Transcript Segmentation, Targeting & Positioning

Creative Strategy and the
Creative Process
Lecture 9
Authors and Encoding
• In Marketing Communication, the process of “encoding” was
discussed. That is, the conversion of concepts into symbols.
• This is the responsibility of the “Creative Team”.
• The team’s copywriter develops the VERBAL message.
• The copywriter works with the Art Director who is responsible for the
NON-VERBAL message.
• Together they work under the supervision of the Creative Director
who is responsible entirely for the ad.
• As a group, they are referred to as “CREATIVES”.
What makes these ads “great?”
What makes these ads “great?”
What makes these ads “great?”
What makes these ads “great?”
Dimensions relating to “greatness”
TWO main dimensions:
1. The Resonance Dimension: Echo,
reverberate or vibrate. It may echo
in the audience’s ears or it my
reverberate and give them good
vibes. This is owed to the BOOM
factor. The BOOM factor is meant
to grab your attention in the first
glance.
Dimensions relating to “greatness”
2. The Relevance Dimension: this
relates to strategic relevance. E.g.,
ads for Vaseline are intended for
softer skin. Therefore, the ad must
be relevant to the core strategy or
what may be the competitive
advantage for that product.
Writing the Creative Strategy
Consists of the following elements:
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The problem that must be addressed.
The objective for advertising.
Define target audience.
The key benefits to communicate.
Support for those benefits.
The brand’s personality.
Any special requirements.
Elements of Message Strategy
Consists of THREE major components:
1. Verbal: guidelines for what the advertisement
should say; considerations that affect the
choice of words.
2. Nonverbal: overall nature of the ad’s graphics
or any visuals that are used.
3. Technical: preferred execution approach and
mechanical outcome, including budget an
scheduling limitations.
Role of Creativity in Advertising
• Creativity helps to inform. E.g., “Fly the
friendly skies”.
• Creativity helps in persuading. E.g., the
Energizer bunny— “keeps going and going
and going”.
• Creativity helps advertising remind. E.g.,
Nike logo sometimes used in place of the
name itself.
• Creativity puts the “boom” in advertising.
The Creative Process
FOUR distinct roles:
1. The Explorer: searches for new information,
paying attention to unusual patterns. The
explorer also brainstorms: in which two or
more people get together to generate new
ideas.
2. The Artist: must accomplish two roles:
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Develop the BIG idea: needs to conceptualize and bring
the idea to life.
Implement the BIG idea: by graphically enhancing the idea
and creating a “mood”.
The Creative Process
3. The Judge: this is when the creatives
evaluate the practicality of their big ideas
and whether to implement, modify or
discard them.
The Creative Process
4. The Warrior: carries the concept into action. This means
getting the idea approved, produced and placed in the
media. Part of the Warrior’s strategy may be to help
account managers present the campaign. Five key
components to SELL idea:
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Strategic Precision: selling idea is strategy based.
Savvy psychology: should be receiver driven and meet
needs.
– Slick Presentation: must use visuals and emotional
appeals.
– Structural Persuasion: the presentation should be well
structured since most clients relate well to organized
thinking.
– Solve the problem: solve the client’s key problem and
you will sell with style.