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Chapter 10 Ed

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36 views20 pages

Chapter 10 Ed

Uploaded by

anora6636
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Because learning changes everything.

Creative Strategy
and the Creative
Process
Chapter 10

© 2021 McGraw Hill. All rights reserved. Authorized only for instructor use in the classroom.
No reproduction or further distribution permitted without the prior written consent of McGraw Hill.
Learning Objectives
10-1 Explain the attributes of great creative.
10-2 Describe how creative strategy is developed and used.
10-3 Show how creativity enhances advertising.
10-4 Demonstrate the role that agency talent plays in the creative process.

© McGraw Hill
What Makes for Great Creative? 1

The Creative Team


• Art director.
• Copywriter.
• Creative director.

© McGraw Hill
What Makes for Great Creative? 2

The Impact Dimension


• Ad must capture audience attention and hold it.
• It must resonate.
• “Boom” factor.
• Most ads have little impact.

© McGraw Hill
Qualities of Creative Ads

Bright colorful images, geometric shapes, and strong contrasts in


both copy and graphics are qualities for great creative ads. Not only
do they successfully draw the reader’s attention, they help brand
Target as an “upscale” discount store.

© McGraw Hill Source: Target Brands, Inc.


What Makes for Great Creative? 3

The Relevance Dimension


• Informational: offering relief from a problem.
• Transformational: positive reinforcement offers a reward.

© McGraw Hill
Transformational Advertising

Orangetheory emphasizes a transformational motive by


showing the rewards achievable by becoming stronger
and healthier.

© McGraw Hill Source: Ultimate Fitness Group


Developing and Implementing the Creative
Strategy 1

The Creative Strategy


• Target audience.
• Product concept.
• Communications media.
• IMC message.

© McGraw Hill
Developing and Implementing the Creative
Strategy 2

Writing the Creative Brief (Copy Platform)


• Guide for writing and producing the ad campaign.
• Covers the who, why, what, where, and when.
• Copy platform, work plan, copy strategy document.

© McGraw Hill
Developing and Implementing the Creative
Strategy 3

Elements of Message Strategy


• Simple description and explanation of a campaign’s overall creative approach.
• Verbal.

• Nonverbal.

• Technical.

• Mandatories.

© McGraw Hill
Nonverbal Elements in an Ad

Target ads are quirky and creative. But the nonverbal


elements of the red and white colors and repetition of
the Target logo make them instantly recognizable.

© McGraw Hill Source: Target Brands, Inc.


How Creativity Enhances IMC 1

What Is Creativity?
• To create means to originate, to conceive a thing or idea that did not exist
before.
• Combining two or more previously unconnected objects or ideas into something
new.

© McGraw Hill
How Creativity Enhances IMC 2

The Role of Creativity in IMC Campaigns


• Creativity helps messages inform.
• Metaphors; social meaning.

• Creativity helps messages persuade.


• Story or persona; creativity; info graphics.

• Creativity helps IMC remind.


• Creativity puts the “boom” in campaigns.
• Humor; double-meaning.

© McGraw Hill
Communicating Meaning Without Words

Ads like this out-of-home


execution communicate a great
deal with very little copy. How
does Target meld a creative
design and simultaneously imply
great selection with this
billboard? Aesthetic cues such as
lighting, the pose of the model,
setting, and clothing style can
instantly communicate meaning
to viewers nonverbally.

© McGraw Hill Source: Target Brands, Inc.


How Creativity Enhances IMC 3

Understanding Creative Thinking


• Styles of thinking:
• Hard thinking: refers to concepts of logic, reason, precision, consistency, work, reality,
analysis, specificity.

• Soft thinking: refers to less-tangible concepts such as metaphor, dream, humor, ambiguity,
play, fantasy, hunch.

© McGraw Hill
How Creativity Enhances IMC 4

Understanding Creative Thinking continued

• Fact-based versus value-based thinking:


• Fact-based: tends to fragment concepts into components and to analyze situations to come
up with best solution.

• Value-based: make decisions based on intuition, values, and ethical judgments.

© McGraw Hill
Thinking Style Guides Creation of Ads

Value-based thinking
guides the creation of
many Target spots. The
messages are emotional
and steer away from
specific product facts. But
Target’s ads can’t be
pigeon-holed so easily.
This ad and others by the
company address timely
and important topics.

© McGraw Hill Source: Target Brands, Inc.


How Creativity Enhances IMC 5

Understanding Creative Thinking continued

• How styles of thinking affect creativity:


• Creative team must understand campaign’s target audience.

• Customers may tend toward one style of thinking over another.

© McGraw Hill
End of Main Content

Because learning changes everything. ®

www.mheducation.com

© 2021 McGraw Hill. All rights reserved. Authorized only for instructor use in the classroom.
© McGraw Hill No reproduction or further distribution permitted without the prior written consent of McGraw Hill.

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