SUMMARY KOMUNIKASI PEMASARAN

CHAPTER 8 : Creative Strategy: Planning and Development

Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems. It is important for ads to be appropriate and effective. A creative idea must be relevant to the target market. A lot of advertisement agencies understand how important is to develop creative and different ad campaign that communicates relevant information.

Models of Creative Advertising

Experts view the creative advertising process to be exactly like an assembly line- organized, sequential, controlled and efficient. One of the models for the same is the Young’s model which consists of 5 stages:

      1.       Immersion

      2.       Digestion

      3.       Incubation

      4.       Illumination

      5.       Verification

Graham Wallas Model of Creative Advertising

​1.       Preparation

      2.       Incubation

      3.       Illumination

      4.       Verification

 

 

These models are useful since they offer an organized approach to advertising problem solving.

These models however have the disadvantage of not explaining how the data for the process is to be collected.

For this purpose, Account Planning is being used which is the process of conducting research and gathering information about the client’s product or service.  The following image depicts some of the sources from where background research for the product can be done.

Creative Strategy Development

 

Advertising Campaigns

Most ads are part of a series of messages that make up advertising campaign, which is a set of interrelated and coordinated marketing communication activities that center on a single theme. Determining the unifying theme around which the campaign will be built is an important part of the creative process, as it sets the tone for the individual ads and other forms of marketing communications that will be used. A campaign theme should be a strong idea, as it is the central message that will be communicated in all the advertising and other promotional activities

 

Copy Platform

The written copy platform specifies the basic elements of the creative strategy. Different agencies may call this document a creative platform or work plan, creative brief, creative blueprint, or creative contract.

Basic outline could be:

 

1.             Basic problem or issue the advertising must address

2.             Advertising and communications objectives

3.             Target audience

4.             Major selling idea or key benefits to communicate

5.             Creative strategy statement (campaign theme, appeal, and execution technique to be used)

6.             Supporting information and requirements

 

The Search for the Major Selling Idea

 

One of the most important parts of creative strategy is determining the major selling idea of the ad campaign. As A. Jerome Jeweler states in his book Creative Strategy in Advertising: The major selling idea should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience. Once you determine this message, be certain you can live with it; be sure it stands strong enough to remain the central issue in every ad and commercial in the campaign.