Chapter 8 - Creative strategy: Planning and development. After completing this unit, you should be able to: To discuss what is meant by advertising creativity and examine the role of creative strategy in advertising, to consider the process that guides the creation of advertising messages and the research inputs into the stages of the creative process, to examine creative strategy development and the roles of various client and agency personnel involved in it,. | Chapter 8 Creative Strategy: Planning and Development Determinants of Creativity Divergence Originality Flexibility Elaboration Synthesis Artistic Value Relevance Ad-to-consumer Brand-to-consumer D’Arcy Masius Benton & Bowles’s Universal Advertising Standards Does the advertising position the product simply, with unmistakable clarity? Does the advertising bolt the brand to a clinching benefit? Does the advertising contain a Power Idea? Does the advertising design in brand personality? Is the advertising unexpected? Is the advertising single-minded? Does the advertising reward the prospect? Is the advertising visually arresting? Does the advertising exhibit painstaking craftsmanship? Creative versus Hard-sell Advertising Rationalists Advertising must sell the product or service Poets Advertising must build an emotional bond between consumers and brands or companies Young’s Model of the Creative Process Gathering raw material and data, and immersing oneself in the problem Immersion Analyzing the information Digestion Letting the subconscious do the work Incubation Birth of an idea Illumination Studying the idea and reshaping it for practical usefulness Reality or verification Wallas’ Model of the Creative Process Gathering background information needed to solve the problem through research and study Preparation Letting ideas to develop Incubation Finding the solution Illumination Refining the idea and analyzing whether it is an appropriate solution Verification General Preplanning Input Gather and organize information on the product, market, and competition Analyze the trends, developments, and happenings in the marketplace Product- or Service-Specific Preplanning Input Gathering information through studies conducted by the client Problem detection Branding research Psychographic studies Input Verification and Revision Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression . | Chapter 8 Creative Strategy: Planning and Development Determinants of Creativity Divergence Originality Flexibility Elaboration Synthesis Artistic Value Relevance Ad-to-consumer Brand-to-consumer D’Arcy Masius Benton & Bowles’s Universal Advertising Standards Does the advertising position the product simply, with unmistakable clarity? Does the advertising bolt the brand to a clinching benefit? Does the advertising contain a Power Idea? Does the advertising design in brand personality? Is the advertising unexpected? Is the advertising single-minded? Does the advertising reward the prospect? Is the advertising visually arresting? Does the advertising exhibit painstaking craftsmanship? Creative versus Hard-sell Advertising Rationalists Advertising must sell the product or service Poets Advertising must build an emotional bond between consumers and brands or companies Young’s Model of the Creative Process Gathering raw material and data, and immersing oneself in .
