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Intro to Adv 2019 - Session 6

The Creative Process

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Intro to Adv 2019 - Session 6

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  1. Introduction to Advertising Topic 6 The creative process & creative Strategy

  2. Creativity in Advertising • Effective in achieving marketing objectives and advertising objectives • Unique and effective way to communicate with the target audience • Persuasive message to persuade • Creating brand image • Delivers the brand positioning • Must be ethical

  3. The Creative Process Studying the Creative Process: • The marketing problem to be solved with advertising • The advertising objectives • The target audience profile/needs, wants, motivations • Aspects of the brand that can fulfill those needs • How to communicate effectively with target audience

  4. Brainstorming

  5. Brainstorming Brainstorming is the practice of creative people to sit down together and brainstorm All ideas are listed down and discussed The BIG idea is selected

  6. Creative Strategy WHO: to whom is the advertising message addressed to WHAT : the advertising message which appeals to target audience WHY : why does it appeals to target audience HOW: how do you deliver the advertising message to the target audience

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