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Creative Strategy:
Planning and Development

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

Advertising Creativity

Creative
Creative
Strategy
Strategy

Determining
Determining what
what the
the
advertising
advertising message
message will
will say
say
or
or communicate
communicate

Creative
Creative
Tactics
Tactics

Determining
Determining how
how the
the
message
message strategy
strategy will
will be
be
executed
executed

8-2

Determinants of Creativity

Divergence

Relevance

Originality

Ad-to-consumer

Flexibility

Brand-to-consumer

Elaboration
Synthesis
Artistic Value
8-3

Creative Personnel
Unconventional
Abstract
Less structured
Less organized
Intuitive
8-4

Youngs Creative Process

Immersion

Digestion

Get raw material and data, and

immerse yourself in the problem
Take the information, work it over,
wrestle with it in your mind

Incubation

Turn the information over to the

subconscious to do the work

Illumination

Eureka! I have it! phenomenon

Verification

Study the idea, evaluate it,

reshape it for practical usefulness
8-5

Wallas Creative Process Model

Illumination
Seeing the
Solution

Preparation
Gathering
Information

The
Creative
Process
Verification
Refining
the Idea

Incubation
Setting
Problem
Aside

8-6

Getting Creative Input

Read anything
related to the
product or
market

Conduct
studies of
product,
service,
audience

Use the
product to
become
familiar
with it

Work in and
learn about the
clients
business

Listen to what
people are
talking about

Ask everyone
involved for
information

8-7

Branding Research

8-8

Input Verification and Revision

Objective
Objective

Techniques
Techniques

Evaluate
Evaluate ideas
ideas
Reject
Reject the
the inappropriate
inappropriate
Refine
Refine the
the remaining
remaining
Give
Give ideas
ideas final
final expression
expression
Directed
Directed focus
focus groups
groups
Message
Message communication
communication studies
studies
Portfolio
Portfolio tests
tests
Viewer
Viewer reaction
reaction profiles
profiles

8-9

An Advertising Campaign

Integrated
Integrated
Interrelated
Interrelated

Marketing
Marketing
Communication
Communication
Activities
Activities

Coordinated
Coordinated

In
In Different
Different
Media
Media

Centered
Centered on
on aa
Theme
Theme or
or Idea
Idea

Over
Over aa Time
Time
Period
Period

8-10

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
8-11

Marketing Information Flow

Knowledge
of vital
marketing
information
Client/agency
communication

Internal agency
communication

Client gatekeepers
(Brand manager)

Agency gatekeeper
(Account manager)

Creative staff

Internal client
decision
to share
information
with agency

Agency gatekeeper
decision on sharing
client info with staff

Art is created

8-12

Search for a Major Selling Idea

Finding
Finding the
the
inherent
inherent drama
drama

Use
Use aa Unique
Unique
Selling
Selling Position
Position

Seeking
Seeking the
the
Major
Major Idea
Idea

Positioning
Positioning

Create
Create aa Brand
Brand
Image
Image
8-13

The Unique Selling Proposition (USP)

Benefit
Benefit

Unique
Unique

Buy
Buy this
this
product/serv
product/serv
ice
ice and
and you
you
get
get this
this
benefit
benefit

Must
Must be
be
unique
unique to
to
this
this brand
brand or
or
claim;
claim; rivals
rivals
can't
can't or
or don't
don't
offer
offer itit

Potent
Potent
Promise
Promise
must
must be
be
strong
strong
enough
enough to
to
move
move mass
mass
millions
millions

8-14

Positioning

Establish a particular
place in the customers
mind for the product
or service
Based on product
attributes/benefits,
price/quality, use or
application, type of
user, or problem
solved
8-15