Advertising Creative

Chapter seven









Introduction



What is the importance of Creative
Advertising?
It provides the greatest impact on sales.
To have a Creative advertising we must spend:
More time on developing
More Energy

The power of creative message
Never underestimate the power of the creative massage
For example:
Ortega Tacos, they had two potential messages.
First they describe the product.
Second they told about the product that it is Fun to Make.
Fun to Eat
The Second is more effective, memorable, and persuasive
since the creative message allowed more people to relate
easily to the product.
Definition of a creative advertising
It is the advertising that is different from other
advertising.
It is innovative and fresh. It is an application of
something that is common in an uncommon
way.




There are three primary reasons why
so much time is spent on the creative
side of advertising:



1. Sales Generator
2. Career Advancement
3. It is Fun
Sales Generator
To sell to your target group you must:
-Have their attention
-Present an effective sales message
Advertising is not judged to be creative just because it is different;
It must:
- Address a business reason for being; it is called strategy
Career Advancement
As much as being creative as much as
they win awards.
It is Fun
Clients spend more time with the advertising
creative product because it is one of the best
ways to increase sales.

Creative process is the heart of advertising
and is probably the most fun you will have
working in business-advertising or any other
business .For the matter.
Creative Development
We must understand where the creative development fits into
the scheme of advertising development.
Stages of Creative Development:
- Understand your target audience
- Understand your Motivation
- Differentiate your Brand
- Write a creative Platform
- Concept Development
- Advertising Execution
Understand your target
audience

Where they live, When they Buy and all
about Situation Analysis
Understand your Motivation
Isolate the factors that motivate purchase
behavior, and when it is unique about your
brand

The relation between these two pieces of
information will likely be the basis for our
strategic directions.
Differentiate your Brand
Take place either strategically or exceptionally
Write a creative Platform
Variety of names are for creative Platform
Some call it:
-The creative work plan
Others call it simply
Building a Communication Strategy
Creative Brief
It is used by account planners to combine strategy with
other background materials to brief the creative's .
Concept Development
Here we develop our selling premise
This premise will contain a campaign line
The unique combination of motivating factors and
brand uniqueness can be combined into a
proposition.

Spending more time in advertising recognize that there are many
accepted labels for the stages of the process, strategies, concepts,
ideas, selling ideas prepositions and even the element of advertising
itself.
You may run across some of this with other labels
Advertising Execution
It is the advertising itself. Tactics
In the case of advertising campaigns class, this would likely
take the form of copy and layout, storyboards and scripts.
A. TARGET AUDIENCE
The Most Likely Candidate.
It is an outline of who is the most likely candidate
to be motivated to do something as a result of
the advertising.
It is stated in demographic terms, but
psychographics and usage-related descriptions
are also appropriate.
Marketing Strategy/people
Care should be taken to make certain that the same group of
people is being addressed, it need not be identical wording.
Objective
To Establish is what you want the advertising to do.
The language should be exactly the same as the
language found in the marketing strategy for
advertising creative.
C. Strategy
To convince
This is how we want the advertising specifically to
accomplish the objective above

There are many formats:
- To convince:.
- To buy:
- Instead of:..
- Because:.







This format is developed by Wells
Rich Green

it forces to address competition
since every brand sold must compete
with others
D. Support
Support is a reason to believe the strategy
Can be either : -research that supports the strategy
- advertising reason why
A helpful concept for developing support is Source Credibility
Public relations and source credibility
Make the advertising more credible
E. Considerations
It is also known as Mandatories
Sometimes it include all the client dictates.
It can also include legal requirements.
F. Tone
The way that you say it.
It may be a statement or just a couple of words
that is a best way to speak to the target audience
Can also be a complete Brand Character
statement
However the shorter format of a couple of
words is preferable.
It should get to the point.
G. Rationale
Reinforce your recommendation
We explain the decision-making process.
No right or wrong answers in planning only better
ways to support what you want to do.
YOUR GOAL
Proving that the creative platform you are
recommending is a clear delineation of the
creative objective which is the marketing
strategy.
H. Tactics
Tactics = Creative Execution
You may include few items that are common to all the
advertising in the planning document
If there is something that is tactically different from what has
been used before (new spokesperson), it goes here if the change
is only tactical not strategic.