The Creative Side and Message Strategy

The Creative Side and Message Strategy

The Art and Science of
Creative Advertising

•      The ROI of effective advertising

–   Relevant, original, and has impact

•      The Big Idea

–   Implements the advertising strategy so that the message is both attention getting and memorable

•      The Creative Leap

–   Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way

Creative Thinking

•      Free association

–   Creates the juxtaposition of two seemingly unrelated thoughts

•      Divergent thinking

–   Uses exploration to search for all possible alternatives

•      Analogies and metaphors

–   Used to see new patterns or relationships

•      Right-brain thinking

–   Intuitive, nonverbal, and emotion-based thinking

Creative Thinking

•      Creative Roles

–    Copywriters and art directors develop the creative concept and draft the execution of the advertising idea

•      The Creative Person

–    In advertising, creativity is both a job description and a goal

Creative Characteristics

•      Problem solving

•      Ability to visualize

•      Openness to new experiences

•      Conceptual thinking

Steps and Stages

•    Immersion

•    Ideation

•    Brainfog

•    Incubation

•    Illumination

•    Evaluation

Creative Strategy

•      Where the art and science of advertising come together

•      A Big Idea must be

–    Creative

–    Strategic

•      Creative strategy

–    What the advertisement says

–    Also called message strategy

•      Creative execution

–    How it is said

Message Objectives

•         Perception: create attention, awareness, interest, recognition, and recall

•         Cognitive: deliver information and understanding

•         Affective: touch emotions and create feelings

•         Persuasion: change attitudes, create conviction and preference

•         Transformation: establish brand identity and associations

•         Behavior: stimulate some form of action

Head and Heart Strategies

•      Two basic approaches to translating message objectives into strategy

•      Hard- and Soft-Sell strategies

–   Hard Sell: touches the mind and creates a response based on logic

–   Soft Sell: uses emotional appeals or images to create a response

Head and Heart Strategies

•      Most advertising messages use a combination of two basic literary techniques to reach the head or the heart of the consumer

•      Lectures and Dramas

–   Lecture: a serious instruction given verbally

–   Drama: relies on the viewer to make inferences

Facets of Creative Strategy

Drive Perception

•      Attention and awareness

•      Interest

•      Memory

Drive Cognition

•      These messages get consumers to learn about products by focusing on a product’s features

Facets of Creative Strategy

Touch Emotions

•      Highlight psychological attraction of the product to the target audience through emotional responses

Persuade

•      Appeal

•      Selling premises

•      Conviction

Facets of Creative Strategy

Transform Product

•      Branding

•      Image advertising is used to create a representation in the customer’s mind

•      Associations

Drive Action

•      A signature that serves to identify the company or brand

•      Also serves as a call to action if it gives direction to the consumer about how to respond

Message Approaches

•      Straightforward

•      Demonstration

•      Comparison

•      Problem solving/Problem avoidance

•      Humor

•      Slice of Life

•      Spokesperson

•      Teasers

•      Shockvertising

Planning and Managing
Creative Strategy

•      Creative brief

–    Prepared by the account planner, summarizes the marketing and advertising strategy

–    Vary in format, but must combine basic strategy decisions

Strategy Decisions

•      The problem

•      The objectives

•      The target market

•      Positioning strategy

•      Type of creative strategy

•      Selling premise

•      Execution suggestions

Planning and Managing Creative Strategy

•      Message execution

–    The form in which the ad’s message is presented

•      Message tone

–    Reflects the emotion or attitude behind the ad

•      Global campaigns

–    Require ad work that addresses advertising objectives and reflects the positioning strategy

–    Usually desirable to adapt the creative execution to the local market

The Go/No-Go Decision

•      Assess the effectiveness of the ad’s creative features

–   Structural analysis

–   Copy testing

Disclaimer:

The information contains in this web-site is prepared for educational purpose. This site may be used by the students, faculties, independent learners and the learned advocates of all over the world. Researchers all over the world have the access to upload their writes up in this site. In consideration of the people’s participation in the Web Page, the individual, group, organization, business, spectator, or other, does hereby release and forever discharge the Lawyers & Jurists, and its officers, board, and employees, jointly and severally from any and all actions, causes of actions, claims and demands for, upon or by reason of any damage, loss or injury, which hereafter may be sustained by participating their work in the Web Page. This release extends and applies to, and also covers and includes, all unknown, unforeseen, unanticipated and unsuspected injuries, damages, loss and liability and the consequences thereof, as well as those now disclosed and known to exist.  The provisions of any state’s law providing substance that releases shall not extend to claims, demands, injuries, or damages which are known or unsuspected to exist at this time, to the person executing such release, are hereby expressly waived. However the Lawyers & Jurists makes no warranty expressed or implied or assumes any legal liability or responsibility for the accuracy, completeness or usefulness of any information, apparatus, product or process disclosed or represents that its use would not infringe privately owned rights. Reference herein to any specific commercial product process or service by trade name, trade mark, manufacturer or otherwise, does not necessarily constitute or imply its endorsement, recommendation or favouring by the Lawyers & Jurists. The views and opinions of the authors expressed in the Web site do not necessarily state or reflect those of the Lawyers & Jurists. Above all, if there is any complaint drop by any independent user to the admin for any contents of this site, the Lawyers & Jurists would remove this immediately from its site.