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Chapter 12: Creative Strategy and the Creative Process

The creative process of advertising is guided by specific goals and objectives and requires the development of a creative strategy or plan of action for achieving the goal. Creative strategy development actually begins with a thorough assessment of the marketing and promotional situation and a determination of what needs to be communicated to the marketer’s target audience. Creative strategy should, however, also be based on a number of other factors that are stated in the creative or copy platform | 12- Splash Creative Strategy and the Creative Process The role of public relations, sponsorships, and corporate advertising in relationship marketing and IMC Chapter Title Chapter 12 Objectives Discuss the meaning and the importance of creativity Identify members of the creative team Tell how to differentiate great advertising from the ordinary Explain the role of the creative brief List principal elements that should be included in the creative brief Explain the differences between the message strategy and creative strategy Define the four roles people play at different stages of the creative process List several techniques that creatives can use to be more productive 12- What Makes Great Advertising? Audience Resonance Informational Transformational Strategic Relevance Audience Needs & Wants Client Goals The Creative Team Copywriter Creative Director Art Director 12- What Makes Great Advertising? Rolling Stone magazine used past covers for this memorable ad Insert . | 12- Splash Creative Strategy and the Creative Process The role of public relations, sponsorships, and corporate advertising in relationship marketing and IMC Chapter Title Chapter 12 Objectives Discuss the meaning and the importance of creativity Identify members of the creative team Tell how to differentiate great advertising from the ordinary Explain the role of the creative brief List principal elements that should be included in the creative brief Explain the differences between the message strategy and creative strategy Define the four roles people play at different stages of the creative process List several techniques that creatives can use to be more productive 12- What Makes Great Advertising? Audience Resonance Informational Transformational Strategic Relevance Audience Needs & Wants Client Goals The Creative Team Copywriter Creative Director Art Director 12- What Makes Great Advertising? Rolling Stone magazine used past covers for this memorable ad Insert photo 12.2, p. 371 Rolling Stone Beatles ad Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi 12- What Makes Great Advertising? A California Department of Health transformational ad demarkets smoking 12- Formulating Advertising Strategy: The Four Elements Target Audience Product Concept Communications Media Advertising Message 12- Formulating Strategy: Writing the Creative Brief Issues to Consider Elements of the Brief Who? Why? What? Where? When? How? Objective Statement Support Statement Tone or Brand Character Statement 12- Formulating Strategy Selected advertising appeals Insert ex. 12-1, p. 375 Selected advertising appeals Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi 12- Formulating Strategy: Message Strategy Verbal Nonverbal Technical ! 12- Formulating Strategy: Message Strategy Verbal Nonverbal Technical ! 12- Formulating Strategy: Message Strategy Verbal Nonverbal Technical ! 12- Formulating .