logging in or signing up Creativity Strategy in Advertising aSGuest12953 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 6814 Category: Entertainment License: All Rights Reserved Like it (6) Dislike it (0) Added: February 12, 2009 This Presentation is Public Favorites: 3 Presentation Description No description available. Comments Posting comment... By: nellepcha (4 month(s) ago) HI ..... Loved it ....Kindly mail me this ppt at nellepcha@gmail.com .....Thanks:) Saving..... Post Reply Close Saving..... 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See all Premium member Presentation Transcript Slide 1: Creativity By Lovaraju Slide 2: 12-2 Advertising Planning Process Advertising Objectives Budget Decisions Creative Strategy Campaign Evaluation Media Strategy Brand Positioning Target Market Slide 3: 12-3 Advertising Strategy Framework: A Five-Step ProgramA. Specify the “Key Fact” B. State the Primary Marketing Problem C. State the Communications Objective D. Implement the Creative Message Strategy 1. Define the Target Market 2. Identify the Primary Competition 3. Choose the Positioning Statement*Position Statement: 1. To [target market] 2. _____ is the brand of [category need] 3. that offers [brand benefit] 4. Offer Reasons Why E. Establish Mandatory Requirements Slide 4: 12-4 Creativity is a mental and social process involving the generation of new ideas or concepts, or new associations of the creative mind between existing ideas or concepts, creativity is fueled by the process of either conscious or unconscious insight. An alternative conception of creativeness is that it is simply the act of making something new. Slide 5: 12-5 Slide 6: 12-6 Creativity in Marketing ? What We Create… Creating Added Value Creativity in… # Advertising # Public Relations # Sales Promotion Organics outdoor advertisement – Singapore Slide 7: 12-7 Creativity’s Roles How Creativity Enhances Advertising Fact-BasedThinking Value-BasedThinking vs. Inform Slide 8: 12-8 THE CREATIVE PROCESS Steps and Stages Step 1 : Immersion Step 2 : Ideation Step 3 : Brainfog Step 4 : Incubation Step 5 : Illumination Step 6 : Evaluation “The Extra For Healthy Teeth” Slide 9: 12-9 THE CREATIVE PROCESS Brainstorming A thinking technique were 6-10 people work together to come up with ideas One person’s idea stimulates someone else’s Message Objectives Perception Cognitive Affective Persuasion Transformation Behaviour Develop“Big Idea” Slide 10: 12-10 FACETS OF CREATIVE STRATEGY 1. Messages That Drive Perception Attention and Awareness Interest Memory 2. Messages That Drive Cognition 3. Messages That Touch Emotions 4. Messages That Persuade Appeals Selling Premises Benefit Promise Reason Why Unique Selling Proposition Conviction Slide 11: 12-11 FACETS OF CREATIVE STRATEGY 5. Messages That Transform Product into a Brand - Associations 6. Messages That Drive Action 7. Delivering on the Objectives and Strategies 8.Message Approaches Straightforward Demonstration Comparison Problem Solution Humor Slice of Life Spokesperson Formulating Advertising Strategy:The Four Elements : 12-12 Formulating Advertising Strategy:The Four Elements Formulating Strategy:Writing the Creative Brief : 12-13 Formulating Strategy:Writing the Creative Brief Issues to Consider Elements of the Brief Who? Why? What? Where? When? How? Objective Statement Support Statement Tone orBrand Character Statement Formulating Strategy:Message Strategy : 12-14 Formulating Strategy:Message Strategy ! Formulating Strategy:Message Strategy : 12-15 Formulating Strategy:Message Strategy ! Formulating Strategy:Message Strategy : 12-16 Formulating Strategy:Message Strategy ! Slide 17: 12-17 To influence consumer feelings toward a product, service or cause The way an appeal is turned into an advertising message Appeals and Execution Style Advertising Appeals Execution Style Slide 18: 12-18 Apple Uses a Testimonial Crest Whitestrips Uses a Demonstration Slide 19: 12-19 Slide 20: 12-20 Headline: Words in the Leading Position of the Ad Print Ad Components Slide 21: 12-21 Have aCreative Eye By Lovaraju Slide 22: 12-22 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Creativity Strategy in Advertising aSGuest12953 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 6814 Category: Entertainment License: All Rights Reserved Like it (6) Dislike it (0) Added: February 12, 2009 This Presentation is Public Favorites: 3 Presentation Description No description available. Comments Posting comment... By: