Chapter 8

CREATIVE STRATEGY:
PLANNING AND
DEVELOPMENT
 Advertising Creativity
Advertising creativity is the ability to generate fresh, unique
and appropriate ideas that can be used as solutions to
communications problems

Determining
Determining what
what the
the
Creative
Creative advertising
advertising message
message will
will say
say
Strategy
Strategy or
or communicate
communicate

Determining
Determining how
how the
the
Creative
Creative message
message strategy
strategy will
will be
be
Tactics
Tactics executed
executed
Planning creative strategy
 Young’s Creative Process

Get raw material and data, and

Immersion
immerse yourself in the problem

Take the information, work it over,

Digestion
wrestle with it in your mind

Turn the information over to the

Incubation
subconscious to do the work

Illumination “Eureka! I have it!” phenomenon

Study the idea, evaluate it,

Verification
reshape it for practical usefulness
Wallas’ Creative Process Model

Illumination Preparation
Seeing the Gathering
Solution Information

The
Creative
Process

Verification Incubation
Refining Setting
the Idea Problem
Aside
 Account Planning

A process that involves conducting

research and gathering all relevant
information about a client’s product or
service, brand, and consumers in the
target audience
 An Advertising Campaign

Integrated
Integrated

Interrelated
Interrelated Marketing Coordinated
Marketing Coordinated
Communication
Communication
Activities
Activities

In Centered
Centered on
on aa
In Different
Different Over
Over aa Time
Time
Media Theme
Theme or
or Idea
Idea Period
Media Period
 The Creative Brief

• Basic problem or issue the advertising

must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements
 Marketing Information Flow

Knowledge
of vital
marketing
information

Client/agency Internal agency

communication communication

Client gatekeepers Agency gatekeeper Creative staff

(Brand manager) (Account manager)

Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff
with agency
 Search for a Major Selling Idea

Finding
Finding the
the Use
Use aa Unique
Unique
inherent
inherent drama
drama Selling
Selling Position
Position

Seeking
Seeking the
the
Major
Major Idea
Idea

Positioning Create
Create aa Brand
Brand
Positioning
Image
Image
The Unique Selling Proposition (USP)

Benefit
Benefit Unique
Unique Potent
Potent

Buy
Buy this
this Must
Must be be Promise
Promise
product/serv
product/serv unique
unique to to must
must bebe
ice
ice and
and you
you this
this brand
brand or or strong
strong
get
get this
this claim;
claim; rivals
rivals enough
enough toto
benefit
benefit can't
can't oror don't
don't move
move mass
mass
offer
offer itit millions
millions
 Positioning

• Establish a particular place in the customer’s

mind for the product or service

• Based on product attributes/benefits,

price/quality, use or application, type of user, or
problem solved
Thank You