Marketing bán hàng - Chapter 8: Creative strategy: Planning and development

Chapter 8 Creative Strategy:Planning and DevelopmentDeterminants of CreativityDivergenceOriginalityFlexibilityElaborationSynthesisArtistic ValueRelevanceAd-to-consumerBrand-to-consumerD’Arcy Masius Benton & Bowles’s Universal Advertising StandardsDoes the advertising position the product simply, with unmistakable clarity?Does the advertising bolt the brand to a clinching benefit?Does the advertising contain a Power Idea?Does the advertising design in brand personality?Is the advertising unexpected?Is the advertising single-minded?Does the advertising reward the prospect?Is the advertising visually arresting?Does the advertising exhibit painstaking craftsmanship?3Creative versus Hard-sell AdvertisingRationalistsAdvertising must sell the product or servicePoetsAdvertising must build an emotional bond between consumers and brands or companies4Young’s Model of the Creative ProcessGathering raw material and data, and immersing oneself in the problemImmersionAnalyzing the informationDigestionLetting the subconscious do the workIncubationBirth of an ideaIlluminationStudying the idea and reshaping it for practical usefulnessReality or verification5Wallas’ Model of the Creative ProcessGathering background information needed to solve the problem through research and studyPreparationLetting ideas to developIncubationFinding the solutionIlluminationRefining the idea and analyzing whether it is an appropriate solutionVerification6General Preplanning InputGather and organize information on the product, market, and competitionAnalyze the trends, developments, and happenings in the marketplace7Product- or Service-Specific Preplanning InputGathering information through studies conducted by the clientProblem detection8Branding researchPsychographic studiesInput Verification and RevisionEvaluate ideas Reject the inappropriateRefine the remainingGive ideas final expressionObjectiveDirected focus groupsMessage communication studiesPortfolio testsViewer reaction profilesTechniquesStoryboards and AnimaticsAn Advertising CampaignIntegratedInterrelatedCoordinatedIn Different MediaOver a Time PeriodMarketing Communication ActivitiesCentered on a Theme or Idea“ We Must Protect This House. I will.”BMW“ Just Do It”MillerLite“Red Bull Gives You Wings”Red BullUnder ArmourNike Advertising Campaign ThemesThe central message that will be communicated in all of the various IMC activitiesCriteria for Effective SlogansFigure 8.3 - Creative Brief Outline14Figure 8.4 - Model of Marketing Information Flow from the Marketing Manager to the Creative StaffSource: John Sutherland, Lisa Duke, and Avery Abernethy, “A Model of Marketing Information Flow,” Journal of Advertising 33, no. 4 (Winter 2004), p. 42. Copyright © 2004 by American Academy of Advertising. Reprinted with permission of M. E. Sharpe, Inc. All rights reserved. Not for reproduction.15Developing the Major Selling IdeaUsing a unique selling propositionCreating a brand imageFinding the inherent dramaPositioningApproaches16The Unique Selling Proposition (USP)Must be unique to this brand or claim; rivals can't or don't offer itUniqueBuy this product/service and you get this benefit BenefitPromise must be strong enough to move mass millionsPotentPositioningEstablishes the product or service in a particular place in the consumer’s mindDone on the basis of a distinctive attributesBasis of a firm’s creative strategy when it has multiple brands competing in the same market18