mcom 341-17 creative process
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Creative Strategy & The Creative Process
8-2
Class Objectives
Identify members of the creative team
Tell how to differentiate great advertising from the ordinary
Explain the role of the creative strategy and its principal elements
Explain the purpose of the message strategy and how it differs from the creative strategy
Define the four roles people play at different stages of the creative process
8-3
The Creative Team
Copywriter
Creative Director
Art Director
Ultimately responsible for the creative product
from an ad agency
Responsible for the verbal message of an ad campaign, the copy
Responsible for the nonverbal message of an ad campaign, the design
8-4
What Makes Great Advertising?
Audience Resonance
Informational Transformational
Giving information that offers relief from some real or
perceived problem
Uses positive reinforcement to offer a reward to the audience
Best ads of 2009: http://www.youtube.com/watch?v=5TwuB3Dmnfk
Great ads “reverberate” with the audience, get their attention, and
make them think about the message
8-5
What Makes Great Advertising?
Strategic Relevance
Audience Needs & Wants Client Goals
Alka Seltzer ad: http://www.youtube.com/watch?v=VFKifpMtlNs
An ad may get you to think, but what is it making you think about?
Entertaining, captures the imagination, “wow” factor,
thought-provoking
Must be relevant to the marketing and advertising strategies of the company
8-6
What Makes Great Advertising?
8-7
Writing the Creative Strategy
• Problem the advertising must solve
• Advertising objective
• Target audience
• Benefit statement
• Support statement
• Brand personality
• Special requirement(s)
The Creative Strategy is the component of the advertising strategy that guides those responsible for developing creative advertising. It serves as the creative team’s guide for writing and producing the advertising. The written plan includes the following:
8-8
Writing the Creative Strategy
Problem the advertising must solve: Often comes from situational analysis (weaknesses, opportunities, threats)
Advertising objective: What is the advertising aiming to accomplish?
Target audience: Primary and secondary markets to be reached by the advertising
Benefit statement: What is the key benefit of the product or brand to thetarget audiences you’ve identified?
Support statement: A support statement to reinforce the benefit(s)
Brand personality: Describe the brand through your advertising
Special requirement(s): Budget, media limitations, legal requirements, etc.
8-9
Example
• Problem the advertising solves
• Advertising objective
• Target audience
• Benefit statement
• Support statement
• Brand personality
• Special requirement(s)
8-10
Message Strategy
The Message Strategy is a simple description and explanation of an ad campaign’s overall creative approach – the main idea, details about how that idea will be executed, and rationale. It has 3 components:
• Verbal• Non-verbal• Technical
8-11
Message Strategy
Verbal Nonverbal Technical
!
What the ad should say; words to use; relationship of copy to medium used
8-12
Message Strategy
Verbal Nonverbal Technical
!
Graphics & visuals, and their relationship to media
8-13
Message Strategy
Verbal Nonverbal Technical
!
Execution approach and mechanical outcomes; limitations and mandatories
8-14
Message Strategy
Nonverbal communication is key in this Diet Coke ad
8-15
Message Strategy
More nonverbal communication from Pringles
8-16
Message Strategy
Effective message strategy?
http://www.youtube.com/user/sprintnow
8-17
Creativity’s Roles
How Creativity Enhances Advertising
Fact-Based Thinkers: linear thinkers who like hard data to analyze and control. Logic, structure & efficiency.
Inform Remind “Boom”Persuade
Value-Based Thinkers: make decisions based on intuition,
values, and moral codes. Good at using their imaginations.
8-18
Inform, Persuade
Metaphors help readers understand the intended message in this Visa ad
Fact based or value based?
Fact based or value based?
8-21
The Creative Process
Explorer Insight Objective Brainstorm
8-22
The Creative Process
Explorer
Artist Develop“Big Idea”
Parody
Eliminate Compare
Connect Reverse
Imagine Adapt
Concept Transformation
Insight Objective Brainstorm
8-23
The Creative Process
Explorer
Artist Develop“Big Idea”
Insight Objective Brainstorm
Implement:CreativePyramid
Action
Desire
Credibility
Interest
Attention
8-24
The Creative Process
K2 Skis ad demonstrates the creative pyramid
8-25
The Creative Process
Explorer
Artist Develop“Big Idea”
Implement:CreativePyramid
Insight Objective Brainstorm
JudgeRisky,
DelicateDecisions
8-26
The Creative Process
Explorer
Artist
Judge
Develop“Big Idea”
Implement:CreativePyramid
Insight Objective Brainstorm
Risky,Delicate
Decisions
Warrior OvercomeObstacles
Presentto Client