Ch8 Creative Planning : Strategy & Development

Creative Planning :Creative Planning :Strategy & DevelopmentStrategy & Development

Contents:Contents:

The Important of Creativity in Advertising1

2

The Creative Process3

Creative Strategy Development4

Planning Creative Strategy

• Survive or Die

• Building brand image

• Improving brand image

1. The Importance of Creativity in 1. The Importance of Creativity in Advertising Advertising

1. The Importance of Creativity in 1. The Importance of Creativity in Advertising Advertising

1. The Importance of Creativity in 1. The Importance of Creativity in Advertising Advertising

Cannes FestivalThe Olympic Games of Advertising

Major Categories - Film ( Television ) - Press and Poster ( print and outdoor ads ) - Cyber advertising

( online marketing and adds for websites ) - Titanium Lion

(Innovative work across integrated media) - Radio Lion

2. Planning Creative Strategy2. Planning Creative Strategy

Different Perspective on Advertising Creativity Different Perspective on Advertising Creativity

Production side Production side : ads as promotional tools to communicate to the marketplace.

(such as product manager, brand manager, account executives)

Creativity side Creativity side : ads as a communication vehicle for promoting their own aesthetic viewpoints and personal career objective .

(such as art director, copywriter, commercial director and producer )

To Breakthrough the clutter and make an impression on the target audience & an ad often must be unique and entertaining

2. Planning Creative Strategy2. Planning Creative Strategy

Creativity ChallengeCreativity Challenge

Taking Creative RiskTaking Creative Risk

Goal Sell The Product

2. Planning Creative Strategy2. Planning Creative Strategy

Clients takes some risks if they want breakthrough advertising that get noticed.

The agency can develop great advertising partly because clients willing to take risks.

Not all companies or agencies agree that advertising has to be risky to be effective

The Perpetual DebateThe Perpetual Debate

Really creative in Advertising means solving problems and Really creative in Advertising means solving problems and building interesting brands that customer want to buybuilding interesting brands that customer want to buy

Creative Hard sell Advertising

Advertising should move people and

product

Advertising should move people and

product

Advertising should sell the

product and service

Advertising should sell the

product and service

Poet Suit

2. Planning Creative Strategy2. Planning Creative Strategy

Creative PersonnelCreative PersonnelLess StructuredLess Structured

Organized Organized

Conventional the problemConventional the problem

Intuition more than LogicIntuition more than Logic

2. Planning Creative Strategy2. Planning Creative Strategy

3. The Creative Process3. The Creative Process

1. Immersion

2. Digestion

3. Incubation

4. Illumination

5. Reality/verification

1. Preparation

2. Incubation

3. Illumination

4. Verification

Young’s Model of Young’s Model of the creative process the creative process

Graham Wallas’sGraham Wallas’sModel Model

3. The Creative Process3. The Creative Process

Account PlanningAccount Planning

A process that involves conducting research and gathering all relevant information about client’s conducting research and gathering all relevant information about a client’s product or service , brand , and consumers in the target audience

3. The Creative Process3. The Creative Process

Inputs to the Creative Process: Inputs to the Creative Process: Preparation, Incubation, IlluminationPreparation, Incubation, Illumination

Ask everyone involved for information!

Read anything related to the

product or market!

Work in and learn about the client’s business!

Use the product to become

familiar with it!Listen to what

people are talking about!

Getting Creative Input

Background Research

3. The Creative Process3. The Creative Process

Product/Service-Specific Preplanning Input

Problem detection

Product/Service-Specific Preplanning Input

Problem detection

Focus groups

Ethnographic research

Focus groups

Ethnographic research

Product/Service-Specific Product/Service-Specific ResearchResearch

Qualitative Research Qualitative Research InputInput

3. The Creative Process3. The Creative Process

Inputs to the Creative Process: Inputs to the Creative Process: Verification, RevisionVerification, Revision

Evaluate Ideas GeneratedEvaluate Ideas Generated

Reject Inappropriate IdeasReject Inappropriate Ideas

Refine Remaining IdeasRefine Remaining Ideas

Give Them Final ExpressionGive Them Final Expression

Directed Focus GroupsDirected Focus Groups

Message Communication StudiesMessage Communication Studies

Portfolio TestsPortfolio Tests

Viewer Reaction ProfilesViewer Reaction Profiles

Portfolio TestsPortfolio Tests

Message Communication StudiesMessage Communication Studies

Directed Focus GroupsDirected Focus Groups

Give Them Final ExpressionGive Them Final Expression

Refine Remaining IdeasRefine Remaining Ideas

Reject Inappropriate IdeasReject Inappropriate Ideas

Evaluate Ideas GeneratedEvaluate Ideas Generated

Objective

Techniques

3. The Creative Process3. The Creative Process

Storyboard

is a series of drawings used to present the visual plan or layout of a proposed commercial. It contains a series of sketches of key frames or scenes along with the copy of audio portion for each scene.

Testing a Commercial

Marketers can gain insight into consumers’ reactions to a commercial by showing them a storyboard.

