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Creative Strategy: Planning and Development
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  1. Creative Strategy: Planning and Development

  2. Get Creative! Tyler

  3. Terms to Know • Creative strategy: determines what the advertising message will say or communicate • Creative tactics: how the message strategy will be executed

  4. Creative Awards Don’t Mean Success • DDB Agency and Anheuser-Busch • 30 year relationship • Many awards for television and radio execution creativity • Sales of Budweiser and Bud Light declined

  5. What does creativity mean to you? • Advertising creativity: generate fresh, unique and appropriate/relevant ideas that can be used as solutions to a communication problem • Divergence: the extent to which an ad contains elements that are novel, different or unusual • Relevance: the extent to which the elements of the ad are meaningful, useful or valuable to the consumer

  6. Divergence • Divergence can be achieved in advertising in five different ways: • Originality- rare, surprising, not common or obvious • Flexibility- contain different ideas or switch perspectives • Elaboration- unexpected details or extend ideas so they become more intricate • Synthesis- combine, connect or blend normally unrelated objects of ideas • Artistic value- artistic verbal or graphical impressions

  7. Relevance • Relevance can be achieved in two ways: • Ad-to-consumer relevance: ad contains execution elements that are meaningful to consumers. • Brand-to-consumer relevance: brand of a product or service is of personal interest to consumers

  8. Meet Me at Starbucks

  9. Share Your Ads • Why does it appeal to you? • Graphically, I like/don’t like… • Divergence? • Relevance?

  10. Four Step Creative Process Approach • Graham Wallas, The Art of Thought • Preparation: gathering background information needed to solve the problem through research/study • Incubation: getting away and letting ideas develop • Illumination: seeing the light or solution • Verification: refining, polishing and seeing if it is an appropriate solution

  11. Verification and Revision Process • Have to share your creative ideas with your client or employer • Storyboard- drawings that represent the visual plan or layout

  12. Advertising Campaign • Series of messages that are used across various advertising mediums • Campaign theme: the strong central message that is communicated in all the advertising activities • Slogan or tagline: reduces the key idea into a few words • May change frequently or last for a long time

  13. Slogans/Taglines

  14. Creative Strategy • The advertising will convince… • That… • Is/will/provides…. • The support will be… • The tone will be…

  15. Creative Brief • Why are we advertising? • Whom are we talking to? • What do they currently think? • What would we like them to think? • What is the single most persuasive idea we can convey? • Why should they believe it? • What is the personality we want to convey? • Are there any Sacred Cows? • What are the specific media needs?

  16. Major Selling Idea • The campaign theme should reflect the major selling idea

  17. Unique Selling Proposition (USP) • Advertisement must make a proposition to the consumer. Must say to each reader: “Buy this product and you will get this benefit.” • Call to Action (CTA) • Proposition must be one that the competition either cannot or does not offer. Must be unique either in the brand or in the claim. • Proposition must be strong enough to move the masses.

  18. Image Advertising • Creative strategy used to sell products is based on the development of a strong, memorable identity for the brand through image advertising.

  19. Syllabus Updates • Writing Assignment- 50 points • Prepare the Creative Strategy and Creative Brief that will guide your Georgetown College final assignment • One assignment turned in per agency • DATE: Turn in on 10/30; will have no assignment or reading on 10/28 • Advertising Critique- 20 points • Same description as that included in your syllabus • DATE: 11/11; everyone will lead their discussion on the same day

  20. Should baby arrive early… • Spend time working on your 10/30 writing assignment and 11/11advertising critique • Your 10/30 assignment and final assignment for this class should be professional level in terms of presentation and writing! • I will email with additional information and changes to our class syllabus should dates need to be adjusted.

  21. With your agency… • Talk about who your target audience will be for your advertising campaign for Georgetown College in order to increase enrollment. • Who are they demographically? • Who are they psychographicall? • NOTE: “everyone” is not an acceptable target audience. You must define them in as detailed a way as possible in order to correctly target them with your language, images, etc.