CHAPTER 5 Creative Planning Essentials 5 1 Copyright

Learning Objectives § Identify communications process elements § Distinguish between client & agency responsibilities

Learning Objectives (cont. ) § Identify and distinguish among creative objectives, strategies and execution

Advertising Plan Is divided into two distinct yet connected sections §Creative Plan § Devise

Creative Development Process 5 -5 Copyright © 2009 Pearson Education Canada

Client Responsibility §Provide enough market, competitor, customer, and product information §Helps develop creative objectives

Agency Responsibility §Understand the marketplace §Develop a more precise creative strategy §Creative execution details

Client- Agency Responsibility 5 -8 Copyright © 2009 Pearson Education Canada

Creative Brief A discussion document prepared by the client. §It contains relevant information that

Content of a Creative Brief (cont. ) Problem Identification §Identification of problem or §Overall

Problem Identification A few generic examples of overall communication goals: §To create or increase

Content of a Creative Brief (cont. ) Advertising Objectives §Awareness §Interest §Preference §Action §New

Content of a Creative Brief (cont. ) Creative Strategy §Buying motivation §Tone and style

Creative Strategy How will the message be communicated to the target audience? §Here are

Website Examples www. levis. com www. dairygoodness. ca www. olympuscanada. com What creative strategies

Content of a Creative Brief (cont. ) Creative Execution §Tactical considerations §Production considerations 5

Creative Execution Tactical Considerations §What is the best or most convincing way to present

Creative Execution (cont. ) Production Considerations §Message content and media decisions §Budget available §Mandatory

Creative Evaluation §Does the ad reflect the positioning statement? §Does it mislead or misinterpret

Research Techniques Creative Research §Is to measure the impact of a message on a

Recognition and Recall Testing Recognition testing §Testing for awareness Recall testing §Testing for comprehension

Common Research Methods Starch Readership test §Noted §Associated §Read most Day- After Recall Testing

Other Research Methods §Opinion-Measure Testing §Physiological Testing §Inquiry Tests (Split-Run tests) §Controlled Experiments 5

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Learning Objectives § Identify communications process elements § Distinguish between client & agency responsibilities in creative development § Explain creative development stages § Discuss the creative brief and its processes Continued. . . 5 -2 Copyright © 2009 Pearson Education Canada

Learning Objectives (cont. ) § Identify and distinguish among creative objectives, strategies and execution § Describe appeal techniques § Identify the various execution techniques used for presenting messages § Explain measurement techniques for evaluating creative 5 -3 Copyright © 2009 Pearson Education Canada

Client Responsibility §Provide enough market, competitor, customer, and product information §Helps develop creative objectives §Limited input of creative strategy statements §Creative evaluation process 5 -6 Copyright © 2009 Pearson Education Canada

Creative Brief A discussion document prepared by the client. §It contains relevant information that the agency creative team (copywriters and art directors) can use to develop the creative strategy. 5 -9 Copyright © 2009 Pearson Education Canada

Problem Identification A few generic examples of overall communication goals: §To create or increase brand awareness §To position or reposition a product in the customer’s mind §To present a new image (re-image of brand) §To attract a new target market §To introduce a line extension 5 -12 Copyright © 2009 Pearson Education Canada

Content of a Creative Brief (cont. ) Positioning – Strategy Statement §Brand benefits, personality or desire image Creative Objectives §Message content objectives §Key benefit statement §Support-claims statement Continued… 5 -14 Copyright © 2009 Pearson Education Canada

Creative Strategy How will the message be communicated to the target audience? §Here are some common creative appeal techniques: §Positive §Negative §Factual §Comparative §Humorous §Emotional §Sexual §Lifestyle 5 -16 Copyright © 2009 Pearson Education Canada

Website Examples www. levis. com www. dairygoodness. ca www. olympuscanada. com What creative strategies have these firms used on their websites? Through which marketing communications activities and media? 5 -17 Copyright © 2009 Pearson Education Canada

Creative Execution Tactical Considerations §What is the best or most convincing way to present a product so the consumer will be motivated to purchase it? §Testimonials §Endorsements §Product demonstrations §Torture tests §Product as hero §Product comparisons Continued…. 5 -19 Copyright © 2009 Pearson Education Canada

Creative Evaluation §Does the ad reflect the positioning statement? §Does it mislead or misinterpret the intent of the message? §Is the ad memorable? §Is the brand recognition effective? §Should the ad be researched? 5 -21 Copyright © 2009 Pearson Education Canada

Research Techniques Creative Research §Is to measure the impact of a message on a target audience. § Pre-test: evaluated before final production or media placement § Post-test: evaluating during or after its placement 5 -22 Copyright © 2009 Pearson Education Canada

Common Research Methods Starch Readership test §Noted §Associated §Read most Day- After Recall Testing §Research is conducted the day after an audience has been exposed to the ad for the first time 5 -24 Copyright © 2009 Pearson Education Canada