1. Creative Strategy & The Creative Process

2. Class Objectives Identify members of the creative team Tell how to differentiate great advertising from the ordinary Explain the purpose of the message strategy and how it differs from the creative strategy Explain the role of the creative strategy and its principal elements Define the four roles people play at different stages of the creative process

3. The Creative Team Creative Director Ultimately responsible for the creative product from an ad agency Copywriter Art Director Responsible for the verbal message of an ad campaign, the copy Responsible for the nonverbal message of an ad campaign, the design

4. What Makes Great Advertising? Audience Resonance Great ads “reverberate” with the audience, get their attention, and make them think about the message Informational Transformational Giving information that offers relief from some real or perceived problem Uses positive reinforcement to offer a reward to the audience Best ads of 2009: http://www.youtube.com/watch?v=5TwuB3Dmnfk

5. What Makes Great Advertising? Strategic Relevance An ad may get you to think, but what is it making you think about? Audience Needs & Wants Client Goals Entertaining, captures the imagination, “wow” factor, thought-provoking Must be relevant to the marketing and advertising strategies of the company Alka Seltzer ad: http://www.youtube.com/watch?v=VFKifpMtlNs

6. What Makes Great Advertising?

8. Advertising objective

9. Target audience

10. Benefit statement

11. Support statement

12. Brand personality

15. Advertising objective

16. Target audience

17. Benefit statement

18. Support statement

19. Brand personality

21. Non-verbal

23. Message Strategy ! Graphics & visuals, and their relationship to media

24. Message Strategy ! Execution approach and mechanical outcomes; limitations and mandatories

25. Message Strategy Nonverbal communication is key in this Diet Coke ad

26. Message Strategy More nonverbal communication from Pringles

27. Message Strategy Effective message strategy? http://www.youtube.com/user/sprintnow

28. How Creativity Enhances Advertising Remind “Boom” Persuade Creativity’s Roles Inform Fact-Based Thinkers: linear thinkers who like hard data to analyze and control. Logic, structure & efficiency. Value-Based Thinkers: make decisions based on intuition, values, and moral codes. Good at using their imaginations.

29. Inform, Persuade Metaphors help readers understand the intended message in this Visa ad

30. Fact based or value based?

31. Fact based or value based?

32. The Creative Process Explorer Insight Objective Brainstorm

34. Adapt

35. Connect

36. Reverse

37. Eliminate

38. Compare

39. ParodyExplorer Insight Objective Brainstorm Develop“Big Idea” Artist

40. The Creative Process Explorer Insight Objective Brainstorm Develop“Big Idea” Artist Implement: CreativePyramid Action Desire Credibility Interest Attention

41. The Creative Process K2 Skis ad demonstrates the creative pyramid

42. The Creative Process Explorer Insight Objective Brainstorm Develop“Big Idea” Artist Implement: CreativePyramid Judge Risky,DelicateDecisions

43. The Creative Process Explorer Insight Objective Brainstorm Develop“Big Idea” Artist Implement: CreativePyramid Judge Risky,DelicateDecisions Warrior OvercomeObstacles Presentto Client