Creative Strategy:

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Chapter 8

• Creative Strategy
• Planning and Development

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What is Creativity?

• "Every act of creation is first of all an act of
  destruction".Pablo Picasso
• "Imagination is more important than
  knowledge."Albert Einstein

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What is Creativity?

• Definition Characterized by originality and
  expressiveness, imaginative.
• Anyone can have creativity because creativity is
  simply thinking in a new direction. Come up with
  as many different solutions to a problem as you
  can. Consider combinations and connections that
  have not been tried before. Regardless of the way
  something has been done in the past, think of how
  you could do a job more quickly or efficiently
  than ever before.
• Creativity generally refers to the initial spark
  of ideas, and theres no such thing as a bad idea
  when youre thinking creatively. Later, you can
  move on to discriminate between ideas and to
  practically think about implementing a chosen
  idea. At this point, you move into the field of
  innovation, which is the implementation a new
  idea. Coming up with the new idea, though,
  belongs to the realm of creativity.

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Young's Creative Process

• Immersion
• Getting raw material or data, immersing one's
  self in the problem to get background.
• Digestion
• Ruminating on the data acquired, turning it this
  way and that in the mind.
• Incubation
• Ceasing analysis and putting the problem out of
  conscious mind for a time.
• Illumination
• Often a sudden inspiration or intuitive
  revelation about a potential solution.
• Verification
• Studying the idea, evaluating it, and developing
  it for practical usefulness.

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Wallas's Creative Process

• Preparation
• Gathering information
• Incubation
• Setting problem aside
• Illumination
• Seeing the solution
• Verification
• Refining the idea

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Inputs to the Creative Process
Reading and analysis
Working with the client
CREATIVE PROCESS
Listening to others
Trying the product
Asking Questions
Product research
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Bypassing the process

• Spot Runner
• A Los Angeles-based start-up launched a service
  that allows companies to create television ad
  campaigns over the Internet for as little as 500
  and as quickly as within one week. Spot Runner
  lets advertisers select a generic commercial from
  its library, personalize the ads and target
  customers by demographics, networks and
  neighborhoods.
• Advertisers can buy air time on major networks,
  including local broadcast and cable channels like
  CNN and ESPN.

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Successful Long-Run Campaigns

• Nike
• Just do it
• Allstate Insurance
• Youre in good hands with Allstate
• Hallmark cards
• When you care enough to send the very best
• De Beers
• A diamond is forever
• Intel
• Intel inside
• State Farm Insurance
• Like a good neighbor, State Farm is there
• Timex watches
• It takes a licking and keeps on ticking
• Dial soap
• Arent you glad you use Dial?

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Means of Finding MajorSelling Ideas

• Using a unique selling proposition

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Unique Selling Proposition

• Each advertisement makes a proposition to the
  customer
• It must be one the competition cannot or does not
  offer
• It must be strong enough to pull over new
  customers to the brand

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The Unique Selling Proposition

• Benefit
• Buy this produce and you'll benefit this way or
  enjoy this reward.
• Unique
• Must be unique to this brand or claim something
  rivals can't or don't offer.
• Potent
• The promise must be strong enough or attractive
  enough to move people.

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Means of Finding MajorSelling Ideas

• Using a unique selling proposition
• Creating a brand image

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Creating a brand imagefirst ad in 1980
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Means of Finding MajorSelling Ideas

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

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Means of Finding MajorSelling Ideas

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

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A PG Detergent for Every Need
Brand Tide Cheer Bold Gain Era Dash Oxydol Solo Dr
eft Ivory Ariel
Positioning Tough, powerful cleaner Tough cleaner
and color protection Detergent plus fabric
softener Sunshine scent and odor-removing Stain
pretreatment and removal Value brand Bleach-booste
d, whitening formula Detergent plus fabric
softener liquid For baby clothes, safe for tender
skin Fabric and skin safety, fine washables Tough
cleaner, aimed at Hispanics
Share 31.1 8.2 2.9 2.6 2.2 1.8 1.4 1.2 1.0
0.7 0.1
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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.