Chapter 8

1. Chapter 8
CREATIVE STRATEGY:
PLANNING AND
DEVELOPMENT

2. Advertising Creativity
Advertising creativity is the ability to generate fresh, unique
and appropriate ideas that can be used as solutions to
communications problems
Determining what the
Determining what the
Creative
Creative advertising message will say
advertising message will say
Strategy
Strategy or communicate
or communicate
Determining how the
Determining how the
Creative
Creative message strategy will be
message strategy will be
Tactics
Tactics executed
executed

3. Planning creative strategy

4. Young’s Creative Process
Get raw material and data, and
Immersion
immerse yourself in the problem
Take the information, work it over,
Digestion
wrestle with it in your mind
Turn the information over to the
Incubation
subconscious to do the work
Illumination “Eureka! I have it!” phenomenon
Study the idea, evaluate it,
Verification
reshape it for practical usefulness

5. Wallas’ Creative Process Model
Illumination Preparation
Seeing the Gathering
Solution Information
The
Creative
Process
Verification Incubation
Refining Setting
the Idea Problem
Aside

6. Account Planning
A process that involves conducting
research and gathering all relevant
information about a client’s product or
service, brand, and consumers in the
target audience

7. An Advertising Campaign
Integrated
Integrated
Interrelated
Interrelated Marketing Coordinated
Marketing Coordinated
Communication
Communication
Activities
Activities
In Different Centered on a
Centered on a Over a Time
In Different Over a Time
Media Theme or Idea
Theme or Idea Period
Media Period

8. 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

9. Marketing Information Flow
Knowledge
of vital
marketing
information
Client/agency Internal agency
communication communication
Client gatekeepers Agency gatekeeper Creative staff
(Brand manager) (Account manager)
Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff
with agency

10. Search for a Major Selling Idea
Finding the
Finding the Use a Unique
Use a Unique
inherent drama
inherent drama Selling Position
Selling Position
Seeking the
Seeking the
Major Idea
Major Idea
Positioning Create a Brand
Create a Brand
Positioning
Image
Image

11. The Unique Selling Proposition (USP)
Benefit
Benefit Unique
Unique Potent
Potent
Buy this
Buy this Must be
Must be Promise
Promise
product/serv
product/serv unique to
unique to must be
must be
ice and you
ice and you this brand or
this brand or strong
strong
get this
get this claim; rivals
claim; rivals enough to
enough to
benefit
benefit can't or don't
can't or don't move mass
move mass
offer it
offer it millions
millions

12. 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

13. Thank You