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CREATIVE STRATEGY
Prepared By
Nijaz N
2
The Advertising Process
Tactics
Creative
Execution
Big Idea
Advertising Strategy
Message that
advertiser gives to
solve ...
Creative Strategy
3
• Where the art and science of
advertising come together
• A Big Idea must be
– Creative
– Strategic
•...
4
Creative Strategy in 3 Easy Steps
1. PURPOSE OF THE ADVERTISING:
 Who are you talking to and what do you want to
convin...
Head and Heart Strategies
• Two basic approaches to translating message
objectives into strategy
• Hard- and Soft-Sell str...
12 6
Facts of Creative Strategy
Drive Perception
• Attention and awareness
• Interest
• Memory
Drive Cognition
• These mes...
712 7
Facts of Creative Strategy
Transform Product
• Branding
• Image advertising is used to
create a representation in th...
8
Planning and Managing
Creative Strategy
• Creative brief
 Prepared by the account
planner, summarizes the
marketing and...
9
Planning and Managing Creative
Strategy
• Message execution
– The form in which the
ad’s message is
presented
• Message ...
10
Creation Process
YOUNG’S MODEL ---5 STEPS PROCESS
1. Immersion : Gathering background information research &
immersing ...
11
Creation Process
GRAHAM WALLAS ---4 STEPS PROCESS
1. Preparation : Gathering background information
research & immersin...
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Advertisement Creative strategy & creative tactics & formats

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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.

Publié dans : Marketing
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Advertisement Creative strategy & creative tactics & formats

  1. 1. CREATIVE STRATEGY Prepared By Nijaz N
  2. 2. 2 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. 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.
  4. 4. 4 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. 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
  6. 6. 12 6 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
  7. 7. 712 7 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
  8. 8. 8 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
  9. 9. 9 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
  10. 10. 10 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
  11. 11. 11 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.

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