Transcript Creative Plan

Creative Objectives
and Strategy
• Determine the specific claim that
will be used in advertising copy
• Consider various advertising
executions
• Develop the copy and production
of advertising
Creative Plan
•
•
•
•
•
•
•
•
Key observation
Communication objective
Audience definition
Competition
Promise
Support
Message design
Mandatories
Key Observation
• Also known as key fact
• The most important market/consumer
factor that dictates the strategy
Communication Objective
• The primary goal the advertising
communication aims to achieve
• The problem the advertising must solve
Audience definition
• Primary, secondary, tertiary audience
– Demographics and psychographics
Competition
• Principal competitors
• Threats from them, if any
Key Promise
• The Central Selling Point or the Unique
Selling Proposition
• What the product promises the consumer
Support/Reason why
• Provides the reason for why the promise
is true
Message design
• Use of Appeals
– Ethical
– Logical
– Emotional
Mandatories
• Items used as compulsory constraints
–
–
–
–
Specific legal requirement
Corporate policy
Specific logo
Etc.