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
8-2

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
8-3

The Creative Team

Creative Director

Art Director

Copy Writer

8-4

What Makes Advertising Great?

Audience Resonance

Strategic Relevance

8-5

Strategy
Advertising strategy describes a means to achieve advertising objectives through creative executions and media plans Creative strategy guides those responsible for creating advertising
Creative brief Work plan Copy strategy Copy platform
8-6

Elements of the Creative Strategy

Problem Objectives Target

Benefits

Support

Special Requirements

Brands Personality
8-7

Elements of the Message Strategy

Verbal

Nonverbal

Technical

8-8

How Does Creativity Help Advertising?

Creativity helps advertising to

Inform Persuade Remind Impact
8-9

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 ads effectiveness.
8-10

Styles of Thinking

Factbased

Valuebased

8-11

Roles Creatives Play in the Process

The Explorer The Warrior

The Artist

The Judge
8-12

The Explorer Role

Examine existing information Review marketing and advertising plans Study the market, product, and competition Develop insight
Research Brainstorming
8-13

The Artist Role

Develop the BIG Idea
Visualization/ conceptualization Transform or incubate the concept

Implement the BIG Idea

8-14

Concept Transformation Techniques

Adapt Reverse Imagine Connect

Parody Eliminate

Compare

8-15

Exhibit 8-1

The advertising pyramid reflects how people learn new information. The creative pyramid translates advertising objectives into copywriting objectives.
8-16

The Judge Role

Evaluate the practicality of the ideas Decide whether to implement, modify, or discard ideas Be self-critical Avoid stifling artistss imagination Assess risk involved with idea

8-17

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

8-18

5 Components of Selling Power

Strategic Precision
Savvy Psychology Slick Presentation Structural Persuasion Solve the Problem
8-19

Key Terms_1
Advertising objective Advertising message Art Art direction Artist role Benefit statement Big idea Brainstorming Brand personality Conceptualization Copy platform Copy strategy Copywriter Creative brief Creative director Creative process Creative pyramid 8-20

Key Terms_2
Creatives Creative strategy Creativity Explorer role Fact-based thinking Informational Judge role Mandatories Message strategy Problem Special requirements Support statement Target audience Transformational Value-based thinking Visualization Warrior role Work plan 8-21