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Creative Strategy:

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Allstate Insurance. You're in good hands with Allstate. Hallmark cards ... State Farm Insurance. Like a good neighbor, State Farm is there. Timex watches ... – PowerPoint PPT presentation

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Title: Creative Strategy:


1
Chapter 8
  • Creative Strategy
  • Planning and Development

2
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3
What is Creativity?
  • "Every act of creation is first of all an act of
    destruction".Pablo Picasso
  • "Imagination is more important than
    knowledge."Albert Einstein

4
What is Creativity?
  • Definition Characterized by originality and
    expressiveness, imaginative.
  • Anyone can have creativity because creativity is
    simply thinking in a new direction. Come up with
    as many different solutions to a problem as you
    can. Consider combinations and connections that
    have not been tried before. Regardless of the way
    something has been done in the past, think of how
    you could do a job more quickly or efficiently
    than ever before.
  • Creativity generally refers to the initial spark
    of ideas, and theres no such thing as a bad idea
    when youre thinking creatively. Later, you can
    move on to discriminate between ideas and to
    practically think about implementing a chosen
    idea. At this point, you move into the field of
    innovation, which is the implementation a new
    idea. Coming up with the new idea, though,
    belongs to the realm of creativity.

5
Young's Creative Process
  • Immersion
  • Getting raw material or data, immersing one's
    self in the problem to get background.
  • Digestion
  • Ruminating on the data acquired, turning it this
    way and that in the mind.
  • Incubation
  • Ceasing analysis and putting the problem out of
    conscious mind for a time.
  • Illumination
  • Often a sudden inspiration or intuitive
    revelation about a potential solution.
  • Verification
  • Studying the idea, evaluating it, and developing
    it for practical usefulness.

6
Wallas's Creative Process
  • Preparation
  • Gathering information
  • Incubation
  • Setting problem aside
  • Illumination
  • Seeing the solution
  • Verification
  • Refining the idea

7
Inputs to the Creative Process
Reading and analysis
Working with the client
CREATIVE PROCESS
Listening to others
Trying the product
Asking Questions
Product research
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9
Bypassing the process
  • Spot Runner
  • A Los Angeles-based start-up launched a service
    that allows companies to create television ad
    campaigns over the Internet for as little as 500
    and as quickly as within one week. Spot Runner
    lets advertisers select a generic commercial from
    its library, personalize the ads and target
    customers by demographics, networks and
    neighborhoods.
  • Advertisers can buy air time on major networks,
    including local broadcast and cable channels like
    CNN and ESPN.

10
Successful Long-Run Campaigns
  • Nike
  • Just do it
  • Allstate Insurance
  • Youre in good hands with Allstate
  • Hallmark cards
  • When you care enough to send the very best
  • De Beers
  • A diamond is forever
  • Intel
  • Intel inside
  • State Farm Insurance
  • Like a good neighbor, State Farm is there
  • Timex watches
  • It takes a licking and keeps on ticking
  • Dial soap
  • Arent you glad you use Dial?

11
Means of Finding MajorSelling Ideas
  • Using a unique selling proposition

12
Unique Selling Proposition
  • Each advertisement makes a proposition to the
    customer
  • It must be one the competition cannot or does not
    offer
  • It must be strong enough to pull over new
    customers to the brand

13
The Unique Selling Proposition
  • Benefit
  • Buy this produce and you'll benefit this way or
    enjoy this reward.
  • Unique
  • Must be unique to this brand or claim something
    rivals can't or don't offer.
  • Potent
  • The promise must be strong enough or attractive
    enough to move people.

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15
Means of Finding MajorSelling Ideas
  • Using a unique selling proposition
  • Creating a brand image

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17
Creating a brand imagefirst ad in 1980
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Means of Finding MajorSelling Ideas
  • Using a unique selling position
  • Creating a brand image
  • Finding the inherent drama
  • ex Hallmark

21
Means of Finding MajorSelling Ideas
  • Using a unique selling position
  • Creating a brand image
  • Finding the inherent drama
  • Positioning

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23
A PG Detergent for Every Need
Brand Tide Cheer Bold Gain Era Dash Oxydol Solo Dr
eft Ivory Ariel
Positioning Tough, powerful cleaner Tough cleaner
and color protection Detergent plus fabric
softener Sunshine scent and odor-removing Stain
pretreatment and removal Value brand Bleach-booste
d, whitening formula Detergent plus fabric
softener liquid For baby clothes, safe for tender
skin Fabric and skin safety, fine washables Tough
cleaner, aimed at Hispanics
Share 31.1 8.2 2.9 2.6 2.2 1.8 1.4 1.2 1.0
0.7 0.1
24
Copy Platform Outline
  • 1 Basic problem or issue the advertising must
    address.
  • 2 Advertising and communications objectives.
  • 3 Target audience.
  • 4 Major selling idea or key benefits to
    communicate.
  • 5 Creative strategy statement (campaign theme,
    appeal, execution technique).
  • 6 Supporting information and requirements.
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