Chapter 8 Creative Strategy Planning & Development PDF

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Chapter 8: Creative Strategy: Planning & Developme Wednesday, October 2, 2019

12:08 PM

Importance of Creativity in Advertising • Opposing perspectives on advertising creativity ○ Managers' perspective § Advertising is creative only if it sells the product § Ads are promotional tools used to communicate favorable impressions to the marketplace ○ Creative people's perspective § Creativity of an ad is in its artistic value and originality § Ads are communication vehicles for promoting their own aesthetic viewpoints and personal career objectives • Advertising creativity: ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems • Determinants of creativity ○ Ad divergence: extent to which an ad contains elements that are novel, different, or unusual § Achieved through - originality, flexibility, elaboration, synthesis, artistic value ○ Relevance: degree to which the elements of an ad are meaningful, useful, or valuable to the consumer § Achieved through □ Ad-to-consumer relevance, ad contains execution elements that are meaningful to consumers □ Brand-to-consumer relevance, advertised brand of a product or service is of personal interest to consumers • Planning Creative Strategy ○ The creative challenge § Every marketing situation is different and each campaign or advertisement requires a different creative approach ○ Taking creative risks § Essential for creating breakthrough advertisements that

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get noticed Creative vs Hard-Sell Advertising ○ Rationalists § Advertising must sell the product or service ○ Poets § Advertising must build an emotional bond between consumers and brands or companies Facilitating the creative process ○ Background research § Fact findings technique □ Read everything related to the product or market □ Ask everyone involved with the product for information □ Listen to what people are talking about, particularly the client □ Use the product or service and become familiar with it □ Learn about the client's business § Product to service specific □ Problem detection: asking consumers familiar with a product to list all the aspects they do not like provides ® Input for production improvements or new product development ® Ideas regarding which features to emphasize ® Guidelines for positioning brands □ Psychographic studies ® Construct detailed lifestyle profiles of consumers □ Branding research ® Helps gain better insight into consumers and develop more effective campaign Creative strategy development ○ Creative brief § Basic problem or issue that advertising must address § Advertising and communications objectives § Target audience § Major selling idea or key benefits to communicate

Creative strategy statement (campaign theme, appeal, and execution technique to be used) § Supporting information and requirements Advertising campaigns § Campaign theme: the central message that will be communicated in all of the various IMC activities The search for the major selling idea - BIG IDEA § Strongest singular thing a company can say about its product or service § Has the broadcast and most meaningful appeal to the target audience § Important in business-to-business advertising § Must be adaptable and able to connect §

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