5-1 Copyright © 2009 Pearson Education Canada
CHAPTER 5
Creative Planning Essentials
5-2 Copyright © 2009 Pearson Education Canada
Learning Objectives
Identify communications process elements Distinguish between client & agency
responsibilities in creative development Explain creative development stages Discuss the creative brief and its processes
Continued...
5-3 Copyright © 2009 Pearson Education Canada
Learning Objectives (cont.)
Identify and distinguish among creative objectives, strategies and execution
Describe appeal techniques Identify the various execution techniques used
for presenting messages Explain measurement techniques for
evaluating creative
5-4 Copyright © 2009 Pearson Education Canada
Advertising Plan
Is divided into two distinct yet connected sectionsCreative Plan
Devise message
Media Plan
Devise media strategies
5-5 Copyright © 2009 Pearson Education Canada
Creative Development Process
5-6 Copyright © 2009 Pearson Education Canada
Client Responsibility
Provide enough market, competitor, customer, and product information
Helps develop creative objectives
Limited input of creative strategy statements
Creative evaluation process
5-7 Copyright © 2009 Pearson Education Canada
Agency Responsibility
Understand the marketplace
Develop a more precise creative strategy
Creative execution details
5-8 Copyright © 2009 Pearson Education Canada
Client- Agency Responsibility
5-9 Copyright © 2009 Pearson Education Canada
Creative Brief
A discussion document prepared by the client. It contains relevant information that the agency creative team (copywriters and art directors) can use to develop the creative strategy.
5-10 Copyright © 2009 Pearson Education Canada
Content of a Creative Brief
Market InformationMarket profile
Product profile
Competitor profile
Target market profile
Budget
Continued…
5-11 Copyright © 2009 Pearson Education Canada
Content of a Creative Brief (cont.)
Problem IdentificationIdentification of problem or
Overall communication goal
Continued…
5-12 Copyright © 2009 Pearson Education Canada
Problem Identification
A few generic examples of overall communication goals:To create or increase brand awareness
To position or reposition a product in the customer’s mind
To present a new image (re-image of brand)
To attract a new target market
To introduce a line extension
5-13 Copyright © 2009 Pearson Education Canada
Content of a Creative Brief (cont.)
Advertising ObjectivesAwareness
Interest
Preference
Action
New image
New targets
Continued…
5-14 Copyright © 2009 Pearson Education Canada
Content of a Creative Brief(cont.)
Positioning – Strategy StatementBrand benefits, personality or desire image
Creative ObjectivesMessage content objectives
Key benefit statement
Support-claims statement
Continued…
5-15 Copyright © 2009 Pearson Education Canada
Content of a Creative Brief(cont.)
Creative StrategyBuying motivationTone and styleThemeAppeal techniques
Continued…
5-16 Copyright © 2009 Pearson Education Canada
Creative Strategy
How will the message be communicated to the target audience?Here are some common creative appeal techniques:
Positive NegativeFactual ComparativeHumorousEmotional SexualLifestyle
5-17 Copyright © 2009 Pearson Education Canada
Website Examples
www.levis.com
www.dairygoodness.ca
www.olympuscanada.com
What creative strategies have these firms used on their websites?
Through which marketing communications activities and media?
5-18 Copyright © 2009 Pearson Education Canada
Content of a Creative Brief (cont.)
Creative ExecutionTactical considerations
Production considerations
5-19 Copyright © 2009 Pearson Education Canada
Creative Execution
Tactical ConsiderationsWhat is the best or most convincing way to present a product so the consumer will be motivated to purchase it?
Torture testsProduct as heroProduct comparisons
TestimonialsEndorsementsProduct demonstrations
Continued….
5-20 Copyright © 2009 Pearson Education Canada
Creative Execution (cont.)
Production ConsiderationsMessage content and media decisions
Budget available
Mandatory content
5-21 Copyright © 2009 Pearson Education Canada
Creative Evaluation
Does the ad reflect the positioning statement?
Does it mislead or misinterpret the intent of the message?
Is the ad memorable?
Is the brand recognition effective?
Should the ad be researched?
5-22 Copyright © 2009 Pearson Education Canada
Research Techniques
Creative ResearchIs to measure the impact of a message on a target audience.
Pre-test: evaluated before final production or media placement
Post-test: evaluating during or after its placement
5-23 Copyright © 2009 Pearson Education Canada
Recognition and Recall Testing
Recognition testing Testing for awareness
Recall testingTesting for comprehension and impact
5-24 Copyright © 2009 Pearson Education Canada
Common Research Methods
Starch Readership testNoted
Associated
Read most
Day- After Recall TestingResearch is conducted the day after an audience has been exposed to the ad for the first time
5-25 Copyright © 2009 Pearson Education Canada
Other Research Methods
Opinion-Measure Testing
Physiological Testing
Inquiry Tests (Split-Run tests)
Controlled Experiments