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| determines what advertising message will say or communicate |
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determines how the message strategy eill be executed
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| Quality possessed by person that enables them to generate novel approches in situations generally reflected in new/improved solutions to problems |
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| ability to generate fresh, unique, and approperate ideas that can be used to communicate problems |
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| D'Arcy, Masius Benton & Bowles universal advertising standards |
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| power idea (centeral theme that goes through all advertising) |
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| every mkting sloution is different and each campain or advertisment may require a different creative apporach |
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| Young's Creative Process (5) |
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Definition
- Immersion- getting raw materials/data, and immerse self in the proble
- Digestion- take the info, work over it in your mind
- Incubation- setting prob aside and then cumming back to it
- Illumination- often a sudden inspiration or intuitive revelation about a potential solution
- Verification- study idea, evaluate it, and reshape for practical usefulness
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| a process that involves conducting research and gathering all relevant info about client's product, brand, and customers in target audience |
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| Inputs of Creative process |
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Definition
- Preperation- gathering info
- Incubation- setting prob aside
- Illumination- seeing the solution
- Verification- refining the idea
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| Objectives for the creative process |
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Definition
evaluate ideas
reject inapproperate ideas
refine the remaining
give ideas final expressions |
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| techniques used in creative process |
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Definition
directed focus groups
message com studies
portfolio test
viewer reaction profiles |
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Definition
| mkting com activities centered on central theme |
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Intergrated
Interrelated
Coordinated |
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Definition
| a strong idea, as it is the centeral message that will be commed in different meadio over a time period |
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| Creative strategy base on multiple factors |
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Definition
Target Audience identity
Basic problem- issue/oppertuity to com
Major selling idea/key benefit |
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Definition
specifies the basic elements of the creative strategy
- basic prob/issues the advertising must address
- advertising and com objectives
- target audience
- major selling ideas/ key benefit to com
- creative strategy statement (campain theme, appeal)
- supporting info and requirements
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| Unique selling Proposition |
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Definition
Benefit- buy product and you get reward
Unique- must be unique to brand that rivals cant offer
Potent- proms must be strong enough or attactive enough to move ppl |
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| Creating Brand Image Approachs |
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Definition
- Brand image or personality is paticulary important when brands are similar
- Every ad must contribute to complex symbol that is the brand image
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Definition
- Find the inherent drama or characteristics of a product that makes customers buy it
- inherent drama is often hard to find but it is always there, once found it is the most interesting/belivable of all ad appeals.
- message presented in a warm and emotional way
- focus on customer benefits that emphisis on dramatic element
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