Creative Strategy:

1
Chapter 8

• Creative Strategy
• Planning and Development

2
Young's Creative Process

• Immersion
• Gathering information to get background
• Digestion
• Ruminating on the data, turning it around in the
  mind
• Incubation
• Setting the problem aside for a time
• Illumination
• Seeing a potential solution (sudden inspiration)
• Verification
• Evaluating, refining, and developing the idea

3
Inputs to the Creative Process
Reading and analysis
Working with the client
CREATIVE PROCESS
Listening to others
Trying the product
Asking Questions
Product research
4
Means-End Chain Analysis

• Link attributes to consequences to values
• Attributes product / service features
• Consequences benefits from consuming
• Values end-states people value in life
• Technique Laddering
• Why is that important to you?

5
Means-End Chain Example
BRAND
ATTRIBUTES
CONSEQUENCES
VALUES
Rich and creamy
Pleasure (Enjoy life)
Tastes terrific
Ben Jerrys ice cream
Purchase benefits important groups
Self-respect and social harmony
Socially responsible
6
10 Universal Values

• Self-direction
• Stimulation
• Hedonism
• Achievement
• Power
• Security
• Conformity
• Tradition
• Benevolence
• Universalism

7
Copy Platform Outline

• 1. Basic problem or issue the advertising must
  address
• 2. Advertising and communications objectives
• 3. Target audience
• 4. Major selling idea or key benefits to
  communicate
• 5. Creative strategy statement (campaign theme,
  appeal, execution technique)
• 6. Supporting information and requirements

8
Finding a Major Selling Idea

• Using a unique selling proposition (benefit)
• Creating a brand image
• Finding the inherent drama
• Positioning