Creative way

of thinking
1. Free association
- Creates the juxtaposition of two seemingly
unrelated thoughts. In free association you
think of a word and then describe everything
that comes when you imagine the word.
2. Divergent thinking
- Heart of creative thinking, uses association and
exploration ( playfulness) to search for all
possible alternatives.
3. Analogies and metaphors
- Used to see patterns or relationships
- New ideas often were expressed as analogies
train people to approach problem solving by
applying it.
4. Right Brain Thinking
- A left-brain dominant person is pressured to be
logical, orderly and verbal.
- Right brain dominant person tends to deal in
expensive visual images. Emotions, intuition and
complex interrelated ideas that must be
understood as a whole rather than as pieces.
CREATIVE ROLES
Copywriter and Art Director
• They are responsible for developing the
creative concept and crafting the execution
idea.
• They work in teams & are sometimes hired
as a team, & may work together
successfully in number.
Copywriter
- The person who writes the next ad
- The person who is primary responsible for the
visual image of an advertisement.
Broadcast Producer
- Also part of the team for television
commercials
How the advertising brings creativity
• In the way of advertising creativity is a
product of teamwork copywriters and art
directors must develop toward skills.
• Creative writing & imagery are essential
to effective advertising
• Usually both members of creative tem
generate concept, word and picture
ideas.
• The concept may come to mind as visual,
phrase or through that uses both visual &
verbal expression.
If begins as a phrase
• The next step is to try to visualize what the
concept looks like.

If begins as an image
• The next step is to develop words that
express what the visual is saying.
Art & Copy
- Two most important creative tools in the
creative person’s tool kit.
- Well integrated advertising the words and
pictures works together to present the
creative concept.
6 key points to learn & when to use
visual affectivity:
1. ATTENTION
2. INSTANT COMMUNICATION
3. MEMORY
4. DEMONSTRATION
5. BRAND REMINDER
6. DISTINCTION
Implications:

• If the message is complicated, words are

useful?
- Because they can be more specific and can
be reread.
• If the ad is for high involvement
product & the purchase is deliberated
& well considered?
- Then the more information, the
better to the people.
ART DIRECTION
Art Director
• The person who is responsible for the graphic
image of the advertisement.
• Also composes the visual in both print and
video and lays out the ad element in print.
• Chief Designer
• Is also part of the creative team for television.

Artist
• May do the specific illustrations or renderings
Color association
• Can be an important part of a brand image

IBM
• Uses the color so extensively that the
company is often referred as “Big Blue”
The implication to the Symbolic
meaning of the colors:
1. Warm Colors
• Red – may symbolize alarm & danger
as well as warmth
• Yellow
2. Bright and Happy
• Orange
• Yellow and red - have the most attention-
getting power
 COPYWRITING

Copywriter
• The person who shapes and sculpts
the words in an advertisement
• They are preoccupied with language
 Multimedia Planning Strategy
TERMS:
1. Media Planning
- Consist of the series of decisions involved in
the delivery of the promotional message to
the prospective purchases and/or users of the
product or brand.
- Process of determining how to use time and
space to achieve marketing objectives.
2. Medium
- Is the general category of available delivery
systems
3. Media Vehicle
- The specific arrives within a medium category.
4.Reach
- A measure of the numbers of different
audience members exposed at least once a
moth to a media vehicle
5. Coverage
- Refers to the potential audience that might
receive a measure through a vehicle
6. Frequency
- Refers to the members of time the receiver
is exposed to the media vehicle in a specified
period not necessary the end.
 The Media Plan
Purpose: to determine the best way to get the
advertisers message to the market.

Problem in the Media Plan:

1.Insufficient Information
• Is not available – cannot be measured &
expensive to measure
2. Inconsistent Technologies
• Costs bases vary from medium to medium
3. Time Pressures
• Pressuring coming from competitors
4. Measure of Effectiveness
• Hard to measure effectiveness; ads &
promotion making it difficult.
Importance of Creativity in Advertising:

