Transcript Chapter 10
Chapter 10 Creative Strategy and the Creative Process McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Overview How advertising strategies are translated into creative briefs and message strategies that guide creativity 10-2 Chapter Objectives Discuss the meaning and importance of creativity Tell how to tell great advertising from ordinary Identify members and tasks of the creative team Explain the role and effect of the creative brief Define the four roles people play at stages of the creative process List techniques creatives use to be more productive List principal elements of a creative brief 10-3 What Makes great Advertising? The Creative Team Creative Director Copywriter Art Director Verbal message Nonverbal ad design 10-4 What Makes great Advertising? Audience Resonance Informational Transformational Problem avoidance or removal Use positive reinforcement to offer a reward “Boom” Gets your attention… now! Often fail to resonate with the audience 10-5 What Makes great Advertising? Strategic Relevance Audience Needs, Wants Client Needs “I can’t believe I ate the whole thing” was a flop 10-6 Elements of Advertising Strategy Target Audience Advertising Message Product Concept Communications Media 10-7 Writing the Creative Brief Issues to Consider Who? Elements of the Brief Objective statement Why? What? Where? When? Support statement Tone or brand character statement 10-8 Formulating Strategy Selected advertising appeals 10-9 Message Strategy Verbal Nonverbal Technical I’m late! 10-10 Creativity’s Roles Creativity’s Roles Inform Fact-Based Thinking Persuade Remind vs. “Boom” Value-Based Thinking 10-11 The Creative Process Explorer Insight Objective Brainstorm 10-12 The Creative Process Artist Develop “Big Idea” Implement creative pyramid Concept Transformation Adapt Imagine Reverse Connect Compare Eliminate Parody 10-13 The Creative Pyramids 10-14 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? 10-15 The Creative Process 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 Leo Burnett’s GPC rating scale 10-16 The Creative Process Warrior Be bold Use energy wisely Sharpen your skills Be persistent Examine criticism in advance Savor your victories Overcome obstacles Learn from defeat 10-17 Key Components of Selling Strategic Precision Savvy Psychology Slick Presentation Structural persuasion Solve the problem 10-18