TERMINOLOGY is highlighted in Purple
Ch7. Creative Strategy Decisions
Bells Talking Beavers
(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
Creative Strategy determines what the advertising message will communicate
Creative Tactics how the message will be executed.
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
capturing their attention
generate critical brand associations through specic cognitive and emotional responses
link to the brand, its benets, why they would purchase it
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
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
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
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.
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 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