AM Module 4 Part 1 Creative Strategy
AM Module 4 Part 1 Creative Strategy
Developing a
Program
Learning Outcome-
The learner will be able to
analyze, recommend and
formulate the creatives for
the ad.
Module- 4
Part –1
Creative Strategy
:
Planning
and Development
Creative Strategy:
Planning and
Development
• Importance of creativity
• Advertising creativity
• Planning creative strategy
• Creative process- J. Young and
Wallas
• Creative strategy development
Importance of creativity
Glycodin Ambuja
Cough Syrup - Award Winning Adverti Cement Vijay TVC - YouTube
sement (youtube.com)
Importance of
creativity
• It is a pillar to build the marketing mix -
personal selling, sales promotion, direct
marketing, public, relations and sponsorship.
• It differentiates the 'me too' products by
influencing attitude and feelings to position the
brand in preference above a
competitor’s brand.
• It provides knowledge thereby
stimulates thinking
• It can persuade, be relevant and meaningful
• It facilitates purchase and trial
• It creates loyal customers
• It transforms boring ads to interesting ads
• Creative ads achieve objectives
• Creates an image of prestige This Photo by Unknown author is licensed under CC BY-SA-NC.
ADVERTISING CREATIVITY
• What Is Creativity?
• Different Perspectives on Advertising Creativity
• Determinants of Creativity
What is
Creativity?
1. Divergence
2. Relevance
• Advertising creativity is the ability to generate fresh,
unique, and appropriate or relevant ideas that can be
used as solutions to communication problems.
• Divergence refers to the extent to which an ad contains
elements that are novel, different, or unusual.
Robert Smith and his colleagues have identified
five factors that could account for the
ways divergence can be achieved in
advertising, which they describe as follows
• Advertising Campaigns
• Campaign theme
• Slogan or tagline
• Creative Brief
• The Search for the Major Selling Idea
• Developing the Major Selling Idea
• Contemporary Approaches to the Big Idea
Advertising Campaigns