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BUS 448 (4)
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BUS448_CH7_Notes

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Department
Business Administration
Course
BUS 448
Professor
Anjali S Bal
Semester
Winter

Description
TERMINOLOGY is highlighted in Purple Ch7. Creative Strategy Decisions Bells Talking Beavers Advertising Message (marketers perspective) way to tell a consumers how the product can solve a problem or help satisfy desires or achieve goals. Create images or associations and establish a brand position as well as transform the experience of buying and/or using a product. Everyone involved in the promotional process should understand the strategic decisions that underlie the development of advertising campaigns and messages, as well as the creative options available to the advertiser. Creative Strategy determines what the advertising message will communicate Creative Tactics how the message will be executed. Advertising Creativity Good advertising creativity can often be central to determining the success of a product as it clearly contributes to a strong brand position with its intended target audience. Creativity probably one of the most commonly used terms in advertising. Ads = creative. People who develop ads and commercials = creative specialists Advertising Creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as effective solutions to communications problems. Appropriate and effective = creative idea must be relevant to the target audience and support the Brand Positioning Strategy Target audience: capturing their attention generate critical brand associations through specic cognitive and emotional responses link to the brand, its benets, why they would purchase it Issues selective attention selective comprehension many competing promotional messages is brand understood/clear? Perspectives on what constitutes creativity: Break through competitive clutter and have positive communication effect Good public exposure Contributes to a brand positioning strategy Contributes to sales Dependent on Roles Product Managers and Account Executives: communicate favourable impressions to the marketplace fullls clients market and communicative objectives Creative communicated unique creative talents Creative positive feelings from an ad are transferred to the product or service being advertised. Communicate a relevant / meaningful message that will lead consumers to purchase the product or service. Its not creative unless it sells - balancing perspectives Planning Creative Strategy Creative specialists must take all the research, creative briefs, strategy statements, communications objectives, and other input and transform them into an advertising message. Their job is to write copy, design layouts and illustrations, or produce commercials that effectively communicate the central theme on which the campaign is based. Rather than simply stating the features or benets of a product or service they must put the advertising message into a form that will engage the audiences interest and make the ads memorable. Guidelines developed for creating effective advertising. Follow proven formulas because theyre safe. Clients uncomfortable with advertising thats too different At least 50 percent of an agencys successful work resides in the client some risk need to be taken if they want breakthrough advertising that will get noticedProcess of Creativity: (sociological view developed by James Webb Young, former creative vice president at J. Walter Thompson agency) Preparation. Read background information regarding the problem. Learning about product, target audience, competition, and any other relevant research. Incubation. Get away and let ideas develop Illumination. See the light or solution. Verication. Rene the idea and see if it is an appropriate solution. Fact-nding techniques read anything related to the product or market talk to people (marketing personnel, designers, engineers, consumers) visit stores and malls use products or service and become familiar with it work in and learn about the business General Preplanning Input books, periodicals, trade publications, scholarly journals, pictures, and clipping services. Gather and organize magazine and newspaper articles on the product the market trends and developments the competition (ads) Product / Service-specic preplanning input information from specic studies conducted on the product or service, the target audience, or a combination of the two. Quantitative consumer research: atti
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