• Most interesting aspect of

advertising
• Important part of the marketing
process
Advertising Creativity
• One of the most commonly used terms in
advertising
• Said to be creative if the advertisement
can sell the products
• Turning all information regarding
product features & benefits,
marketing plans, consumer research
& communication objectives into
concept that will bring the message to
life.
• It is the ability to generate fresh,
unique and appropriate ideas that
can be used as solutions to
communicate problems.
Advertisements:
• Promotional tools
• Primary purpose: to communicate
favorable impressions to the marketplace.
• Goal : to assist in selling the
goods/services
Creative Advertising Message:
- Built around a creative core or power
idea and uses excellent design and
execution to communicate information
that interest the target audience.
 The Creative Challenge:
1. Take all research, creative beliefs,
strategy statements, communication
objectives and other inputs.
2.Transform this information into
message.
3. Write copy, design layouts &
illustrations or produce commercials
that effectively communicate the
central theme to which the campaign is
based.
4. State the features or benefits of
the products or services.
5. Put the advertising message into a
form that will engage the audience’s
interest.
 The creative personnel
- Developed by James Webb Young

1. Immersion – gathering raw materials

and info thru background research &
immersing yourself in the problem.
2. Digestion – taking the information,
working it over and wrestling it with the
mind.

3. Incubation – putting the problems out of

your conscious mind & turning the info over
the subconscious to do the work.
4. Illumination – the birth of an idea.

5. Reality or verification – studying the

idea if it still looks good or solves the
problem then shaping the idea to
practical usefulness.
4 step approach by Graham Wallas

1. Preparation – gathering background

information needed to solve the problem
thru research and study.

2. Incubation
3. Illumination – seeing the light or solution.

4. Verification – refining and polishing the

idea and seeing if it is an appropriate
solution.
 Account Planning
Process that involves conducing
research and gathering relevant
information's about a client’s product
or service, brand, and consumers in
target audience.
 Background Research
• Client’s goods/services
• Target market
• Competition
• General trends, conditions and
developments in the marketplace
• Specific advertising approaches and
techniques
Product/service- Specific Research
• Quantitative and qualitative consumer
research
• Attitude studies, market structure and
positioning studies such as perceptual
mapping and lifestyle research, focus group
interviews and demographic and
psychological profiles of users of a particular
goods/services.
 Qualitative Research Input
Focus Groups
• A research method whereby consumers from
the target market are les through a discussion
regarding a particular topic.
 CREATIVE STRATEGY DEVELOPMENT
Advertising Campaign
• Set of interrelated and coordinated marketing
communication activities that center on a
single theme or idea that appears in different
media across a specified time or period.
• Campaign theme
 strong idea or the central message
that will be communicates in all the
advertising and other promotional
activities.
Copy Platform
• Specifies the basic elements of the creative
strategy.

1. Basic problem/issue that the advertising

must address
2. Advertising and communication objectives
3. Target audience
4. Major selling idea or key benefits
5. Creative strategy statement
6. Supporting information and
requirements
How to Develop an Effective Advertising?

• Using unique selling proposition

 Was developed by Rosser Reeves
 Gives them sustainable competitive
advantages that competitors cannot easily
copy
• Creating a brand image
 Based on the development of a strong,
memorable identity for the brand thru image
advertising
• Finding the inherent drama
 Determine the characteristics of the
product that makes the consumer purchase
it.
• Positioning
 Establishing the goods/services in a
particular place in the consumer’s mind.
Strategy and Creativity
 A creative concept in advertising is to
dance to the tune of two different
masters:
 Originality and Strategy
Strategic Creativity
- It has to be targeted ,but it also has to be
well positioned.
- Creative person, targeting means being
able to identify with the target audience.
- The audience must be able at the heart
of strategy and copy written have to be
able to identify with his consumer and
their experience using a product.
Positioning
- Is as important as targeting.

Structural Analysis
- Approach of analyzing the message design
that keeps both strategy and creativity
working together.
3 Steps in Structural Analysis:
1. Evaluate the power of the narrative or
story line
2. Evaluate the strength of the product claim
3. Consider how well the aspects and
integrated – that is, how the story line,
the claim of life.
• The creative team checks to see
where her overpower the claim or
whether the claim is strong but there
is not memorable story.
 Creative Thinking
- How do you make the creative leap
and get ideas? Creativity is a special
form of problem solving and
everyone is born with some talent in
the area.
 Steps Idea – generating process
1. Facts – the first exercise are left brain and ask
you to come up with a list of facts about a
product.

2. New names – creative new “names” for the

product.
4. Similarities – third exercise looks for
similarities between dissimilar objects.

5. New definitions – fourth exercise, a cousin of

the pun, creates new definitions for product –
related nouns.