Ch. 8 Flashcards
(80 cards)
creative brief
provides direction for the execution of the Big Idea and for the evaluation of the creative strategy
Effective advertising is..
both an art in its creativity and a science in its strategy
message plan
is a rational analysis of a problem and what’s needed to solve that problem
media and message must..
work together to create effective advertising
creative director
manages the creative process and plays an important role in focusing the strategy of ads and making sure the creative concept is strategically on target.
ad agencies represent
“think tank”, to inspire creativity and research into creative thinking
agencies are natural incubators for the three P’s : place, person, and process
creative strategy …
solves problems, and problem solving demands creative thinking. Both Big Ideas and big Plans call for creative thinking
- Has to be both creative and strategic
ex: Launch of the iPod - the creativity begins with the look of the product, works, and feels. - This all happened before the agency got involved to promote
creative brief
(creative platform, worksheet, or blueprint) is the document prepared by the account planner to summarize the basic ,marketing and advertising strategy.
- gives direction to creative team members as they search for a creative concept, or Big Idea.
- EX: of a creative brief
- Why are we advertising at all?
- What is the message trying to do
- What are their current attitudes and perceptions
- What is the main promise we need to communicate
- What is the key moment to which we tie this message
creative strategy or message strategy
what the advertisement says
execution
is how it is said
typical brief
- problem that can be solved by communication
-target audience and key insights into their attitudes and behavior
-brand position and other branding decisions, such as personally and image
communication objectives that specify the desired response to the message by the target audience
-proposition or selling idea that will motivate the target to respond
-media considerations about where and when the message should be delivered
-creative direction that provides suggestions on how to stimulate the desired consumer response
tone of voice
Touch on such execution or stylistic direction
Facet Model of Effects (Message Objectives)
see/hear feel think/understand connect believe act/do
see/hear
create attention, awareness, interest, and recognition
feel
touch emotions and create feelings
think/understand
deliver information, aid understanding, and create recall
connect
establish brand identity and associations and transform a product into a brand with distinctive personality and image
believe
change attitudes, create conviction and preference and stimulate trust
act/do
stimulate trial, purchase, repurchase, or some other form of action, such as visiting a store or website
EX: the road crew campaign had to ..
awareness, attitudes, and behavior
targeting with road crew example
the 21 to 34 year old single men with. high school education and blue collard jobs… these are the ones that needed to be targeted for ride service
brand position and brand images
are created through message strategies and brought to life through advertising execution
ex: “think small” VW Beetle - position itself in the automobile market and created a powerful brand
brand communication
creates symbols and cues that make brands distinctive, such as characters, colors, slogans, and tagline
ex: the geico from Gecko,
the Mr.clean
salience
that is the brand is visible and has a presence in the market place, consumers are aware of it and the brand is important to its target market
