Chapter 07 Creative Strategy

Creative Strategy

Objectives
Creative Strategy Advertising Appeals Creative Format The Creation Stage Copy Testing and Diagnosis

Creative Strategy

Creative Strategy - Components

Creative Objective Target market Primary Selling Proposition Secondary Selling Proposition Support Tone and Manner

Creative Strategy

Advertising Appeals
Definition:
Develop Message

Company
Express

Customer
Response

Creative Strategy

Advertising Appeals - Types

Rational / Logical Appeal Price Appeal Quality Appeal Feature Appeal Competitive Advantage Appeal News Appeal Product/Service Popularity Appeal Emotional Appeal

Other Appeal
Star Appeal Reminder

Humor Appeal Fear Appeal Music Appeal Sex Appeal

Advertisement
Teaser

Advertisement

Creative Strategy

Creative Format
Animation A simulation of movement created by displaying a series of images, or frames
Example: Allout, Chintamani of ICICI bank

Slice-of-Life Realistic Portrayal of life in an advertisement Example: Clinic Plus Testimonial Show satisfied customers who share their experiences with the viewers Example: Asking experience about a particular shampoo to general users
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Creative Format
Authoritative Convince viewers that the advertised brand is superior to other brands Example: Colgate is recommended by Indian Dental Association Demonstrative Features the functioning of the product Example: Maggi just two-minutes ad Fantasy Portray a situation which viewers can dream of Example: Boom Boom Boomer ad Informative Detailed information about the product is given Example: Most of Print ads
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The Creation Stage

Idea generation Copywriting Illustration

Layout
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Idea Generation
According to Alex Osborn steps are
Orientation Preparation Analysis Ideation Incubation Synthesis Evaluation
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Copywriting
Writing the words, which will appear in the ad Elements of a print ad Headline Subhead Body copy Slogan Logo/Address Visual Elements of a broadcast ad Complete script Voice over Music Jingle
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Creative Strategy

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Headline: I hear a wedding. I hear a Shehnai and Nadaswaram. I hear family. Friends. I hear greetings. I hear bonds. Their teases. And their taunts. I hear an argument between a Tabla and a Mridanagam. I hear games. I hear Antakshari. First Kishore. Then Hariharan. I hear laughet. The tinkle of anklets. Dancing. I happiness. I hear Joy. I hear the girl is from the North. And the boy is from the South. Subhead: There is so much to hear on World Space.
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Bodycopy: A R Rahman loves to listen to every kind of music. And he

chooses from over 40 dedicated music and entertainment channels on WorldSpace, to listen to the music of his choice. Rahman's special interests lie in Classical, Jazz and World Music. He has been a WorldSpace listener for over five years now. Baseline: Over 40 premium channels. 24 hours a day.

Logo:
Visual:

World space logo

Featuring the product and A R Rahman
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Illustration
Made by artists by generating
Pictures Charts Tables Hand-made paintings Clip art Photograph Computer generated visuals
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Layouts
A preliminary sketch or plan that gives a feel of the overall appearance of the final advertisement Stages of layout design
Thumbnail Preliminary layout Comprehensive layout Balance Proportion Gaze-motion / Sequence Unity
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Layouts
Steps in Layout design
Choosing the basic page design

Working with the copy

Working with visuals

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Layouts
Choosing the basic page design
Picture window / Ayer#1 Mondrian Type-specimen Copy-heavy Frame Multipanel Circus Rebus
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Layouts
Working with the copy
Appearance of the message Font type Font size Line spacing/leading Presence or absence of serifs etc. Picture and message should convey the same meaning

Working with the visuals

Visuals can be Simple cartoon sketches Photographs Computer modified photograps
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Creative Process for Television Advertisements

Idea generation Copywriting Illustration Layout

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Copy Testing and Diagnosis

Checking the effectiveness of the advertisements in terms of Recall Content and How well the message is comprehended The created ad should meet the objectives Copy testing can be done as Pre-testing
Theatre test Portfolio test On-air-test

Post-testing
Recall test Recognition test Tracking studies
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Copy Testing and Diagnosis

Criteria used to measure the effectiveness of and ad
Recall Recognition Persuasion Purchase behavior

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Summary
Creative Strategy Advertising Appeals Creative Format The Creation Stage Copy Testing and Diagnosis

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Thank you
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