Creativity Strategy in advertising

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Creativity Strategy in Advertising

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12-2 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

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12-3 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.

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12-5 Creativity in Marketing  What We Create… Creating Added Value Creativity in… # Advertising # Public Relations # Sales Promotion Organics outdoor advertisement – Singapore

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12-6 Creativity’s Roles How Creativity Enhances Advertising Fact-BasedThinking Value-BasedThinking vs. Inform

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12-7 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”

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12-8 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”

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12-9 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

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12-10 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 : 

12-11 Formulating Advertising Strategy:The Four Elements

Formulating Strategy:Writing the Creative Brief : 

12-12 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 : 

12-13 Formulating Strategy:Message Strategy !

Formulating Strategy:Message Strategy : 

12-14 Formulating Strategy:Message Strategy !

Formulating Strategy:Message Strategy : 

12-15 Formulating Strategy:Message Strategy !

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12-16 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

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12-17 Apple Uses a Testimonial Crest Whitestrips Uses a Demonstration

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12-18 Creativity Strategy in Advertising

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12-19 Headline: Words in the Leading Position of the Ad Print Ad Components

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