Advertising and Promotion Belch 11th - Chapter 8

creative strategy

a determination of what an advertising message will say or communicate to a target audience

creative tactics

a determination of how an advertising message will be implemented so as to execute the creative strategy

advertising creativity

the ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communication problems

divergence

the extent to which an ad contains elements that are novel, different, or unusual

Relevance

the degree to which the various elements of an advertisement are meaningful, useful, or valuable to the consumer

account planning

The process of conducting research and gathering all relevant information about a client's product, service, brand, and consumers in the target audience for use in the development of creative strategy as well as other aspects of an IMC campaign.

general preplanning input

Information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process of advertising.

product or service specific preplanning input

Specific studies provided to the creative department on the product or service, the target audience, or a combination of the two.

problem detection

A creative research approach in which consumers familiar with a product (or service) are asked to generate an exhaustive list of problems encountered in its use.

focus groups

A qualitative marketing research method whereby a group of 10 to 12 consumers from the target market is led through a discussion regarding a particular topic such as a product, service, or advertising campaign.

ethnographic research

A research technique that involves observing or studying consumers in their natural environment.

Storyboard

A series of drawings used to present the visual plan or layout of a proposed commercial

animatic

A preliminary version of a commercial whereby video of the frames of a storyboard is produced along with an audio soundtrack.

advertising campaign

a comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea

campaign theme

the central message or idea that is communicated in all advertising and other promotional activities

slogan (tagline)

A statement or phrase consisting of a few words that succinctly expresses the company image, identity, and/or positioning a company or brand wants to communicate.

creative brief

A document that specifies the basic elements of the creative strategy such as the basic problem or issue the advertising must address, the advertising and communications objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive information or requirements.

major selling idea

the basis for the central theme or message idea in an advertising campaign

unique selling proposition (USP)

An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer.

image advertising

advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like

Inherent Drama

an approach to advertising that focuses on the benefits or characteristics that lead a consumer to purchase a product or service and uses dramatic elements to emphasize them