Transcript Chapter 8

chapter eight
Creative
Strategy and the
Creative
Process
McGraw-Hill/Irwin
Essentials of Contemporary Advertising
Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Objectives_1
 Discuss the meaning and importance of
creativity
 Identify the members of the creative m
and their primary responsibilities
 Tell how to differentiate great
advertising from the ordinary
 Explain the role of the creative strategy
and its principal elements
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Objectives_2
 Explain the purpose of the message
strategy and how it differs from the
creative strategy
 Describe the two basic styles of thinking
 Define the four roles people play at
different stages of the creative process
 List several techniques creatives can
use to enhance their creativity
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The Creative Team
Creative Director
Art Director
Copy Writer
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What Makes Advertising Great?
Audience Resonance
Strategic Relevance
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Strategy
 Advertising strategy describes a means to
achieve advertising objectives through
creative executions and media plans
 Creative strategy guides those responsible
for creating advertising
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Creative brief
Work plan
Copy strategy
Copy platform
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Elements of the Creative
Strategy
Problem
Objectives
Benefits
Special
Requirements
Target
Support
Brand’s
Personality
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Elements of the
Message Strategy
Verbal
Nonverbal
Technical
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How Does Creativity Help
Advertising?
Creativity helps advertising to
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Inform
Persuade
Remind
Impact
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Creativity Affects Advertising
Impact
The tagline in this ad, “If you have a lot to explain,
we have the best phone rates,” makes an impact
that enhances the ad’s effectiveness.
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Styles of Thinking
Factbased
Valuebased
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Roles Creatives Play in the
Process
The Explorer
The Warrior
The Artist
The Judge
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The Explorer Role
 Examine existing information
 Review marketing and advertising plans
 Study the market, product, and
competition
 Develop insight
– Research
– Brainstorming
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The Artist Role
 Develop the BIG Idea
– Visualization/ conceptualization
– Transform or incubate the concept
 Implement the BIG Idea
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Concept Transformation
Techniques
Adapt
Imagine
Reverse
Connect
Parody
Compare
Eliminate
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Exhibit 8-1
The advertising pyramid reflects how people learn new
information. The creative pyramid translates
advertising objectives into copywriting objectives.
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The Judge Role
 Evaluate the practicality of the ideas
 Decide whether to implement, modify, or
discard ideas
 Be self-critical
 Avoid stifling artists’s imagination
 Assess risk involved with idea
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The Warrior Role
 Carries the concept into action
 May require battles win approval for the
concept
 Help the account managers sell the
campaign to the client
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5 Components of Selling Power
Strategic Precision
Savvy Psychology
Slick Presentation
Structural Persuasion
Solve the Problem
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Key Terms_1
 Advertising objective
 Advertising
message
 Art
 Art direction
 Artist role
 Benefit statement
 Big idea
 Brainstorming
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Brand personality
Conceptualization
Copy platform
Copy strategy
Copywriter
Creative brief
Creative director
Creative process
Creative pyramid 8-20
Key Terms_2
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Creatives
Creative strategy
Creativity
Explorer role
Fact-based thinking
Informational
Judge role
Mandatories
Message strategy
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Problem
Special requirements
Support statement
Target audience
Transformational
Value-based thinking
Visualization
Warrior role
Work plan
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