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CHAPTER 12

CHAPTER 12. CREATIVE STRATEGY. WHAT IS CREATIVE ADVERTISING. ADVERTISING SHOULD MAKE A RELEVENT CONNECTION WITH ITS AUDIENCE AND PRESENT A SELLING IDEA IN AN UNEXPECTED WAY. CHARATERISTICS OF CREATIVE CONCEPT. FOCUS-SINGLE IDEA NARROWLY FOCUSSED UNIQUENESS

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CHAPTER 12

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  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(P&G 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 THINKING:FACT 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 FOLLOWING;THE COMMON, THE LOOK ALIKE

  20. PORTFOLIO REVIEW • PAGE 398-401

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