nellepcha (4 month(s) ago) HI ..... Loved it ....Kindly mail me this ppt at nellepcha@gmail.com .....Thanks:) Saving..... Post Reply Close Saving..... Edit Comment Close By: lensaini (16 month(s) ago) hi there pls mail me this ppt..this would be a great help in my presentation..thanks in advance..my email address len_saini@yahoo.com.. Saving..... Post Reply Close Saving..... Edit Comment Close By: mmks123 (28 month(s) ago) hello this is really awesome...can u plzs send this ppt to bhaskarar@gmail.com. if u can send this asap it would be of great help. Saving..... Post Reply Close Saving..... Edit Comment Close By: kamesh.emani (29 month(s) ago) Hi Can u send the Creative stategy powerpoint to my mail id kamesh.emani@gmail.com,if posiible Thanks and Regards, Kamesh Emani Saving..... Post Reply Close Saving..... Edit Comment Close By: sisir_prasad (32 month(s) ago) plea! mail the ppt to sisir_prasad@rediffmail.com if you feel so. Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Slide 1: Creativity By Lovaraju Slide 2: 12-2 Advertising Planning Process Advertising Objectives Budget Decisions Creative Strategy Campaign Evaluation Media Strategy Brand Positioning Target Market Slide 3: 12-3 Advertising Strategy Framework: A Five-Step ProgramA. Specify the “Key Fact” B. State the Primary Marketing Problem C. State the Communications Objective D. Implement the Creative Message Strategy 1. Define the Target Market 2. Identify the Primary Competition 3. Choose the Positioning Statement*Position Statement: 1. To [target market] 2. _____ is the brand of [category need] 3. that offers [brand benefit] 4. Offer Reasons Why E. Establish Mandatory Requirements Slide 4: 12-4 Creativity is a mental and social process involving the generation of new ideas or concepts, or new associations of the creative mind between existing ideas or concepts, creativity is fueled by the process of either conscious or unconscious insight. An alternative conception of creativeness is that it is simply the act of making something new. Slide 5: 12-5 Slide 6: 12-6 Creativity in Marketing ? What We Create… Creating Added Value Creativity in… # Advertising # Public Relations # Sales Promotion Organics outdoor advertisement – Singapore Slide 7: 12-7 Creativity’s Roles How Creativity Enhances Advertising Fact-BasedThinking Value-BasedThinking vs. Inform Slide 8: 12-8 THE CREATIVE PROCESS Steps and Stages Step 1 : Immersion Step 2 : Ideation Step 3 : Brainfog Step 4 : Incubation Step 5 : Illumination Step 6 : Evaluation “The Extra For Healthy Teeth” Slide 9: 12-9 THE CREATIVE PROCESS Brainstorming A thinking technique were 6-10 people work together to come up with ideas One person’s idea stimulates someone else’s Message Objectives Perception Cognitive Affective Persuasion Transformation Behaviour Develop“Big Idea” Slide 10: 12-10 FACETS OF CREATIVE STRATEGY 1. Messages That Drive Perception Attention and Awareness Interest Memory 2. Messages That Drive Cognition 3. Messages That Touch Emotions 4. Messages That Persuade Appeals Selling Premises Benefit Promise Reason Why Unique Selling Proposition Conviction Slide 11: 12-11 FACETS OF CREATIVE STRATEGY 5. Messages That Transform Product into a Brand - Associations 6. Messages That Drive Action 7. Delivering on the Objectives and Strategies 8.Message Approaches Straightforward Demonstration Comparison Problem Solution Humor Slice of Life Spokesperson Formulating Advertising Strategy:The Four Elements : 12-12 Formulating Advertising Strategy:The Four Elements Formulating Strategy:Writing the Creative Brief : 12-13 Formulating Strategy:Writing the Creative Brief Issues to Consider Elements of the Brief Who? Why? What? Where? When? How? Objective Statement Support Statement Tone orBrand Character Statement Formulating Strategy:Message Strategy : 12-14 Formulating Strategy:Message Strategy ! Formulating Strategy:Message Strategy : 12-15 Formulating Strategy:Message Strategy ! Formulating Strategy:Message Strategy : 12-16 Formulating Strategy:Message Strategy ! Slide 17: 12-17 To influence consumer feelings toward a product, service or cause The way an appeal is turned into an advertising message Appeals and Execution Style Advertising Appeals Execution Style Slide 18: 12-18 Apple Uses a Testimonial Crest Whitestrips Uses a Demonstration Slide 19: 12-19 Slide 20: 12-20 Headline: Words in the Leading Position of the Ad Print Ad Components Slide 21: 12-21 Have aCreative Eye By Lovaraju Slide 22: 12-22