McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 10

Creative Strategy and

the Creative Process

10-2

Chapter Overview

How advertising strategies are translated into creative briefs and

message strategies that guide creativity

10-3

Chapter Objectives

Discuss the meaning and importance of

creativity

Tell how to tell great advertising from ordinary

List techniques creatives use to be more

productive

Identify members and tasks of the creative

team

Define the four roles people play at stages of

the creative process

Explain the role and effect of the creative

brief

List principal elements of a creative brief

10-4

Nonverbal ad design

Verbal message

What Makes great Advertising?

Art Director

Creative Director

Copywriter

The Creative Team

10-5

What Makes great Advertising?

Transformational

Informational “Boom”

Audience Resonance

Problem avoidance or

removal

Use positive reinforcement to offer a reward

Gets your attention… now!

Often fail to resonate with the audience

10-6

What Makes great Advertising?

Strategic Relevance

Audience Needs, Wants

Client Needs

“I can’t believe I ate the whole thing” was a flop

10-7

What Makes great Advertising?

Target believes in brand icons

10-8

Elements of Advertising

StrategyTarget

Audience

ProductConcept

CommunicationsMedia

AdvertisingMessage

10-9

Writing the Creative Brief

Issues to Consider Elements of the Brief

Who?

Why?

What?

Where?

When?

Objective statement

Support statement

Tone orbrand character

statement

10-10

Formulating Strategy

Selected advertising appeals

10-11

Message Strategy

Verbal Nonverbal Technical

I’m late!

10-12

Message Strategy

This Snickers ad exemplifies the art of nonverbal communication

10-13

Creativity’s Roles

Creativity’s Roles

Fact-BasedThinking

Value-BasedThinking

vs.

InformInform RemindRemind “Boom”“Boom”PersuadePersuade

10-14

The Creative Process

Explorer

Insight Objective Brainstorm

10-15

The Creative Process

Artist

Develop “Big Idea”

Parody

Eliminate Compare

Connect Reverse

Imagine AdaptConcept Transformation

Implementcreative pyramid

10-16

The Creative Pyramids

10-17

The Creative Process

Milwaukee Tools brings a new

identify to the humble

electrical outlet

10-18

The Creative Process

This ad for K2 skis exemplifies the five steps of the creative pyramid

10-19

The Creative Process

Judge

Is this idea an ah! or an uh-oh?

What’s wrong and right with this idea?

What if it fails? Is it worth the risk?

What is my cultural bias?

What’s clouding my thinking?

10-20

The Creative Process

Appalling1

Destructive2

Not competitive3

Cliché4

Innovative strategy5

Fresh idea(s)6

Excellence in craft7

New standard in product category

8

New standard in advertising9

World Class10

Leo Burnett’s GPC rating scale

10-21

The Creative Process

Warrior

Be bold

Sharpen your skills

Examine criticism in advance

Overcome obstacles

Use energy wisely

Be persistent

Savor your victories

Learn from defeat

10-22

Key Components of Selling

Strategic Precision

Savvy Psychology

Slick Presentation

Structural persuasion

Solve the problem