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8. Creative Strategy: Planning and Development. Advertising Creativity. Determining what the advertising message will say or communicate. Creative Strategy. Determining how the message strategy will be executed. Creative Tactics. Creative Advertising for Shangri-La Hotels.

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Creative Strategy:Planning and Development

advertising creativity
Advertising Creativity

Determining what the advertising message will say or communicate

Creative

Strategy

Determining how the message strategy will be executed

Creative

Tactics

creative advertising for shangri la hotels
Creative Advertising for Shangri-La Hotels
  • It’s in our Nature
  • There’s no greater act of hospitality than to embrace a stranger as one’s own.
the importance of creativity
The Importance of Creativity

Best ads of all time?

Alka-Seltzer…Mama Mia! That’s a spicy meatball!

Nissan …Enjoy the ride.

Altoids… Curiously strong.

different perspectives on creativity
Different Perspectives on Creativity?

Only artistic value and originality count

It isn’t creativeif it doesn’t sell

Stick with what works

Try something new

Managers

Creatives

determinants of creativity
Determinants of Creativity

Divergence

Relevance

Originality

Ad-to-consumer

Flexibility

Brand-to-consumer

Elaboration

Synthesis

Artistic Value

the creative challenge
The Creative Challenge

There are no rules

creative vs hard sell advertising
Creative vs. Hard-Sell Advertising

“Suits” are rationalist salesmen

“Poets” are proponents of creativity

creative personnel
Creative Personnel

Unconventional

Abstract

Less structured

Less organized

Intuitive

young s creative process
Young’s Creative Process

Immersion

Get raw material and data, and immerse yourself in the problem

Digestion

Take the information, work it over, wrestle with it in your mind

Incubation

Turn the information over to the subconscious to do the work

Illumination

“Eureka! I have it!” phenomenon

Verification

Study the idea, evaluate it, reshape it for practical usefulness

wallas creative process model
Wallas’ Creative Process Model

Illumination

Seeing the

Solution

Preparation

Gathering Information

Verification

Refining

the Idea

Incubation

Setting Problem

Aside

The

Creative

Process

test your knowledge
Test Your Knowledge

A client manufactures maternity clothes for businesswomen, and it wants a new advertising campaign. Visits to obstetrician\'s offices to observe the clothes being worn and to maternity shops to see how they were selected could be a part of the _____ stage of the creative process.

A) Preparation

B) Verification

C) Revision

D) Reality check

E) Incubation

getting creative input
Getting Creative Input

Use the product to become familiar with it

Listen to what people are talking about

Read anything related to the product or market

Ask everyone involved for information

Work in and learn about the client’s business

Conduct studies of product, service, audience

qualitative research input
Qualitative Research Input

Interviews and Focus Groups

input verification and revision
Input Verification and Revision

Objective

  • Evaluate ideas
  • Reject the inappropriate
  • Refine the remaining
  • Give ideas final expression

Techniques

  • Directed focus groups
  • Message communication studies
  • Portfolio tests
  • Viewer reaction profiles
an advertising campaign
An Advertising Campaign

Integrated

Interrelated

Coordinated

Over a Time Period

Centered on a Theme or Idea

In Different Media

Marketing Communication Activities

campaign themes
Campaign Themes

Campaign Theme

Company or Brand

Marlboro Marlboro Country

Wheaties Breakfast of Champions

BMW The ultimate driving machine

Nike Just do it

McDonald’s I’m lovin’ it

Key Jewelers Every kiss begins with Kay

Allstate You’re in good hands with Allstate

test your knowledge1
Test Your Knowledge

Advertising campaign themes:

A) Are always tactical in nature and design

B) Set the tone or direction for all of the individual ads that make up the campaign

C) Are typically designed by the client and implemented by the agency

D) Are usually used for ads that run in only one type of media vehicle

E) Are described by all of the above

the creative brief
The Creative Brief
  • Basic problem or issue the advertising must address
  • Advertising and communications objectives
  • Target audience
  • Major selling idea or key benefits to communicate
  • Creative strategy statement
  • Supporting information and requirements
marketing information flow
Marketing Information Flow

Knowledge of vital

marketing

information

Internal agency

communication

Client/agency

communication

Client gatekeepers

(Brand manager)

Agency gatekeeper

(Account manager)

Creative staff

Internal client

decision

to share

information

with agency

Agency gatekeeper

decision on sharing

client info with staff

Art is created

search for a major selling idea
Search for a Major Selling Idea

Finding the inherent drama

Use a Unique

Selling Position

Positioning

Create a Brand Image

Seeking the Major Idea

the unique selling proposition usp
The Unique Selling Proposition (USP)

Unique

Benefit

Potent

Buy this product/service and you get this benefit

Must be unique to this brand or claim; rivals can\'t or don\'t offer it

Promise must be strong enough to move mass millions

test your knowledge2
Test Your Knowledge

Which of the following is most often the basis of a marketer\'s creative strategy when the company has multiple brands competing in the same market?

A) Unique selling propositions

B) Brand image

C) Inherent drama

D) Transformational advertising

E) Positioning

inherent drama
Inherent Drama

Messages generally presented in a warm, emotional way

Focuses on consumer benefits with an emphasis on the dramatic element

positioning
Positioning

Establish a particular place in the customer’s mind for the product or service

Based on product attributes/benefits, price/quality, use or application, type of user, or problem solved

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