Ch 8

Ch 9
Creative Strategy: Creative Strategy:
Planning and Implementation
Development and Evaluation

Fajri Fitanaffan | Nauval Hakim | Yosephine Astari

 Ch 8
1. The Importance of Creativity in Creative Strategy:
Advertising
2. Advertising Creativity Planning and
3. Planning Creative Strategy Development
4. The Creative Process
5. Creative Strategy Development
The Importance
of Creativity in “Nothing is more efficient than creative advertising. Creative
advertising is more memorable, longer lasting, works with
Advertising
less media spending, and builds a fan community faster.”
- Stephan Vogel

- The manner in which the advertising message is developed

and executed is often critical to the success of the
promotional program.
- Good creative strategy and execution can often be central to
determining the success of a product or service or reversing
the fortunes of a struggling brand.
- It is important to understand that just because an ad or
commercial is creative or popular does not mean it will
increase sales or revive a declining brand.
- The success of an ad campaign cannot always be judged in
terms of sales.
 Advertising
What is Creativity?
Creativity
Different Perspectives on Advertising Creativity

There are people who argue that advertising is creative only if it sells the
product. An advertising message or campaign’s impact on sales counts more
than whether it is innovative or wins awards.

There are those who judge the creativity of an ad in terms of its artistic or
aesthetic value and originality. They contend creative ads can break through the
competitive clutter, grab the consumer’s attention, and have some impact.

Imposing too many on sales oriented communications objectives can result in

mediocre advertising, which is often ineffective in today’s competitive, cluttered
media environment. At the same time, the goal of advertising is to assist in
selling the product or service and good advertising must communicate in a
manner that helps the client achieve this goal.
Determinants of Creativity Advertising
Divergence Relevance Creativity

refers to the extent to which an the degree to which the various

ad contains elements that are elements of the ad are
novel, different, or unusual. meaningful, useful, or valuable
to the consumer.
 Advertising
Determinants of Creativity - Divergence
Creativity
Originality. Flexibility.
Ads that contain Ads that contain
elements that are different ideas or
rare, surprising, or switch from one Elaboration.
move away from perspective to Ads that contain
the obvious and another. unexpected details
commonplace.
or finish and
extend basic ideas
so they become
Synthesis. Artistic value.
more intricate,
Ads that combine, Ads that contain
complicated, or
connect, or blend artistic verbal
sophisticated.
normally unrelated impressions or
objects or ideas. attractive shapes
and colors.
 Advertising
Determinants of Creativity - Divergence
Creativity
 Advertising
Determinants of Creativity - Relevance
Creativity
Ad-to-consumer relevance
refers to situations where the ad contains execution elements that are
meaningful to consumers. For example, advertisers may use celebrities with
whom consumers identify, music that they like, or visual images and other
execution techniques that capture their interest and attention.

Brand-to-consumer relevance
refers to situations where the advertised brand of a product or service is of
personal interest to consumers. Ads for many products such as fashionable
clothing, jewelry, cosmetics, and liquor often rely on visual images to deliver
their message rather than providing specific product information.
Planning Creative Strategy

The Creative Taking Creative Creative vs Hard Creative

Challenge Risks Sell Advertising Personnel

The job of the creative It is important for The war for the soul Integrated marketing
team is challenging clients to take some of advertising has communications
because every risks if they want been endlessly fought requires creative
marketing situation is breakthrough between those who thinking from everyone
different and each advertising that gets believe ads should (account services &
planning, media
campaign or noticed. Many move people and
planners, digital media
advertisement may marketing managers those who just want
specialists, marketing
require a different are more comfortable to move product.
and brand managers)
creative approach. with advertising that involved in the planning
simply communicates and execution of IMC
product or service programs.
features.
The Creative Process
1. Preparation

Gathering background information 2. Incubation

needed to solve the problem through
research and study. Getting away and letting ideas develop.