Sample of Storyboard – 12 Plus

Sample of Storyboard – Close upSample of Storyboard – Close up

4. Creative Strategy Development4. Creative Strategy Development

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สร�างสรรค� เพื่��อพื่�ฒนากัารไม�ร��จบ”

4. Creative Strategy Development4. Creative Strategy Development

Top 10 Advertising Slogans of the CenturyTop 10 Advertising Slogans of the CenturyCompany or Brand Campaign or Theme

1. DeBeers Diamonds are forever

2. Nike Just do it

3. Coca-Cola The pause that refreshes

4. Miller Lite Tastes great, less filling

5. Avis We try harder

6. Maxwell House Good to the last drop

7. Wheaties Breakfast of champions

8. Clairol Does she …. or doesn’t she

9. Morton Salt When it rains it pours

10. Wendy’s Where’s the beef?

4. Creative Strategy Development4. Creative Strategy Development

Slogans GameSlogans Game

Copy Platform Copy Platform Specifies the basic elements of the creative strategy. Maybe called; creative platform, work plan, creative brief, creative blueprint, or creative contract.

1. Basic problem or issue the advertising must address

2. Advertising and communication objectives

3. Target audience

4. Major selling idea or key benefits to communicate

5. Creative strategy statement (campaign them, appeal, and execution technique to be used)

6. Supporting information and requirements

Copy Platform OutlineCopy Platform Outline

4. Creative Strategy Development4. Creative Strategy Development

Model of Marketing Info FlowModel of Marketing Info Flow

4. Creative Strategy Development4. Creative Strategy Development

Creative Staff

Internal Client Decision on How Much Info

Should be Shared with the Agency

Client Gatekeepers

(Brand Manager)

Art is Created

Agency Gatekeepers

(Account Manager)

Client / Agency Client - Agency Communication

Internal Agency Communication

Agency Gatekeeper’s Decision on How Much

Client Info to Share with Creative Staff

Knowledge of Vital Marketing Info

(From the Marketing Manager to the Creative Staff)

4. Creative Strategy Development4. Creative Strategy Development

Major Selling Idea Major Selling Idea Should emerge as the strongest singular thing you can say about product or service. This should be the claim with the broadest and most meaningful appeal to target audience. Be certain you can live with it; it stands strong enough.

4. Creative Strategy Development4. Creative Strategy Development

Best- Known Major Major Selling Idea ApproachesBest- Known Major Major Selling Idea Approaches

4. Creative Strategy Development4. Creative Strategy Development

Unique Selling Proposition (USP)Unique Selling Proposition (USP)1. Each advertisement must make a proposition to the consumer.

Each ad must say “Buy this product and you will get this benefit.”

2. The proposition must be unique one that the competition either cannot easily copy or does not offer.

3. The proposition must be strong enough to move the mass millions, pull over new customers to your brand.

4. Sustainable competitive advantage.

"You get younger-looking skin" "You get stimulation of body and mind"

"  http://forum.mthai.com/view_topic.php?table_id=1&cate_id=34&post_id=53046

4. Creative Strategy Development4. Creative Strategy Development

Many Creative Campaigns Now Involve the InternetMany Creative Campaigns Now Involve the Internet Traditional = Advertising for mass media channels such as TV, radio, print Modern = Online advertising Traditional media advertising + online elements

Why must be online element Why must be online element The web is where the people are spending more time More opportunities available through online advertising

- Commercials are not limited by time, film- Very few rules or restrictions- No censor

Consumer opportunity to interact with or even create the message

4. Creative Strategy Development4. Creative Strategy Development

Creating a Brand ImageCreating a Brand Image

Development of a strong, memorable identity for the brand through image advertising.

Particularly important when brands are similar.

Soft drinks, Liquor, Cigarettes, Cars, Airlines, Financial services, Perfume/Colognes, Clothing

http://www.youtube.com/watch?v=Lc7E9VRp4WQ

4. Creative Strategy Development4. Creative Strategy Development

Finding the Inherent DramaFinding the Inherent Drama

“ Is often hard to find but it is always there, and once found it is the most interesting and

believable of all advertising appeals ”

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Messages generally presented in a warm, emotional way

http://clip.ruammid.com/video-XdCq4j9zjpE--%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B9%84%E0%B8%97%E0%B8%A2%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B8%81%E0%B8%B1%E0%B8%99%E0%B8%8A%E0%B8%B5%E0%B8%A7%E0%B8%B4%E0%B8%95%E0%B8%AE%E0%B8%AD%E0%B8%95%E0%B9%84%E0%B8%A5%E0%B8%99%E0%B9%8C.html

4. Creative Strategy Development4. Creative Strategy Development

Advertising is used to establish or “ position” the product or service in a particular place in the consumer’s mind

Market leaders have established and maintained a strong position or identity in the minds of customers

Based on product attributes /benefits, price/quality, use or application, type of user, problem solved

PositioningPositioning

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MemberMemberNo. Student ID Title Name Surname

1 5310224061 Mr. Piyapong Buaban

2 5310224069 Miss. ChorKaew Rahong

3 5310224073 Mr. Ungkrandecha Boonmasuab

4 5310224085 Miss Sirimas Theerapharp

5 5310224087 Miss Phatthranit Rueangputtisak

6 5310224091 Mr. Jatupol klangprapun

7 5310224095 Mr. Prasopchoke Puangsa-ard

8 5310224102 Miss Wiwan Popet

9 5310224109 Mr. Akrapol Pornprayuth

10 5310224114 Miss Pariyarat Chantraprasit

11 5310224116 Miss Weeraya Klinhom