Chapter 10 Creative Strategy and the Creative Process
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Transcript of 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
10-2
Chapter Overview
How advertising strategies are translated into creative briefs and
message strategies that guide creativity
10-3
Chapter Objectives
Discuss the meaning and importance of
creativity
Tell how to tell great advertising from ordinary
List techniques creatives use to be more
productive
Identify members and tasks of the creative
team
Define the four roles people play at stages of
the creative process
Explain the role and effect of the creative
brief
List principal elements of a creative brief
10-4
Nonverbal ad design
Verbal message
What Makes great Advertising?
Art Director
Creative Director
Copywriter
The Creative Team
10-5
What Makes great Advertising?
Transformational
Informational “Boom”
Audience Resonance
Problem avoidance or
removal
Use positive reinforcement to offer a reward
Gets your attention… now!
Often fail to resonate with the audience
10-6
What Makes great Advertising?
Strategic Relevance
Audience Needs, Wants
Client Needs
“I can’t believe I ate the whole thing” was a flop
10-7
What Makes great Advertising?
Target believes in brand icons
10-8
Elements of Advertising
StrategyTarget
Audience
ProductConcept
CommunicationsMedia
AdvertisingMessage
10-9
Writing the Creative Brief
Issues to Consider Elements of the Brief
Who?
Why?
What?
Where?
When?
Objective statement
Support statement
Tone orbrand character
statement
10-10
Formulating Strategy
Selected advertising appeals
10-11
Message Strategy
Verbal Nonverbal Technical
I’m late!
10-12
Message Strategy
This Snickers ad exemplifies the art of nonverbal communication
10-13
Creativity’s Roles
Creativity’s Roles
Fact-BasedThinking
Value-BasedThinking
vs.
InformInform RemindRemind “Boom”“Boom”PersuadePersuade
10-14
The Creative Process
Explorer
Insight Objective Brainstorm
10-15
The Creative Process
Artist
Develop “Big Idea”
Parody
Eliminate Compare
Connect Reverse
Imagine AdaptConcept Transformation
Implementcreative pyramid
10-16
The Creative Pyramids
10-17
The Creative Process
Milwaukee Tools brings a new
identify to the humble
electrical outlet
10-18
The Creative Process
This ad for K2 skis exemplifies the five steps of the creative pyramid
10-19
The Creative Process
Judge
Is this idea an ah! or an uh-oh?
What’s wrong and right with this idea?
What if it fails? Is it worth the risk?
What is my cultural bias?
What’s clouding my thinking?
10-20
The Creative Process
Appalling1
Destructive2
Not competitive3
Cliché4
Innovative strategy5
Fresh idea(s)6
Excellence in craft7
New standard in product category
8
New standard in advertising9
World Class10
Leo Burnett’s GPC rating scale
10-21
The Creative Process
Warrior
Be bold
Sharpen your skills
Examine criticism in advance
Overcome obstacles
Use energy wisely
Be persistent
Savor your victories
Learn from defeat
10-22
Key Components of Selling
Strategic Precision
Savvy Psychology
Slick Presentation
Structural persuasion
Solve the problem