chapter eight

Creative Strategy and the

Creative Process

McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

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Objectives_1

Discuss the meaning and importance of creativity

Identify the members of the creative m and their primary responsibilities

Tell how to differentiate great advertising from the ordinary

Explain the role of the creative strategy and its principal elements

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Objectives_2

Explain the purpose of the message strategy and how it differs from the creative strategy

Describe the two basic styles of thinking Define the four roles people play at

different stages of the creative process List several techniques creatives can

use to enhance their creativity

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The Creative Team

Creative Director

Art Director Copy Writer

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What Makes Advertising Great?

Audience Resonance

Strategic Relevance

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Strategy

Advertising strategy describes a means to achieve advertising objectives through creative executions and media plans

Creative strategy guides those responsible for creating advertising– Creative brief– Work plan– Copy strategy– Copy platform

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Elements of the Creative Strategy

Problem

Support

Special Requirements

Target

Benefits

Objectives

Brand’sPersonality

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Elements of the Message Strategy

NonverbalVerbal Technical

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How Does Creativity Help Advertising?

Creativity helps advertising to

– Inform– Persuade– Remind– Impact

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Creativity Affects Advertising Impact

The tagline in this ad, “If you have a lot to explain, we have the best phone rates,” makes an impact

that enhances the ad’s effectiveness.

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Styles of Thinking

Fact-based

Value-based

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Roles Creatives Play in the Process

The Artist

The Explorer

The Judge

The Warrior

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The Explorer Role

Examine existing information Review marketing and advertising plans Study the market, product, and

competition Develop insight

– Research– Brainstorming

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The Artist Role

Develop the BIG Idea– Visualization/ conceptualization– Transform or incubate the concept

Implement the BIG Idea

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Concept Transformation Techniques

Adapt Imagine

Reverse Connect

CompareParody

Eliminate

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Exhibit 8-1

The advertising pyramid reflects how people learn new information. The creative pyramid translates

advertising objectives into copywriting objectives.

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The Judge Role

Evaluate the practicality of the ideas Decide whether to implement, modify,

or discard ideas Be self-critical Avoid stifling artists’s imagination Assess risk involved with idea

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The Warrior Role

Carries the concept into action May require battles win approval for the

concept Help the account managers sell the

campaign to the client

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5 Components of Selling Power

Strategic Precision

Savvy Psychology

Slick Presentation

Structural Persuasion

Solve the Problem

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Key Terms_1

Advertising objective Advertising

message Art Art direction Artist role Benefit statement Big idea Brainstorming

Brand personality Conceptualization Copy platform Copy strategy Copywriter Creative brief Creative director Creative process Creative pyramid

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Key Terms_2

Creatives Creative strategy Creativity Explorer role Fact-based thinking Informational Judge role Mandatories Message strategy

Problem Special requirements Support statement Target audience Transformational Value-based thinking Visualization Warrior role Work plan