A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
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The Advertising Process
Tactics
Creative
Execution
Big Idea
Advertising Strategy
Message that
advertiser gives to
solve a
communication
related problem
Is the idea that
advertiser select
for communicating
the strategic
message in a
creative way
Deals with Physical
forms of
advertisement like
story, script, words,
color etc
Short-term
decision about
specific, tangible
tasks related to
advertising
method, media
3. Creative Strategy
3
• Where the art and science of
advertising come together
• A Big Idea must be
– Creative
– Strategic
• Creative strategy
– What the advertisement
says
– Also called message strategy
• Creative execution
– How it is said
• A creative strategy defines the important strategic choices
required to develop a marketing message.
• The creative strategy (often called a copy or advertising strategy)
defines what you will say about your product or service.
• It explains how you want consumers to think about your Brand.
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Creative Strategy in 3 Easy Steps
1. PURPOSE OF THE ADVERTISING:
Who are you talking to and what do you want to
convince them to think, feel, believe, or do?
2. METHOD:
How will you convince them of that?
3. TONE AND MOOD:
What will be the tone and mood of your
communication?
5. Head and Heart Strategies
• Two basic approaches to translating message
objectives into strategy
• Hard- and Soft-Sell strategies
– Hard Sell: touches the mind and creates a response
based on logic
– Soft Sell: uses emotional appeals or images to create a
response
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Facts of Creative Strategy
Drive Perception
• Attention and awareness
• Interest
• Memory
Drive Cognition
• These messages get consumers to
learn about products by focusing
on a product’s features
Touch Emotions
• Highlight psychological
attraction of the product to the
target audience through
emotional responses
Persuade
• Appeal
• Selling premises
• Conviction
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Facts of Creative Strategy
Transform Product
• Branding
• Image advertising is used to
create a representation in the
customer’s mind
• Associations
Drive Action
• A signature that serves to
identify the company or
brand
• Also serves as a call to
action if it gives direction to
the consumer about how to
respond
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Planning and Managing
Creative Strategy
• Creative brief
Prepared by the account
planner, summarizes the
marketing and advertising
strategy
Vary in format, but must
combine basic strategy
decisions
Strategy Decisions
• The problem
• The objectives
• The target market
• Positioning strategy
• Type of creative strategy
• Selling premise
• Execution suggestions
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Planning and Managing Creative
Strategy
• Message execution
– The form in which the
ad’s message is
presented
• Message tone
– Reflects the emotion or
attitude behind the ad
• Global campaigns
– Require ad work that
addresses advertising
objectives and reflects the
positioning strategy
– Usually desirable to adapt
the creative execution to the
local market
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Creation Process
YOUNG’S MODEL ---5 STEPS PROCESS
1. Immersion : Gathering background information research &
immersing yourself in the problem
2. Digestion : Taking the information, working it over, and
wrestling with it in the mind
3. Incubation : Turning the information over to work. Putting the
problems out of mind.
4. Illumination : The birth of an idea.
5. Reality or Verification :Studying the idea to see it still looks
good or solves the problem
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Creation Process
GRAHAM WALLAS ---4 STEPS PROCESS
1. Preparation : Gathering background information
research & immersing yourself in the problem
2. Incubation : Getting away & letting ideas develop
3. Illumination : Setting the light or solution.
4. Verification : Refining and polishing the idea and
seeing if it is an appropriate solution.