3. Illumination

Seeing the light or solution. 4. Verification

Refining and polishing the idea and

seeing if it is an appropriate solution.
★ Account Planning is process that involves Account
conducting research and gathering all relevant Planning
information about a client’s product or service,
brand, and consumers in the target audience.
★ Account planning plays an important role during
creative strategy development by driving the process
from the customer’s point of view
★ Planners will work with the client as well as other
agency personnel, such as the creative team and
media specialists
★ Account planners are also responsible for all
research (both qualitative and quantitative)
conducted during the creative development process
 Input to the
★ Background Research - Reading
anything related to the product,
Creative Process:
asking everyone involved with the Preparation,
product for information
★ Product/Service-Specific Research -
Incubation,
Collect information that generally Illumination
comes in the form of specific studies
conducted on the product or
services, the target audience, or
combination of the two
★ Qualitative and Quantitative Research
Input - Such as market structure and
positioning, lifestyle research, forum
group interview etc
 Input to the
Creative Process:
Verification,
Revision

★ This stage evaluates ideas generated during the illumination stage, reject
inappropriate ones, refine and polishes those that remain, and gives the
last expression.
★ Techniques used at this stage include directed focus groups; message
communication studies; portfolio tests; and evaluates measures
Creative Strategy Development
Advertising Campaign

Most ads are part of a series of

messages that make up an IMC or
advertising campaign, which is a set
of interrelated and coordinated
marketing communication activities
that center on a single theme or idea
that appears in different media
across a specified time period.
Creating
Effective Ads
Slogans
 Creative Brief

1. Basic problem or issue the advertising must address

2. Advertising and communication objectives
3. Target audience
4. Major selling idea or key benefits to communicate
5. Creative strategy statement
6. Supporting information and requirements
7. Schedule (what is needed and when)
Model of
Marketing
Information
Flow
 The Search
for the Major
Selling Data
The major selling idea should emerge as the strongest
singular thing you can say about your product or service.
This should be the claim with the broadest and most
meaningful appeal to your target audience. Once you
determine this message, be certain you can live with it; be
sure it stands strong enough to remain the central issue in
every ad and commercial in the campaign
❖ Unique Selling Proposition (USP) - The
proposition that the competition either Developing
cannot or does not offer the Major
❖ Creating a Brand Image - The creative
strategy used to sell these products is based
Selling Idea
on the development of a strong, memorable
identity for the brand through image
advertising
❖ Finding the Inherent Drama -
Characteristic of the product that makes the
consumer purchase it.
❖ Positioning - Advertising is used to
establish or “position” the product or service
in a particular place in the consumer’s mind
 Ch 9
1. Appeals and Execution Styles Creative Strategy:
2. Creative Tactics
3. Client Evaluation and Approval Implementation
of Creative Work and Evaluation
 Appeals and
Execution Styles
 Advertising
Appeals
The approach used to
attract the attention of
Combination of Emotional consumers and/or
Informational/ Rational Emotional Appeals and Rational influence their feelings
Appeals
Customers’ social and/or psychological toward the product,
needs for purchasing a product or Even purely functional product
Practical, functional or utilitarian need for the
service. Relies on emotional may offer emotional benefit. service or cause.
product or service (the benefits or reasons
for owning or using particular brand) integration
E.g purchase decision in service
category usually are based on Underlying content
News appeals Feature appeals
Transform Humour Sex rational and emotional motives of ads.
ational Ad Appeal Appeal (airlines)
etc...
Product/service
Price appeal popularity
appeals Can affect the emotions of consumers
Positive mood → positive customer evaluations

Competitive
Other Appeals
advantage
appeals Advertising campaigns with purely Reminder Teaser
emotional content are nearly twice as Ads Ads
likely to generate large profit gains than
only rational content User Generated
Content (UGC)
 Example:
Informational
/Rational Ads
News Appeal | Burger King

