MEDIA-DRIVEN CREATIVE

STRATEGIES
In most companies and ad agencies,
the usual approach is to create print
ads and TV commercials and then
determine the media in which to place
them.
PLANNING CREATIVE
STRATEGY
THE CREATIVE CHALLENGE
The job of the creative team is challenging because
every marketing situation is different, and each
campaign or advertisement may require a different
creative approach.
TAKING A CREATIVE RISK
Many creative people follow proven formulas when
creating ads because they are safe. Clients are often risk
averse and feel uncomfortable with advertising that is too
different.
CREATIVE PERSONNEL
The image of the creative advertising person perpetuated in
novels, movies, and TV shows is often one of a
freewheeling, free-thinking, eccentric personality.
 THE CREATIVE PROCESS

1. Immersion- Gathering raw material and information through background research and
immersing yourself in the problem.

2. Digestion -Taking the information, working it over, and wrestling with it in the mind.

3. Incubation -Putting the problems out of your conscious mind and turning the
information over to the subconscious to do the work.

4. Illumination -The birth of an idea the "Eureka! I have it!" phenomenon

5. Reality or verification- Studying the idea to see if it still looks good or solves the
problem, then shaping the idea to practical usefulness
Young's process of creativity is similar to a four-step approach
outlined much earlier by English sociologist Graham Wallas:

1. Preparation -Gathering background information needed to solve

the problem through research and study.

2. Incubation- 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
PRODUCT/SERVICE-SPECIFIC RESEARCH
In addition to general background research and preplanning input,
creative people also receive product/service-specific preplanning
input.client's busin

QUALITATIVE RESEARCH INPUT

Many agencies, particularly larger ones with strong research
departments, have their own research programs and specific
techniques they use to assist in the development of creative
strategy and provide input to the creative process.
INPUTS TO THE CREATIVE PROCESS:
VERIFICATION/REVISION
The verification/revision stage of the creative
process evaluates ideas generated during the
illumination stage, rejects inappropriate ones,
refines and polishes those that remain, and gives
them final expression.

CREATIVE STRATEGY DEVELOPMENT

The written copy platform specifies the basic
elements of the creative strategy. Different
agencies may call this document a creative platform
or work plan, creative blueprint,or a creative
contract.
COPY PLATFORM
The written copy platform
specifies the basic
elements of the creative
strategy. Different agencies
may call this document a
creative platform or work
plan, creative blueprint,or a
creative contract.