Week 7: Part 1

Week 7: Part 1

1. Creative Strategy: Planning and Development

   • Strategic Planning
     • - more prominent in the US than in Europe - all about informed insights
     • Getting Insights
       • - background information that creative specialists use to help them learn more about the client's product/service or brand - read anything related to the product or market - use the product to become familiar with it - listen to what people are talking about - conduct studies of product, service, audience - work in and learn about the client's business - ask everyone involved for information
     • Research
       • Qualitative
         • - in depth interviews - focus groups
       • Quantitative
       • Ethnographic
         • - observation research  - becoming part of the culture and taking field notes
     • Input Verification and Revision
       • - evaluate the ideas that were generated and refine them
       • Objectives
         • - evaluate ideas - reject the inappropriate - refine the remaining - give ideas final expression
       • Techniques
         • - directed focus groups - message communication studies - portfolio tests - viewer reaction profiles
       • Target Audience Participation
         • - evaluate rough creative layouts - indicate the meaning they get from the ad - indicate what they think of the execution - verbalise their reaction to a slogan or a theme
   • Creative Strategy
     • determines what the advertising message will say/communicate
     • Different Persepctives
       • Managers
         • - creative only if it sells - innovation and awards are by-products
       • Creatives
         • - innovation and originality matter
     • Creative Personnel
       • - unconvential - abstract - less structured - less organized - intuitive
     • Determinants
       • Relevance
         • - degree to which the ad is meaningful, useful, or valuable - ad-to-consumer - brand-to-consumer
       • Divergence
         • - the extent that the ad is novel, different, or unusual - originality - flexibility - elaboration - synthesis - artistic value
   • Creative Tactics
     • how the message strategy will be executed
     • Seeking the Major Idea
       • - finding the 'big idea' that captures the consumer's attention, gets a reaction, and sets the advertiser's product/service apart from competition
       • Finding the Inherent Drama
       • Use a Unique Selling Point
       • Positioning
       • Create a Brand Image
     • Unique Selling Propositions
       • Benefit
         • - making a proposition the consumer - buy this product/service and you get this benefit
       • Unique
         • - proposition that the competition does not or cannot offer - unique to the brand or claim
       • Anonymous
         • - the proposition must be strong enough to move mass millions - must pull consumers to your brand 
   • Creative Processes
     • offers an organized way to approach advertising problems and develop solutions for them
     • Youngs
       • Immersion
         • - get raw material and data - immerse yourself in the problem
       • Digestion
         • - absorb the information - work it over in your head
       • Incubation
         • - turn the information over into the subconscious
       • Illumination
         • - light bulb moment - I have it!
       • Verification
         • - study the idea - evaluate it - reshape it for practical purposes
     • Wallas's
       • Preparation
       • lllumination
       • Incubation
       • Verification
   • Creative Brief
     • specifies the basic elements of the creative strategy
   • BIG IDEA*