Price Appeal | Burger King

Popularity Appeal | Harley Davidson Motor

Feature Appeal | Burger King

 Example:
Emotional
Ads

Humour Appeal | Covid-19

Emotional Appeal | Adidas

Emotional Appeal | Love Has No Labels

 Example:
Rational+
Emotional
Ads

Feature + Humour Appeals | Porsche

Feature + Emotional Appeals | Singapore Airlines

 Example:
Other Ads

User Generated Content (UGC) | Fritolay

Teaser Ads | Nike

 Straight-sell or factual
Scientific/Technical
Demonstration Advertising
message Illustrate the key advantages
Straightforward presentation
of information concerning the
Evidence
Present technical or scientific
of the product/service by
showing it in actual use or in
Execution
evidence
product or service some staged situation
The way a particular
appeal is turned into an
Comparison Testimonial advertising message
Slice of Life
Brand particular advantage Person praises the product or
Portrays a problem or conflict presented to the
over its competitors or service on the basis of his or
that consumers might face in
positioning a new or her personal experience with consumer.
their daily lives
lesser-known brand it.

The way the content

Animation
Animated scenes are drawn
by artist or created on the
computer, cartoons, puppets,
other types of fictional
characters
Personality Symbol
Imagery is presented
Central character or
Consist primarily of visual
personality symbol that can
elements such as pictures,
deliver the ads message and
illustrations, and/or symbols
with which the company or
rather than information
brand can be identified

Dramatization
Telling short story with the Humor Combinations
product or service as the star
 Example:
Ads
Execution

Testimonial Ads | Headspace

Animation | Band Aid

Imagery | Heinz Comparison | Dove

Creative Tactics
Analyze verbal and visual elements of an ad
and discuss tactical considerations in
creating print ads and TV commercials
Headlines
Leading position of the ad-the
words that will be read first or are Creative Tactics
positioned to draw the most
attention for Print
Subheads
Advertising
Smaller than headline but larger The way a particular
than body copy
appeal is turned into an
advertising message
Body copy
presented to the
The main text portion of a print ad consumer.
is referred

The way the content

Visual Elements is presented
Attract attention, communicate an idea
or image, and work in a synergistic fashion
with the headline and
body copy to produce an effective message

Layout
Physical arrangement of the various parts of
the ad, including the headline, subheads,
body copy, illustrations, and any identifying
marks.
First thing, we have to decide the type appeals and execution of the ads before planning and producing TV commercials.
Creative Tactics
3 Phases of Production for Television
Commercial
TV is a unique and
Pre Production powerful advertising
• Selection of a director medium because it
• Selection of a production Post Production
company • Editing contains the elements
• Bidding Production • Processing of sight, sound, and
• Cost estimation and timing • Location versus • Recording of sound effects
• Audio/video mixing
motion, which can be
• Production timetable set shoots
Set construction • Night/weekend shoots • Opticals combined to create a
Location • Talent arrangements • Client–agency approval variety of advertising
• Duplicating
Agency and client approvals appeals and
Casting • Release/shipping
The period during which the executions
Wardrobes commercial is filmed or
• Pre Production meeting videotaped and recorded.
Activities and work that occur
after the commercial has been
All the work and activities that filmed and recorded.
occur before the actual Script
shooting/recording of the Written version of a
commercial. commercial that provides
a detailed description of
its video and audio
content.
 Creative Tactics
for Online
Advertising
Variety of digital ads
formats including
banner ads, search
ads, interstitial,
native ads, and
videos.

Source: mediaocean.com
Client Evaluation
and Approval of
Creative Work
 Guidelines for Evaluating Creative Output
Client
Is the creative approach
Evaluation and
Is the creative approach
consistent with the brand’s
appropriate for the target Approval of
marketing and advertising
objectives?
audience?
Creative Work
Is the creative approach
Does the creative approach
consistent with the creative
communicate a clear and
strategy and objectives? Does
convincing message to the
it communicate what it is
customer?
supposed to?

Does the creative execution keep

from overwhelming the Is the ad truthful and tasteful?
message?

Is the creative approach appropriate for

the media environment in which it is
likely to be seen?
Thank You!
 Ch 8
Ch 9
Creative Strategy: Creative Strategy:
Planning and Implementation
Development and Evaluation
 Ch 8
Ch 9
Creative Strategy: Creative Strategy:
Planning and Implementation
Development and Evaluation
 Ch 8
Ch 9
Creative Strategy: Creative Strategy:
Planning and Implementation
Development and Evaluation