Chapter 3: Creative Process Flashcards
3 levels of campaign development
1) Message strategy
2) Creative strategy
3) Media strategy
Strategic thinking process
Defining the message for a campaign
Consumer insight
Understanding and interpretation of consumer data behaviours and feedback into conclusions that can be used to improve product
3 elements of a strong insight
Need - what does our customer need
Motivation - What’s his/her motivation
Tension - What hinders him/her to get this?
Role of creative/advertising agency
Develop creative ideas & creative executions
Steps within a creative agency
1) Client creative briefing
2) Reworked creative briefing for the creative team
3) Develop creative idea or concept (creative team)
4) Proposal to the client
5) Rework creative team
6) Approval client
7) Production
Elements of a client creative briefing
- Background
- Objectives
- Target group
- Key message
- WHY should the target group believe us
- WHICH reactions do we want to unlock
- Communication touchpoints
- Guidelines: tone of voice, brand book
- Practical
Creative concept
Overall idea on which all executions/tactics are based
Creative execution
How you give life to the creative concept. Multiple execution/tactics supporting the same concept
Different forms of creative appeals
- Rational appeal
- Emotional appeal
- Endorsers
Rational appeal
Appeals with practical deals, factually relevant cues
Emotional appeal
Appeals that aim to evoke emotions rather than make the consumers think
Endorser
Someone who supports/portrays the company and its ideals
Types of rational appeals
- Talking head
- Demonstration
- Problem solution
- Testimonial
- Slice of life
- Dramatisation
- Comparative
Talking head appeal
Ads in which the character tells a story in their own words: Monologue, Dialogue
Demonstration appeal
Shows how a product works
Problem solution appeal
How a problem can be solved or avoided by using the product
Testimonial appeal
Ordinary people saying how good the product is
Slice of life appeal
Product being used in real life situation, usually involves problem solving
Dramatisation appeal
Slice of life dramatised, leads consumers to a climax
Comparative appeal
Shows that your brand is superior
Types of comparative appeals
- Direct comparative
- Indirect comparative
Indirect comparative appeal
Names attributes of offering that is superior than market
Direct comparative appeal
Names brand of competition and indicates superiority
