Creative Strategy:

1
Chapter 8

• Creative Strategy
• Planning and Development

2
The Ongoing Battle in Advertising

• Ads should
• Many award-winning ads were cancelled due to
  ______________________.
• Before you can be _______, you have to be
  _______.

3
Roles of Advertising

• _________, motivate, fascinate, irritate
• Create _________________
• Create/shape ________________

4
Creativity in Advertising

• Creative Strategy determining ______ the
  advertising message will say or communicate
• Creative Tactic dealing with _______ the
  message will be executed

5
Creative versus Effective Advertising

• What is creativity?
• _________________ advertising is creative only
  if it sells the product
• ________ creative advertising must be novel,
  original, and unique
• Regardless, ad creativity must have some
  relevance __________________.

6
Planning Creative Strategy

• The Creative Challenge
• Must develop an effective way to ___________ to
  the target audience
• But every marketing situation is _________ and
  requires a _______________
• Taking Creative Risks
• Ad agencies argue for ___________________
• Companies not always ____________ with this

7
Young's Creative Process

• Immersion
• _________________________, immersing one's self
  in the problem _________________.
• Digestion
• ______________________________, turning it this
  way and that in the mind.
• Incubation
• Ceasing analysis and _____________________________
  ____________ for a time.
• Illumination
• Often a ________________________________ about a
  potential solution.
• Verification
• __________ the idea, __________ it, and
  _____________ it for practical usefulness.

8
Wallas' Creative Process

• Preparation
• Incubation
• Illumination
• Verification

9
Inputs to the Creative Process
CREATIVE PROCESS
Account planning
10
Incubation Illumination

• Incubation
• If you do, this is _________!!!
• Illumination
• The _________ goes on!!!
• Sometimes, just ________________
• The key is often just to _______

11
Verification and Revision of Ideas

• Objective
• _______ ideas generated
• ______ inappropriate ideas
• ______ remaining ideas
• Give them ______________
• Techniques used
• Directed ______________
• __________ communication studies
• _______________ profiles

12
Developing Creative Strategy

• Start w/assessment of
• Terms
• Copy Platform
• Advertising Campaigns
• Major Selling Idea

13
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.

14
Successful Long-Run Campaigns

• Just do it
• Youre in good hands with _______
• When you care enough to send the very best
• A diamond is forever
• _____ inside
• Like a good neighbor
• It takes a licking and keeps on ticking
• Arent you glad you use ___?

15
Means of Finding MajorSelling Ideas

• Using a unique selling position
• Creating a brand image
• Finding the inherent drama
• Positioning

16
Unique Selling Proposition

• Each advertisement make a ________________________
  __
• It must be one the competition ___________________
  _______

17
The Unique Selling Proposition

• Benefit
• Unique
• Potent

18
Creating a Brand Image

• David Ogilvys Approach
• Brand image or personality is particularly
  important when _______________
• Every ad must contribute to the _________________
  that is the brand image

19
Creating a Brand Image

• Leo Burnetts Approach
• Find the inherent drama or characteristic of the
  product that _____________________
• Hard to find but it is ____________ once found
  it is the ________________________

20
Positioning

• Strategy often used w/ ___________________________
  __
• _______________ from competition through
  ______________