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Strategy Big Idea

The document discusses creative strategy in advertising. It defines creative strategy as defining the important choices needed to develop a marketing message, including what will be said about the product or service and how consumers should think about the brand. A creative strategy has three steps - stating the purpose of the advertising, choosing a method to convince the target audience, and determining the tone and mood. Creative strategies can drive perception, cognition, emotions, actions, and transform how a product is viewed. The planning process involves a creative brief summarizing the marketing strategy and execution suggestions. Creation follows models with steps like immersion, incubation, illumination and verification.

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Rameez Hassan
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86 views40 pages

Strategy Big Idea

The document discusses creative strategy in advertising. It defines creative strategy as defining the important choices needed to develop a marketing message, including what will be said about the product or service and how consumers should think about the brand. A creative strategy has three steps - stating the purpose of the advertising, choosing a method to convince the target audience, and determining the tone and mood. Creative strategies can drive perception, cognition, emotions, actions, and transform how a product is viewed. The planning process involves a creative brief summarizing the marketing strategy and execution suggestions. Creation follows models with steps like immersion, incubation, illumination and verification.

Uploaded by

Rameez Hassan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Lecture 5

CREATIVE STRATEGY
Maro yah Mar Jao
The Advertising Process
Is the idea that Short-term
advertiser select for decision about
communicating the Tact specific, tangible
strategic message ics tasks related to
in a creative way
advertising
method, media
Creative
Execution
Message that
advertiser gives to Deals with Physical
solve a
communication
Big Idea forms of
advertisement like
related problem story, script, words,
color etc

Advertising Strategy

2
Creative Strategy
• A creative strategy defines the important strategic choices required to
develop a marketing message.
• The creative strategy (often called a copy or advertising strategy) defines
what you will say about your product or service.
• It explains how you want consumers to think about your Brand.

• Creative strategy
• Where the art and science of – What the advertisement
advertising come together says
– Also called message strategy
• A Big Idea must be • Creative execution
– How it is said
– Creative
– Strategic
3
Creative Strategy in 3 Easy Steps

1. PURPOSE OF THE ADVERTISING:


 Who are you talking to and what do you want to
convince them to think, feel, believe, or do?
2. METHOD:
 How will you convince them of that?

3. TONE AND MOOD:


 What will be the tone and mood of your
communication?

4
Head and Heart Strategies

• Two basic approaches to translating message


objectives into strategy
• Hard- and Soft-Sell strategies
– Hard Sell: touches the mind and creates a response
based on logic
– Soft Sell: uses emotional appeals or images to create a
response
Facts of Creative Strategy
Drive Perception Drive Cognition
• Attention and awareness • These messages get consumers to
• Interest learn about products by focusing

• Memory on a product’s features

Touch Emotions Persuade


• Highlight psychological • Appeal
attraction of the product to the • Selling premises
target audience through • Conviction
emotional responses
12 6
Facts of Creative Strategy
Transform Product Drive Action
• Branding • A signature that serves to
• Image advertising is used to identify the company or
create a representation in brand
the customer’s mind • Also serves as a call to
• Associations action if it gives direction to
the consumer about how to
respond

12 77
Planning and Managing
Creative Strategy
• Creative brief Strategy Decisions

 Prepared by the account • The problem

planner, summarizes the • The objectives

marketing and advertising • The target market


strategy • Positioning strategy
 Vary in format, but must • Type of creative strategy
combine basic strategy • Selling premise
decisions
• Execution suggestions

8
Planning and Managing Creative
Strategy
• Message execution • Global campaigns
– The form in which the – Require ad work that
addresses advertising
ad’s message is
objectives and reflects the
presented
positioning strategy
• Message tone – Usually desirable to adapt
the creative execution to the
– Reflects the emotion or
local market
attitude behind the ad

9
Creation Process
YOUNG’S MODEL ---5 STEPS PROCESS
1. Immersion : Gathering background information research &
immersing yourself in the problem
2. Digestion : Taking the information, working it over, and
wrestling with it in the mind
3. Incubation : Turning the information over to work. Putting the
problems out of mind.
4. Illumination : The birth of an idea.
5. Reality or Verification :Studying the idea to see it still looks
good or solves the problem

10
Creation Process

GRAHAM WALLAS ---4 STEPS PROCESS

1. Preparation : Gathering background information research &

immersing yourself in the problem

2. Incubation : Getting away & letting ideas develop

3. Illumination : Setting the light or solution.

4. Verification : Refining and polishing the idea and seeing

if it is an appropriate solution.

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