12-2

Advertising Planning Process

Target Market

Brand
Positioning

Advertising
Advertising Objectives
Objectives
Budget
Budget Decisions
Decisions
Creative
Creative Strategy
Strategy

Media
Media Strategy
Strategy

Campaign
Campaign Evaluation
Evaluation

Advertising Strategy Framework: A Five-Step

Program
A. 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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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

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Creativity in Marketing
What We Create
Creating Added Value
Creativity in
# Advertising
# Public Relations
# Sales Promotion
Organics outdoor advertisement
Singapore

How Creativity Enhances

Advertising

12-7

Creativitys Roles
Inform

Fact-Based
Thinking

Persuade

Remind

vs.

Boom

Value-Based
Thinking

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

12-8

12-9

THE CREATIVE PROCESS

Brainstorming
A thinking technique were 6-10 people work together to come
up with ideas
One persons idea stimulates someone elses

Message Objectives
-

Perception
Cognitive
Affective
Persuasion
Transformation
Behaviour

Develop
Big Idea

Concept Transformation

Adapt

Imagine

Reverse

Connect

Compare

Eliminate

Parody

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
o Benefit
o Promise
o Reason Why
o Unique Selling Proposition
Conviction

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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

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Formulating Advertising Strategy:

The Four Elements
Target
Audience

Advertising
Message

Product
Concept

Communications
Media

Formulating Strategy:
Writing the Creative Brief

12-13

Issues to Consider

Elements of the Brief

Who?

Objective
Statement

Why?
What?
Where?
When?
How?

Support
Statement
Tone or
Brand Character
Statement

Formulating Strategy:
Message Strategy
Verbal

Nonverbal

12-14

Technical

Formulating Strategy:
Message Strategy
Verbal

Nonverbal

12-15

Technical

Formulating Strategy:
Message Strategy
Verbal

Nonverbal

12-16

Technical

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Appeals and Execution Style

Advertising
Advertising
Appeals
Appeals

The
The approach
approach used
used to
to attract
attract
the
the attention
attention of
of consumers
consumers
To
To influence
influence consumer
consumer
feelings
feelings toward
toward aa product,
product,
service
service or
or cause
cause

Execution
Execution
Style
Style

The
The way
way an
an appeal
appeal is
is turned
turned
into
into an
an advertising
advertising message
message
The
The way
way the
the message
message is
is
presented
presented to
to the
the consumer
consumer

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Crest Whitestrips
Uses a Demonstration

Apple Uses a Testimonial

12-19
Strategy
Review
Board

Video
Productio
n Facility

Executive
Creative
Director(ECD)
Creative
Director(CD)
Associate
Creative
Director(ACD)
Creative
Group:
CopySpvr.&
Copywriters

ArtSupervisor
&ArtDirectors

Broadcast
Production
Traffic

Print
Production

Print Ad
Components

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Headline:
Headline:
Words
Words in
in the
the Leading
Leading Position
Position of
of the
the Ad
Ad

Subheads:
Subheads:
Smaller
Smaller Than
Than the
the Headline,
Headline, Larger
Larger Than
Than the
the Copy
Copy

Body
Body Copy:
Copy:
The
The Main
Main Text
Text Portion
Portion of
of aa Print
Print Ad
Ad
Visual
Visual Elements:
Elements:
Illustrations
Illustrations Such
Such As
As Drawings
Drawings or
or Photos
Photos
Layout:
Layout:
How
How Elements
Elements Are
Are Blended
Blended Into
Into aa Finished
Finished Ad
Ad

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