Creative Strategy in Advertising: Planning and Development

Creative Strategy

Guides the advertising message's content and communication.

Creative Tactics

Methods for executing the message strategy effectively.

Big Idea

Central theme driving the advertising campaign.

Advertising Message

What the advertisement communicates to consumers.

Creative Ads

Ads that enhance product or service success.

Advertising Creativity

Ability to generate unique, effective communication ideas.

Divergence

Novelty and uniqueness in advertising elements.

Relevance

Meaningfulness of ad elements to consumers.

Determinants of Creativity

Factors influencing advertising creativity: divergence and relevance.

Originality

Freshness and uniqueness of advertising concepts.

Flexibility

Ability to adapt advertising ideas to various contexts.

Elaboration

Detailing and expanding on advertising concepts.

Synthesis

Combining different ideas into cohesive advertising.

Artistic Value

Aesthetic appeal and creativity in advertising.

Ad-to-Consumer Relevance

Meaningful execution elements for the target audience.

Brand-to-Consumer Relevance

Personal interest in the advertised brand.

Creative Challenge

Transforming messages into engaging advertisements.

Taking Creative Risks

Essential for breakthrough and impactful advertisements.

Creative Personnel

Individuals with diverse backgrounds fostering creativity.

Young's Model

Framework for understanding the creative process stages.

Immersion

Gathering data and understanding the advertising problem.

Emotional Bond

Connection between consumers and brands through advertising.

Marketing Situation

Unique context requiring tailored advertising strategies.

Advertising Awards Debate

Discussion on the value of creative recognition.

Immersion

Gathering raw material and data for problem-solving.

Digestion

Analyzing gathered information for insights.

Incubation

Allowing subconscious to develop ideas.

Illumination

The moment an idea is conceived.

Reality Verification

Studying and reshaping ideas for practicality.

Preparation

Researching background information to solve problems.

Wallas's Model

A four-stage model of the creative process.

Account Planning

Researching client's product, brand, and consumers.

Fact-finding Techniques

Methods to gather comprehensive product-related information.

General Preplanning Input

Organizing information on product, market, and competition.

Problem Detection

Identifying consumer dislikes for product improvement.

Branding Research

Gaining consumer insights for effective campaigns.

BrandAsset Valuator (BAV™)

Tool evaluating brand performance through four pillars.

Energized Differentiation

Brand's unique qualities that stand out.

Relevance

Brand's connection to consumer needs and desires.

Esteem

Consumer respect and admiration for the brand.

Knowledge

Consumer awareness and understanding of the brand.

Qualitative Research Input

Insights gathered from consumer discussions and observations.

Focus Groups

Target market discussions to gather consumer insights.

Ethnographic Research

Observing consumers in their natural environments.

David Ogilvy Awards

Recognition for outstanding advertising based on research.

Verification and Revision

Evaluating and refining ideas before final expression.

Directed focus groups

Group discussions to refine creative ideas.

Message communication studies

Analysis of how messages are conveyed.

Portfolio tests

Evaluation of advertising effectiveness through viewer feedback.

Viewer reaction profiles

Measures audience response to advertisements.

Storyboard

Visual layout of a proposed commercial.

Animatic

Video version of storyboard with audio.

Advertising campaigns

Coordinated marketing activities around a central theme.

Campaign theme

Central message in all advertising efforts.

Slogan

Catchy phrase connecting emotionally with consumers.

Creative strategy statement

Outline of goals for advertising campaigns.

Creative brief

Document detailing key creative strategy elements.

Major selling idea

Strongest claim about a product or service.

Unique Selling Proposition (USP)

Unique benefit that differentiates a brand.

Benefit

Advantage gained from purchasing a product.

Potent promise

Strong enough assurance to attract mass consumers.

Image advertising

Strategy to create a memorable brand identity.

Cultural symbols

Associations that enhance brand meaning.

Inherent drama

Product characteristics that drive consumer purchases.

Dramatic element

Key feature emphasized in advertising benefits.

Positioning

Establishing a product's place in consumer perception.

Distinctive attributes

Unique features that differentiate products in market.

Power of You campaign

Repositioning strategy for Kellogg's Special K cereal.

Big ideas

Creative concepts that engage and capture attention.

Adaptability

Ability to use ideas across various media.