CREATIVE STRATEGY

1
CHAPTER 12

• CREATIVE STRATEGY

2
WHAT IS CREATIVE ADVERTISING

• ADVERTISING SHOULD MAKE A RELEVENT CONNECTION
  WITH ITS AUDIENCE AND PRESENT A SELLING IDEA IN
  AN UNEXPECTED WAY

3
CHARATERISTICS OF CREATIVE CONCEPT

• FOCUS-SINGLE IDEA NARROWLY FOCUSSED
• UNIQUENESS
• GENERATIVENESS-DEVELOPMENT INTO A CAMPAIGN
• TRUTH/HONESTY
• STRATEGIC RELEVANCE

4
FUNDAMENTALS OF CREATIVE ADVERTISING

• RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT
  TIME
• ORIGINAL- FRESH, UNEXPECTED,UNUSUAL
• CREATIVE LEAP- THE BIG IDEA-BOOM FACTOR

5
ROLE OF CREATIVITY IN ADVERTISING

• STRATEGIC CREATIVITY-RESONANCE AND RELEVENCE
  DIMENSION
• HELPS ADVERTISING INFORM,REMIND AND PERSUADE
• INFORMATIONAL(NEGATIVELY ORIENTED)
• TRANSFORMATIONAL(POSITIVELY ORIENTED)
• ATTRACTS ATTENTION AND STIMULATES INTEREST

6
CREATIVE TEAM

• RESPONSIBLE FOR ENCODING PLANNED MESSAGES
• COPY WRITER- VERBAL MESSAGE
• ART DIRECTOR - NON VERBAL MESSAGE
• CREATIVE DIRECTOR- ULTIMATELY RESPONSIBLE

7
CREATIVE MIX

• TARGET AUDIENCE
• PRODUCT CONCEPT
• ADVERTISING MESSAGE
• COMMUNICATIONS MEDIA

8
CREATIVE BRIEF (COPY PLATFORM)

• GUIDE LINE FOR WRITING AND PRODUCING A CREATIVE
  CONCEPT
• WHO IS THE PROSPECT
• WHAT ARE THEY BUYING?
• USE OF RATIONAL OR EMOTIONAL APPEALS
• WHEN AND WHERE THE MESSAGE TO BE COMMUNICATED

9

• WHAT STYLE,APPROACH OR TONE WILL THE CAMPAIGN USE
• IDENTIFIES BENEFITS TO CUSTOMER NOT EXECUTION
• CREATIVE TEAM DETERMINES HOW TO PRESENT IT

10
COMPONENT OF CREATIVE BRIEF(PG MODEL)

• OBJECTIVE COMPONENT - WHAT IT IS SUPPOSED TO
  ACCOMPLISH
• SUPPORT STATEMENT- EVIDENCE TO BACK UP PRODUCT
  CLAIMS
• A TONE OR BRAND CHARACTER STATEMENT

11
CREATIVE THINKING

• HARD THINKINGFACT BASED THINKING- RATIONAL, LIKE
  LOGIC AND STRUCTURE
• SOFT THINKING VALUE BASED THINKING- EMOTIONAL,
  INTUITION,VALUES AND ETHICAL JUDGEMENT
• USE VALUE BASED THINKING TO DEVELOP A CONCEPT
• FACT BASED TO GET THE JOB DONE

12
CREATIVE PROCESS

• STEP BY STEP PROCEDURE TO DISCOVER ORIGINAL IDEAS
  AND REORGANIZE EXISTING CONCEPTS

13
VON OECH FOUR STEP MODEL

• EXPLORER-
• SEARCHES NEW INFORMATION
• ATTENTION TO UNUSUAL PATTERNS
• DISCOVER NEW IDEAS
• USES BRAINSTORMING PROCESS

14

• THE ARTIST
• DEVELOP BIG IDEA (VISUALIZATION AND
  CONCEPTUALIZATION)
• TRANSFORMING A CONCEPT
• SUGGESTED STRATEGIES PAGE 386
• ATTITUDE THAT ALLOWS YOU TO SEARCH FOR IDEAS AND
  MANIPULATE YOUR KNOWLEDGE AND EXPERIENCE

15

• IMPLEMENTING THE BIG IDEA
• ROLE OF ART DIRECTOR-BLENDING COPY AND ART
  (VERBAL AND BODY LANGUAGE)
• BLOCKS TO CREATIVITY

16
CREATIVE PYRAMID (EX 12-2)

• ATTENTION USE ATTENTION GETTING DEVICES
• USE OF VISUALS, HEADLINES,SPECIAL EFFECTS FOR
  SELECTED MEDIUM
• INTEREST
• BODY OF THE AD SHOULD ANSWER QUESTIONS AND DOUBTS
  OF CUSTOMER
• DRAMATIC SITUATION,STORY LINE,CATCHY DIALOG

17

• CREDIBILITY
• PROOF OF PRODUCT PERFORMANCE
• TESTIMONIALS
• USE OF SPOKESPERSON
• DESIRE
• AUDIENCE VISUALIZE BENEFITS
• EMOTIONAL APPEALS
• ACTION- MOTIVATE THEM TO DO SOMETHING

18
JUDGE AND WARRIER ROLE

• DECISION TIME FOR IMPLEMENTATION,MODIFY OR
  DISCARD
• RISK TAKING RESPONSIBILITIES
• WARRIER
• CARRIES THE CONCEPT TO ACTION
• BATTLE FROM WITHIN AND OUTSIDE FOR IMPLEMENTATION

19
CREATING ORIGINAL IDEAS

• SOME OF THE TECHNIQUES
• UNEXPECTED ASSOCIATION,CATCHY PHRASING, PLAY ON
  WORDS
• ANALOGY AND METAPHOR
• FAMILIAR AND STRANGE
• AVOID THE FOLLOWINGTHE COMMON, THE LOOK ALIKE

20
PORTFOLIO REVIEW

• PAGE 398-401