter Objectives Discuss the attributes of creativity Describe how creative strategy is developed and used Elaborate on ways that creativity enhances advertising Explain the role that agency talent plays in the creative process 10-3 The Creatives The Creative Team Creative Director Copywriter Art Director Verbal message Nonverbal ad design 10-4 What Makes for Great Creative? Audience Impact “BOOM” Gets your attention… now! Informational Transformational Problem relief Positive reinforcement to offer a reward Often lack big idea or fail in execution 10-5 What Makes for Great Creative? Strategic Relevance An ad may be entertaining but if it isn’t relevant to the advertising strategy, it WILL fail. 10-6 Q. 1. What are the two dimensions on which advertisements are measured? Dimensions Resonance Relevance 10-8 Q. 2. What are the components of an advertising strategy? Elements of Advertising Strategy Target Audience Advertising Message Product Concept Communications Media 10-10 Elements of Advertising Strategy as Interpreted by Target Target Audience Value conscious adults, 25-49, families 18-25 key influencials Product Concept “Cheap chic” IMC Message Communications Media TV and newspapers Some outdoor, radio, digital media 10-11 Writing the Creative Brief Issues to Consider Who? Why? What? Where? When? What Style? Approach? Tone? What will the copy say? 10-12 Rational and Emotional Appeals 10-13 Writing the Creative Brief Brief Elements Objective statement Support statement Tone or brand character statement 10-14 Q. 3. What are the three components of a message strategy? Message Strategy Verbal Nonverbal Technical I’m late! 10-16 Message Strategy Verbal I’m late! Nonverbal Technical Looks at watch Camera crew films 10-17 Message Strategy Color and logo nonverbals make this Target ad instantly recognizable 10-18 Creativity Creativity— combining two or more previously unconnected objects or ideas into something new 10-19 Q. 4. How does creativity help advertising? Creativity’s Roles Inform Fact-Based Thinking Persuade Remind vs. “Boom” Value-Based Thinking 10-21 Creativity’s Roles Creativity’s Roles Inform Fact-Based vs. Thinking Persuade Remind “Boom” Value-Based Thinking 10-22 Understanding Creative Thinking Thinking Styles Thinking Categories Hard Fact based Soft Value based 10-23 Q. 5. What are the steps in the creative process? The Creative Process Explorer Insight Outlook Know Objective Brainstorm 10-25 The Creative Process Artist Transform the concept Adapt Reverse Compare Parody Imagine Connect Eliminate 10-26 The Creative Pyramids 10-27 The Creative Process Judge Is this idea an ah! or an uh-oh? What’s wrong and right with this idea? What if it fails? Is it worth the risk? What is my cultural bias? What’s clouding my thinking? 10-28 The Creative Process Leo Burnett’s GPC Rating Scale 10 World class 9 New standard in advertising 8 New standard in product category 7 Excellence in craft 6 Fresh idea(s) 5 Innovative strategy 4 Cliché 3 Not competitive 2 Destructive 1 Appalling 10-29 The Creative Process Warrior Strategic precision Savvy psychology Polished presentation Structural precision Solve the problem 10-30