Chapter 10 Creative Strategy and the Creative Process William F. Arens Michael F. Weigold Christian...

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  • Slide 1
  • Chapter 10 Creative Strategy and the Creative Process William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
  • Slide 2
  • 10-2 Chapter Overview How IMC strategies are translated into creative briefs and message strategies that guide creativity
  • Slide 3
  • 10-3 Chapter Objectives Discuss the attributes of creativity Describe how creative strategy is developed and used Elaborate on ways that creativity enhances advertising Explain the role that agency talent plays in the creative process
  • Slide 4
  • 10-4 Creative Director Nonverbal ad design Verbal message The Creatives Art DirectorCopywriter The Creative Team
  • Slide 5
  • 10-5 What Makes for Great Creative? Audience Impact Informational Problem relief Transformational Positive reinforcement to offer a reward BOOM Gets your attention now! Often lack big idea or fail in execution
  • Slide 6
  • 10-6 What Makes for Great Creative? Strategic Relevance An ad may be entertaining but if it isnt relevant to the advertising strategy, it WILL fail.
  • Slide 7
  • Q. 1. What are the two dimensions on which advertisements are measured?
  • Slide 8
  • 10-8 Dimensions Resonance Relevance
  • Slide 9
  • Q. 2. What are the components of an advertising strategy?
  • Slide 10
  • 10-10 Elements of Advertising Strategy Target Audience Product Concept Communications Media Advertising Message
  • Slide 11
  • Elements of Advertising Strategy as Interpreted by Target Target Audience Value conscious adults, 25-49, families 18-25 key influencials Product Concept Cheap chic Communications Media TV and newspapers Some outdoor, radio, digital media IMC Message 10-11
  • Slide 12
  • 10-12 Writing the Creative Brief Issues to Consider Who? Why? What? Where? When? What Style? Approach? Tone? What will the copy say?
  • Slide 13
  • 10-13 Rational and Emotional Appeals
  • Slide 14
  • 10-14 Writing the Creative Brief Objective statement Support statement Tone or brand character statement Brief Elements
  • Slide 15
  • Q. 3. What are the three components of a message strategy?
  • Slide 16
  • 10-16 Message Strategy VerbalNonverbalTechnical Im late!
  • Slide 17
  • 10-17 Message Strategy VerbalNonverbalTechnical Im late! Looks at watch Camera crew films
  • Slide 18
  • 10-18 Message Strategy Color and logo nonverbals make this Target ad instantly recognizable
  • Slide 19
  • Creativity Creativity combining two or more previously unconnected objects or ideas into something new 10-19
  • Slide 20
  • Q. 4. How does creativity help advertising?
  • Slide 21
  • 10-21 Creativitys Roles Fact-Based Thinking Value-Based Thinking vs. Inform Remind Boom Persuade
  • Slide 22
  • 10-22 Creativitys Roles Fact-Based Thinking Value-Based Thinking vs. Inform Remind Boom Persuade
  • Slide 23
  • 10-23 Understanding Creative Thinking Thinking Styles HardSoft Thinking Categories Fact based Value based
  • Slide 24
  • Q. 5. What are the steps in the creative process?
  • Slide 25
  • 10-25 The Creative Process Explorer Insight Outlook Know Objective Brainstorm
  • Slide 26
  • 10-26 The Creative Process Artist Develop Big Idea Parody Eliminate Compare Connect Reverse Imagine Adapt Transform the concept
  • Slide 27
  • 10-27 The Creative Pyramids
  • Slide 28
  • 10-28 The Creative Process Judge Is this idea an ah! or an uh-oh? Whats wrong and right with this idea? What if it fails? Is it worth the risk? What is my cultural bias? Whats clouding my thinking?
  • Slide 29
  • 10-29 The Creative Process Appalling1 Destructive2 Not competitive3 Clich4 Innovative strategy5 Fresh idea(s)6 Excellence in craft7 New standard in product category 8 New standard in advertising9 World class10 Leo Burnetts GPC Rating Scale
  • Slide 30
  • 10-30 The Creative Process Warrior Strategic precision Savvy psychology Polished presentation Structural precision Solve the problem

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

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

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

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Chapter Twelve Digital Interactive Media Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.

Chapter Twelve Digital Interactive Media Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies,

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CONTEMPORARY advertising - GBVCONTEMPORARY advertising and Integrated Marketing Communications thirteenth edition William F. Arens Michael F. Weigold Christian Arens McGraw-Hill Irwln

CONTEMPORARY advertising - GBVCONTEMPORARY advertising and Integrated Marketing Communications thirteenth edition William F. Arens Michael F. Weigold Christian Arens McGraw-Hill Irwln

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

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

Chapter 4 The Scope of Advertising: From Local to Global William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill.

Chapter 4 The Scope of Advertising: From Local to Global William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill.

Chapter Fourteen Media Planning and Buying Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.

Chapter Fourteen Media Planning and Buying Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.

Chapter Nine Creative Execution: Art and Copy Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.

Chapter Nine Creative Execution: Art and Copy Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 13 Using Print Media William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill Companies, Inc. All.

Chapter 13 Using Print Media William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill Companies, Inc. All.

Chapter Three The Business of Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.

Chapter Three The Business of Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution.

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,,

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

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Chapter Sixteen IMC: Public relations, Sponsorship, and Corporate Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights.

Chapter Sixteen IMC: Public relations, Sponsorship, and Corporate Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights.

Chapter 14 Using Electronic Media: Television and Radio William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill.

Chapter 14 Using Electronic Media: Television and Radio William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill.