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Advertising Planning ProcessAdvertising Objectives Budget
DecisionsCreative StrategyCampaign EvaluationMedia Strategy
Brand PositioningTarget Market
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Advertising Strategy Framework: A Five-Step ProgramA. Specify
the Key Fact
B. State the Primary Marketing Problem
C. State the Communications Objective
D. Implement the Creative Message Strategy1. Define the Target
Market2. Identify the Primary Competition3. Choose the Positioning
Statement*Position Statement:1. To [target market] 2. _____ is the
brand of [category need] 3. that offers [brand benefit]4. Offer
Reasons Why E. Establish Mandatory Requirements
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Creativity is a mental and social process involving the
generation of new ideas or concepts, or new associations of the
creative mind between existing ideas or concepts, creativity is
fueled by the process of either conscious or unconscious insight.
An alternative conception of creativeness is that it is simply the
act of making something new.
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Creativity in Marketing What We Create Creating Added Value
Creativity in
# Advertising# Public Relations# Sales PromotionOrganics outdoor
advertisement Singapore
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Creativitys RolesHow Creativity Enhances
AdvertisingFact-BasedThinkingValue-BasedThinkingvs.Inform
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THE CREATIVE PROCESS
Steps and Stages
Step 1 : Immersion Step 2 : IdeationStep 3 : BrainfogStep 4 :
IncubationStep 5 : IlluminationStep 6 : Evaluation
The Extra For Healthy Teeth
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THE CREATIVE PROCESSBrainstormingA thinking technique were 6-10
people work together to come up with ideasOne persons idea
stimulates someone elses
Message Objectives
PerceptionCognitiveAffectivePersuasionTransformationBehaviour
DevelopBig Idea
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FACETS OF CREATIVE STRATEGY1. Messages That Drive Perception
Attention and AwarenessInterestMemory2. Messages That Drive
Cognition3. Messages That Touch Emotions4. Messages That
PersuadeAppealsSelling PremisesBenefitPromiseReason WhyUnique
Selling PropositionConviction
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FACETS OF CREATIVE STRATEGY5. Messages That Transform Product
into a Brand- Associations6. Messages That Drive Action
7. Delivering on the Objectives and Strategies
8.Message
ApproachesStraightforwardDemonstrationComparisonProblem
SolutionHumorSlice of LifeSpokesperson
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Formulating Advertising Strategy:The Four Elements
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Formulating Strategy:Writing the Creative BriefIssues to
ConsiderElements of the BriefWho?Why?What?Where?When?How?Objective
StatementSupport StatementTone orBrand Character Statement
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Formulating Strategy:Message Strategy!
VerbalNonverbalTechnical
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Formulating Strategy:Message Strategy!
VerbalNonverbalTechnical
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Formulating Strategy:Message Strategy!
VerbalNonverbalTechnical
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To influence consumer feelings toward a product, service or
causeThe way an appeal is turned into an advertising message
Appeals and Execution Style 2003 McGraw-Hill Companies, Inc.,
McGraw-Hill/IrwinAdvertisingAppealsExecutionStyle
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Apple Uses a TestimonialCrest Whitestrips Uses a
Demonstration
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Headline:Words in the Leading Position of the AdPrint Ad
Components 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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