2. DEFINITION
⢠Creativity is the act of turning new and imaginative ideas into reality
⢠Coming up with improved solutions to problems
⢠Succeeding in moving customer to action
3. CREATIVE STRATEGY
⢠The number and variety of adverts (Ads) appears to be infinite.
⢠There are a number of distinctive creative strategies that have
evolved over the years. Some ads fall into more than one of
these categories.
⢠There are Seven categories of creative strategies include the
following
4. 7 CATEGORIES OF CREATIVE STRATEGIES
⢠GENERIC STRATEGY
Here the organizations make no attempt to differentiate its brand from its competitors e.g OMO and surf ads
PRE â EMPTIVE STRATEGY
Here an organization attempts to take ownership of an ordinary claim, thereby making it difficult for other
competitors to highlight the attribute in question Such as this Adidas TV commercial, the slogan is âImpossible is
Nothingâ. In fact this can be used for every sports brand, but Adidas creative it at first, and mix it with their brand
image and products performance. It is successful.
5. â˘UNIQUE-SELLING-PROPOSITION STRATEGY
⢠The advertiser makes a superiority claim based on a unique
product attribute that represents a distinct meaningful consumer
benefit e.g bulbs (neon styled) produced by Philips have longer
life span than traditional light bulbs.
⢠BRAND-IMAGE STRATEGY
⢠This is about highlighting psychological differences between
products e.g the Mercedes Benz star
6. â˘POSITIONING STRATEGY
⢠Has a direct effort at comparison with competitive products e.g
Duracell lasting six times longer than any other batteries
â˘RESONANCE STRATEGY
⢠Here the ad will attempt to strike a chord with customers
e.g Castle larger (Inqaba) ads being associated with the
sportsperson (Castle Larger and the Proteas)
8. 2. The copy
3. Visualisation
4. Ad creation
1. The brief
5. Launching the campaign
9. 5 STAGES OF THE CREATIVE PROCESS
The Brief
⢠Is an encapsulation of what the core message is that the organization wants to carry
across to their target audience, but it is also likely to include some of the following
elements
ďśA description of the product/service to be advertised
ďśA condensed profile of the target audience
ďśThe medium/media to be used
ďśThe type of advertisement required (informative, argumentative, humorous, etc.)
ďśThe key proposition (deprived from the core message)
ďśReasons behind the key proposition
10. THE BRIEF (CONTND)
ďśAny supporting benefits
ďśExisting target audience perceptions
ďśDesired outcome in terms of target audience
ďśDesired outcome in terms of target audience action
ďśAny constraints
ďśInclusions required in ad
11. THE COPY
⢠The copy-writing process has to do with finding the right words to gain the Attention,
Interest, Desire, Conviction, Action, and Satisfaction (AIDCAS) of the target audience
⢠Process involves:
ďśUndertaking research to determine what words or phrases will motivate the target
audience
ďśEstablish a copy structure that depicts where the text will be positioned and what
elements the copy will comprise
ďśThe actual copy itself (contents of the ad)
ďśThe copy style (manner in which words are presented)
12. VISUALIZATION
⢠Visual message is embodied in drawings, photographs, illustrations,
animations, video clips and or sound segments.
⢠It is important that the visual elements support the copy of the ad
⢠Visualization also has A.I.D.C.A.S, because humans are influenced to a large
extent by what they see, rather than what they read.
⢠Recall of a visual ad is much higher than in the case of copy only.
13. AD CREATION
⢠Here the ad gets produced.
⢠This is where the graphic artists, illustrators, photographers, video producers
and audio engineers come into play.
14. LAUNCHING THE CAMPAIGN
⢠Finally the ad campaign is launched.
⢠Usually comprises a roll-out over a period of time
⢠An advertising schedule will be necessary to pin-point when
and where ads will be run
15. EVALUATION AND FEEDBACK
⢠You receive feedback on whether you are on track and whether your efforts
have been worthwhile.