Chapter 10 Notes: Creative Strategy and Advertising

Vocabulary flashcards covering creative strategy, appeals, roles in the creative process, thinking and brainstorming concepts, the five steps of the creative pyramid, and agency evaluation metrics.

Novelty

Gets attention or provides the "boom factor".

Relevance

Being meaningful to the audience.

Resonance

Connects with the audience.

Creative brief

A guide for the creative team.

Message strategy

Determines what and how the campaign communicates.

Verbal (Message Strategy)

What is said in the campaign.

Nonverbal (Message Strategy)

The visuals in the campaign.

Technical (Message Strategy)

The budget, schedule, and logos or slogans.

Rational appeal

Focuses on practical function (e.g., durability); usually preferred by rational clients.

Emotional appeal

Addresses social and emotional needs (e.g., safety).

Explorer (Creative Process)

Role in the creative process that gathers and reviews information.

Artist (Creative Process)

Role in the creative process that develops the big idea.

Judge (Creative Process)

Role in the creative process that evaluates ideas, looking at positives first.

Warrior (Creative Process)

Role in the creative process that gets the idea approved.

Big idea

The insight that gives the message life.

Incubation

The stage where you step away and let ideas develop.

Visualization

To mentally picture the message.

Creative fatigue

A state that occurs when fresh ideas run out.

Hard/fact-based thinking

Thinking oriented around logic, data, and reason.

Soft/value-based thinking

Thinking oriented around intuition, emotion, and fantasy.

Free association

A technique where one idea sparks another.

Brainstorming

A method where you don't criticize ideas and record them all.

Roger von Oech

Creator of creative thinking techniques: connect/compare, adapt/imagine, reverse/eliminate, parody.

Attention (Creative Pyramid)

The first of the $5$ steps in the creative pyramid, achieved through unusual layouts and dynamic visuals.

Interest (Creative Pyramid)

Step $2$ of the creative pyramid, achieved by matching audience language and tone.

Credibility (Creative Pyramid)

Step $3$ of the creative pyramid, focused on proving claims.

Desire (Creative Pyramid)

Step $4$ of the creative pyramid, focused on getting consumers to imagine.

Action (Creative Pyramid)

Step $5$ of the creative pyramid, focused on motivating a response (e.g., coupon or store visit).

Art direction

Manages the visual presentation.

Visual metaphor

Explains through a familiar visual comparison.

Agency selection

Selection based on originality, bold concepts, and reputation.

Michael Conrad Scale

A scale where a score of $4$ or below is disqualified, with a goal of $7+$.