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Transcript of chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights...

Page 1: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.
Page 2: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

chapter08

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Creative Strategy and the Creative Process

Page 3: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-3

Chapter 8 Objectives

Discuss the meaning and the importance of creativity

Identify members of the creative team

Tell how to differentiate great advertising from the ordinary

Explain the roleof the creative strategy and its

principal elements

Explain the purpose of the message strategy and how it

differs from the creative strategyDescribe the two basic styles of

thinking

Define the four roles people play at different stages

of the creative process

List several techniquescreatives can use

to be more productive

Page 4: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-4

What Makes Great Advertising?

Audience Resonance

Informational Transformational

Strategic Relevance

Audience Needs & Wants Client Goals

The Creative Team

Copywriter Creative DirectorArt Director

Page 5: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-5

What Makes Great Advertising?

Rolling Stone magazine used past covers for this memorable ad

Page 6: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-6

What Makes Great Advertising?

A California Department of Health transformational ad demarkets smoking

Page 7: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-7

Formulating Advertising Strategy:

Writing the Creative StrategyProblem the advertising must solve

Advertising objective

Target audience

Benefit statement

Support statement

Brand personality

Special requirement

Page 8: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-8

Formulating Strategy:Message Strategy

Verbal Nonverbal Technical

!

Page 9: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-9

Formulating Strategy:Message Strategy

Verbal Nonverbal Technical

!

Page 10: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-10

Formulating Strategy:Message Strategy

Verbal Nonverbal Technical

!

Page 11: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-11

Formulating Strategy:Message Strategy

Nonverbal communication is key in this Diet Coke ad

Page 12: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-12

Creativity’s Roles

How Creativity Enhances Advertising

Fact-BasedThinking

Value-BasedThinking

vs.

InformInform RemindRemind “Boom”“Boom”PersuadePersuade

Page 13: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-13

How Creativity Enhances Advertising

Metaphors help readers understand the intended message in this Visa ad

Page 14: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-14

The Creative Process

Explorer Insight Objective Brainstorm

Page 15: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-15

The Creative Process

Explorer

Artist Develop“Big Idea”

Parody

Eliminate Compare

Connect Reverse

Imagine Adapt

Concept Transformation

Insight Objective Brainstorm

Page 16: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-16

The Creative Process

Axe uses parody to emphasize how much of an aphrodisiac its cologne is

Page 17: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-17

The Creative Process

Explorer

Artist Develop“Big Idea”

Implement:CreativePyramid

Insight Objective Brainstorm

Action

Desire

Credibility

Interest

Attention

Page 18: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-18

The Creative Process

K2 Skis ad demonstrates creative pyramid

Page 19: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-19

The Creative Process

Explorer

Artist

Judge

Develop“Big Idea”

Implement:CreativePyramid

Insight Objective Brainstorm

Risky,Delicate

Decisions

Page 20: chapter 08 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Strategy and the Creative Process.

8-20

The Creative Process

Explorer

Artist

Judge

Develop“Big Idea”

Implement:CreativePyramid

Insight Objective Brainstorm

Risky,Delicate

Decisions

Warrior OvercomeObstacles

Presentto Client


McGraw-Hill Science Newsroom - Macmillan/McGraw-Hill€¦ · McGraw-Hill Science Newsroom Primary Edition complements the McGraw-Hill Science 2000textbook series by offering one interactive

McGraw-Hill Science Newsroom - Macmillan/McGraw-Hill€¦ · McGraw-Hill Science Newsroom Primary Edition complements the McGraw-Hill Science 2000textbook series by offering one interactive

Chapter eight Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

Chapter eight Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Creative Strategy: Planning and Development 8 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Creative Strategy: Planning and Development 8 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 8/9.

Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 8/9.

Creative Planning, Strategy and Development © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Creative Planning, Strategy and Development © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Creative Strategy and the Creative Process.

Creative Planning, Strategy and Development © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Creative Planning, Strategy and Development © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

McGraw-Hill 10-1. 10 McGraw-Hill Systems Analysis & Programming.

McGraw-Hill 10-1. 10 McGraw-Hill Systems Analysis & Programming.

McGraw-Hill © 2000 The McGraw-Hill Companies 1 S M McGraw-Hill © 2000 The McGraw-Hill Companies.

McGraw-Hill © 2000 The McGraw-Hill Companies 1 S M McGraw-Hill © 2000 The McGraw-Hill Companies.

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

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Correlated to Macmillan/McGraw-Hill€¦ · Mondo Bookshop - Grade K correlated to Macmillan/McGraw-Hill Treasures. Mondo Bookshop Macmillan/McGraw-Hill Treasures. Mondo Macmillan/McGraw-Hill

Correlated to Macmillan/McGraw-Hill€¦ · Mondo Bookshop - Grade K correlated to Macmillan/McGraw-Hill Treasures. Mondo Bookshop Macmillan/McGraw-Hill Treasures. Mondo Macmillan/McGraw-Hill

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Creative Execution: Art and Copy.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Creative Execution: Art and Copy.

McGraw-Hill The McGraw-Hill Companies, Inc., 2004

McGraw-Hill The McGraw-Hill Companies, Inc., 2004

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill ...

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill ...

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill ...

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chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy.

chapter 09 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Creative Execution: Art and Copy.

© The McGraw-Hill Companies, Inc., 2003 McGraw-Hill/Irwin.

© The McGraw-Hill Companies, Inc., 2003 McGraw-Hill/Irwin.