CHAPTER 8

CREATIVE STRATEGY: PLANNING

AND DEVELOPMENT
 Advertising Creativity

Creative Determining what the advertising message

Strategy will say or communicate

Creative Determining how the message strategy will

Tactics be executed
 What is creative advertising?

 Ability to generate fresh, unique and appropriate or

relevant ideas in the ad that can engage audience’s
interest & can make the ad memorable.

 Why need creative ads?/

Advantages
 Solid marketing and promotional plans and spending
substantial amount on ads are not enough, that is why need
creative ad campaign that can differentiate them from their
competitors.
 - Draws more attention to the brand
 - Higher level of recall
 - Greater motivation to process info
 -Deeper level of processing
 -Positively impact emotional reactions
  - Artistic or aesthetic value and
What is
originality of an ad.
creativity?
 - The idea that can break through
competitor’s clutter
 - Which can grab consumer’s
attention
 - Has to be unique and entertaining
 Importance of Creativity

Gives the brand a

Create a
unique position in favorable
the market disposition Leverage Sales
Different Perspectives on Creativity?

It isn’t creative Only artistic

if it doesn’t sell value and
originality count

Stick with Try

what works something
new

Managers Creatives
 Two Determinants of Creativity
Divergence Relevance
When ad contains novel, different or When ad elements are meaningful
unusual elements & useful to consumers

Originality Ad-to-consumer
When ad has meaningful elements to
rare
consumers
Flexibility
different ideas Brand-to-consumer
When the advertised brand is of personal
Elaboration
interest to consumer
extend basic ideas

Synthesis
ad that connect unrelated object

Artistic Value
artistic impression
  Ad should move people to buy the
brand—hard-sell
 Ad should build an emotional bond
Creative between consumers and the brand
that goes beyond ad- creative
VS Hard-
sell ad  So ad should be creative and enjoyable
enough so that consumers don’t avoid
it, yet it will able to sell the product.
 Unconventional

Less structured
Abstract

Creative
Less Organised Personnel Intuitive
 Creative Strategy Development
Specify basic
elements of creative
strategy. Work plan
Determine an unified
theme through slogan
that reduces the key
ideas into few words Creative Brief Strongest singular
thing you can say abt
the product

Advertising Search &

Campaign Develop
Major
Selling Ideas
Campaign
themes
 The Creative Brief outlines
The Basic Elements of Creative Strategy

• Basic problem or issue the advertising must address

• Advertising and communications objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and requirements
 4 Approaches To
Use unique selling
preposition
(strong enough to convince) Guide For A Major
Create brand image Selling Idea
That can appeal to
product user

Find the inherent

drama
Go beyond the stereotype
impression
Positioning
Msg presented in warm and
Establish the product in a
emotional way
particular place in
consumer’s mind
Ex: BMW positioned as the
ultimate driving car
THANK YOU