1. Creative Planning :
Strategy & Development

2. Member
No. Student ID Name
1 080306 MD. Monirul Islam
2 080310 Reaz Hossain
3 080313 Budda Dev Sinha
4 080324 Hasibul Islam
5 080325 Sadia Nasrin
6 5310224116 Tanzina Ahmed

3. Contents:
1 The Important of Creativity in Advertising
2 Planning Creative Strategy
3 The Creative Process
4 Creative Strategy Development

4. The Importance of Creativity in Advertising
• Survive or Die
• Building brand image
• Improving brand image

5. The Importance of Creativity in Advertising

6. The Importance of Creativity in Advertising
Cannes Festival
The Olympic Games of Advertising
Major Categories
- Film ( Television )
- Press and Poster
( print and outdoor ads )
- Cyber advertising
( online marketing and adds for websites )
- Titanium Lion
(Innovative work across integrated media)
- Radio Lion

7. Planning Creative Strategy
Different Perspective on Advertising Creativity
Production side : ads as promotional
tools to communicate to the marketplace.
(such as product manager, brand manager,
account executives)
Creativity side : ads as a communication
vehicle for promoting their own aesthetic
viewpoints and personal career objective .
(such as art director, copywriter, commercial
director and producer )
To Breakthrough the clutter and make an impression on the target
audience & an ad often must be unique and entertaining

8. Planning Creative Strategy
Creativity Challenge

9. Planning Creative Strategy
Taking Creative Risk
Clients takes some risks if they want
breakthrough advertising that get noticed.
The agency can develop great advertising
partly because clients willing to take risks.
Not all companies or agencies agree that
advertising has to be risky to be effective
Goal Sell The Product

10. Planning Creative Strategy
The Perpetual Debate
Creative Hard sell Advertising
Advertising Advertising
should move should sell the
people and product and
product service
Poet Suit
Really creative in Advertising means solving problems and
building interesting brands that customer want to buy

11. Planning Creative Strategy
Creative Personnel
Less Structured
Organized
Conventional the problem
Intuition more than Logic

12. The Creative Process
Young’s Model of Graham Wallas’s
the creative process Model
1. Immersion 1. Preparation
3. Digestion
3. Incubation
5. Incubation
5. Illumination
7. Illumination
9. Reality/verification 7. Verification

13. The Creative Process
Account Planning
A process that involves conducting research and
gathering all relevant information about client’s
conducting research and gathering all relevant
information about a client’s product or service ,
brand , and consumers in the target audience

14. The Creative Process
Inputs to the Creative Process:
Preparation, Incubation, Illumination
Background Read anything
Research related to the Work in and
product or learn about
market! the client’s
business!
Ask everyone
involved for Getting Creative
information!
Input
Use the
product to
become
familiar with it!
Listen to what
people are
talking about!

15. The Creative Process
Product/Service-Specific Qualitative Research
Research Input
 Product/Service-Specific  Focus groups
Preplanning Input
 Problem detection  Ethnographic research

16. The Creative Process
Inputs to the Creative Process:
Verification, Revision
Evaluate Ideas Generated
Evaluate Ideas Generated
Reject Inappropriate Ideas
Reject Inappropriate Ideas
Objective
Refine Remaining Ideas
Refine Remaining Ideas
Give Them Final Expression
Give Them Final Expression
Directed FocusGroups
Directed Focus Groups
Message Communication Studies
Message Communication Studies
Techniques
Portfolio Tests
Portfolio Tests
Viewer Reaction Profiles

17. Creative Strategy Development

18. Creative Strategy Development
Brand ’s campaign Bear brand ’s campaign

19. Top 10 Advertising Slogans of the Century
Company or Brand Campaign or Theme
1. DeBeers Diamonds are forever
2. Nike Just do it
3. Coca-Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
7. Wheaties Breakfast of champions
8. Clairol Does she …. or doesn’t she
9. Morton Salt When it rains it pours
10. Wendy’s Where’s the beef?

20. Creative Strategy Development
Slogans Game

21. Creative Strategy Development
Copy Platform
Specifies the basic elements of the creative strategy. Maybe called;
creative platform, work plan, creative brief, creative blueprint, or
creative contract.
Copy Platform Outline
1. Basic problem or issue the advertising must address
2. Advertising and communication objectives
3. Target audience
4. Major selling idea or key benefits to communicate
5. Creative strategy statement (campaign them, appeal, and
execution technique to be used)
6. Supporting information and requirements

22. Creative Strategy Development
Major Selling Idea
Should emerge as the strongest singular thing you can say about
product or service. This should be the claim with the broadest and
most meaningful appeal to target audience. Be certain you can live
with it; it stands strong enough.

23. Creative Strategy Development
Best- Known Major Major Selling Idea Approaches

24. Creative Strategy Development
Unique Selling Proposition (USP)
1. Each advertisement must make a proposition to the consumer.
Each ad must say “Buy this product and you will get this benefit.”
2. The proposition must be unique one that the competition either
cannot easily copy or does not offer.
3. The proposition must be strong enough to move the mass millions,
pull over new customers to your brand.
4. Sustainable competitive advantage.
"You get younger-looking skin" "You get stimulation of body and mind"

25. Creative Strategy Development
Many Creative Campaigns Now Involve the Internet
 Traditional = Advertising for mass media channels such as TV, radio, print
 Modern = Online advertising
Traditional media advertising + online elements
Why must be online element
 The web is where the people are spending more time
 More opportunities available through online advertising
- Commercials are not limited by time, film
- Very few rules or restrictions
- No censor
 Consumer opportunity to interact with or even create the message

26. Creative Strategy Development
Creating a Brand Image
 Development of a strong,
memorable identity for the
brand through image
advertising.
 Particularly important when
brands are similar.
 Soft drinks, Liquor, Cigarettes,
Cars, Airlines, Financial
services, Perfume/Colognes,
Clothing

27. Creative Strategy Development
Finding the Inherent Drama
“ Is often hard to find but it is always there,
and once found it is the most interesting and
believable of all advertising appeals ”
Focus on consumer benefits with an emphasis on the
dramatic element in expressing them
 Messages generally presented in a warm, emotional
way

28. Creative Strategy Development
Positioning
 Advertising is used to establish
or “ position” the product or
service in a particular place in
the consumer’s mind
 Market leaders have established
and maintained a strong position
or identity in the minds of
customers
 Based on product attributes
/benefits, price/quality, use or
application, type of user,
problem solved