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Advertising:

Creative Planning

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Creative Planning

IMCPlan

AdvertisingPlan

Creative PlanObjectives

StrategyExecution

MediaPlan

Creative and media solutions are planned together and integrated withother IMC plans.

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Communications Process

Sender Encoding Transmission Decoding Receiver

Noise

Consumer ResponseFeedback

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Consumers Process Messages

Advertising influences consumers at each stage.

Awareness

Comprehension

Conviction

Action

DAGMAR:

Defining AdvertisingGoals for Measured

Advertising Response

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F CB Grid

Quadrant 1

High ImportanceRational Decision

Quadrant 2

High ImportanceEmotional Decision

Quadrant 3

Low ImportanceRational Decision

Quadrant 4

Low ImportanceEmotional Decision

H igh Involvement

Low Involvement

Central Route to persuasion (Fact Based)

Peripheral Route to persuasion (Value Based)

Creativity, Boom and Relevance videos

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Problem that the advertisement mustsolve

T his is a statement of the communicationsproblem your creative objective will solve

T arget audience

1. Define (name) behavioral sub segment (e.g.loyal users, switchers buy competitive)for this particular ad

2. List Key factors from your T arget Audience

Profile:Geo-demographicsPsychographicsPurchase behaviour

3. Personal behavioral and learning factors (Hot-Buttons)

Communication objective of this specificad

In simple terms, what is it that you want your adto accomplish related to general campaignobjectives and to the problem you stated in1. above. See typical objectives

Key promise or benefit statement25 words or less stating the single greatest

benefit to the consumer being shown in thisad. Relate to objective. What do you want

the consumer to know, feel or believe afterthey have seen the ad?

Supporting reasons for the benefit statement

One of: D emonstrated or physical proof, Proof of consumer preference, Proof by association,Subliminal proof . D escribe how the elements of the ad( words, pictures, music, action prove or support the benefit or promise you are making.

Personality or feeling of Your Ad (select oneor two)affectionate energetic mysterious warmdeliberate cocoon alluring friendly polite brasheffervescent daring authoritative generousromantic enchanting intelligent hip believablegenteel sensuous kindhearted jovial scientificclever home-oriented sexy zany unabashedhedonistic conventional idealistic sophisticatedzesty venturesome exaggerated considerateimpeccable sympathetic logical exciting safe

M easurementH ow will you determine that the Creativeobjective was met?C onsistenciesAppealTactic

Generic C reative Brief Worksheet(Copy Platform or Creative Strategy)

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Creative Objective

Target Audience

Positioning Strategy

H ot buttons

Message Strategy

Key benefit focus

Proof, Reason why

Tone, Appeal

MediaA document developed by the client for discussion withthe agency about an advertising task.

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Problem / GoalWhat is the primary focus of the campaign?

T hese are only a few examples

To create or increase awarenessTo alter a perception

To build or enhance image

To launch a new product

To attract a new target market

A campaign needs focus!

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Awarness

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Creative Objectives

Creative objectives are b ehavioural in scope andquantitative in nature.

AwarenessComprehension

Conviction

Action

T o achieve and awarenesslevel of 75% within 12months.

T o achieve a trial purchaserate of 25% within12months.

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Positioning Strategy

A positioning strategy statement should stimulate thecreative development process.

PositioningStrategy

CreativeConcepts

CreativeExecution

Clients evaluate agency concepts and final executionsagainst the positioning strategy statement. Is it on

strategy?

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Creative Strategy

T he search for the BIG IDE A . T he concept or central

theme that will b

ind the campaign together.

K eyStrategicElements

K ellogs

Nike

Mountain Dew

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More Big Ideas

Nike J ust Do It

Volkswagen Drivers Wanted K FC Finger lickin good

Maytag T he Idle Repairman

Good creative concepts have longevity and crossmany markets.

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Creative Appeal T echniques

A sampling of possi b ilities to motivate the target market!

Positive

Negative

Humour

Sex

Affective

Emotion

Lifestyle

Comparison

Facts

Resonance

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Creative Execution

What specific techniques will b e used to b ring the strategy to life?

Product Demonstrations

Testimonials

EndorsementsTaglines and Slogans