2 IMC- Creative Strategy

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Integrated Marketing

Communications

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Creative Strategy

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What is Creativity?

Advertising is creative only if it sells the product

Creativity is artistic or aesthetic value and originality

Creativity is unique and entertaining

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 Advertising Creativity

Ability to generate fresh, unique, and appropriate ideas, 

relevant to the target audience, that can be used as

solutions to communications problems

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Planning Creativity Strategy

The Creative Challenge

Taking Creative Risks

Creative Personnel

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The Creative Process

1. Immersion

2. Digestion

3. Incubation

4. Illumination

5. Reality or Veri¿cation

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Preparation, Incubation, Illumination

Background Research

Product-Service specific Research

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Verification, Revision

Rejects inappropriate ideas

Refines and polishes those that remain

Gives them final expression

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Creative Strategy Development

Advertising Campaigns

 ± Campaign Theme

Copy Platform

 ± Basic problem or issue the advertising must address ± Advertising and communications objectives

 ± Target audience

 ± Creative strategy statement (campaign theme, appeal, and

execution technique to be used)

 ± Supporting information and requirements ± Major selling idea

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Cont..

Major Selling Idea

 ± Using a unique selling proposition

 ± Creating a brand image

 ± Finding the inherent drama

 ± Positioning

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 Appeals and Execution Styles

 Advertising appeals

Approach used to attract the attention of consumers and

to influence their feelings toward the product, service, or 

cause Something that moves people, speaks to their wants or 

needs, and excites their interest

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 Advertising Appeals

Informational/ Rational appeals

 ± Emphasize features of a product or service and the benefits or 

reasons for owning or using a particular brand

Emotional Appeals ± Relate to the customers¶ social or psychological needs for 

purchasing a product or service

Combination of Rational and Emotional Appeals

Additional Types of Appeals

 ± Reminder Advertising

 ± Teaser Advertising

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 Advertising Execution

Straight Sell or Factual Message

Scienti¿c/Technical Evidence

Demonstration

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«Cont...

Comparison

Testimonial

Slice of Life

Animation

Personality Symbol

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«Cont..

Fantasy

Dramatization

Humor  

Combinations

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«Cont

Combinations

 ± Straight Sell / Factual

Message

 ± Scientific / Technical

Evidence

 ± Demonstration

 ± Comparison

 ± Testimonial

 ± Slice of Life

 ± Animation

 ± Personality Symbol

 ± Fantasy

 ± Demonstration

 ± Humour 

 ± Combination

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Recap« 

Creativity

Creative Process

Advertising Appeals

 ± Informational/ Rational ± Emotional

 ± Combination

 ± Others: Reminder and Teaser 

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«Recap

Advertising Execution

 ± Straight Sell / Factual

Message

 ± Scientific / Technical

Evidence

 ± Demonstration

 ± Comparison

 ± Testimonial

 ± Slice of Life

 ± Animation

 ± Personality Symbol

 ± Fantasy

 ± Demonstration

 ± Humour 

 ± Combination