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Marketing Communication Strategy > Chapter 3: Creative Process > Flashcards

Chapter 3: Creative Process Flashcards

1
Q

3 levels of campaign development

A

1) Message strategy
2) Creative strategy
3) Media strategy

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2
Q

Strategic thinking process

A

Defining the message for a campaign

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3
Q

Consumer insight

A

Understanding and interpretation of consumer data behaviours and feedback into conclusions that can be used to improve product

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4
Q

3 elements of a strong insight

A

Need - what does our customer need
Motivation - What’s his/her motivation
Tension - What hinders him/her to get this?

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5
Q

Role of creative/advertising agency

A

Develop creative ideas & creative executions

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6
Q

Steps within a creative agency

A

1) Client creative briefing
2) Reworked creative briefing for the creative team
3) Develop creative idea or concept (creative team)
4) Proposal to the client
5) Rework creative team
6) Approval client
7) Production

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7
Q

Elements of a client creative briefing

A
  • Background
  • Objectives
  • Target group
  • Key message
  • WHY should the target group believe us
  • WHICH reactions do we want to unlock
  • Communication touchpoints
  • Guidelines: tone of voice, brand book
  • Practical
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8
Q

Creative concept

A

Overall idea on which all executions/tactics are based

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9
Q

Creative execution

A

How you give life to the creative concept. Multiple execution/tactics supporting the same concept

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10
Q

Different forms of creative appeals

A
  • Rational appeal
  • Emotional appeal
  • Endorsers
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11
Q

Rational appeal

A

Appeals with practical deals, factually relevant cues

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12
Q

Emotional appeal

A

Appeals that aim to evoke emotions rather than make the consumers think

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13
Q

Endorser

A

Someone who supports/portrays the company and its ideals

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14
Q

Types of rational appeals

A
  • Talking head
  • Demonstration
  • Problem solution
  • Testimonial
  • Slice of life
  • Dramatisation
  • Comparative
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15
Q

Talking head appeal

A

Ads in which the character tells a story in their own words: Monologue, Dialogue

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16
Q

Demonstration appeal

A

Shows how a product works

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17
Q

Problem solution appeal

A

How a problem can be solved or avoided by using the product

18
Q

Testimonial appeal

A

Ordinary people saying how good the product is

19
Q

Slice of life appeal

A

Product being used in real life situation, usually involves problem solving

20
Q

Dramatisation appeal

A

Slice of life dramatised, leads consumers to a climax

21
Q

Comparative appeal

A

Shows that your brand is superior

22
Q

Types of comparative appeals

A
  • Direct comparative
  • Indirect comparative
23
Q

Indirect comparative appeal

A

Names attributes of offering that is superior than market

24
Q

Direct comparative appeal

A

Names brand of competition and indicates superiority

25
Q

Types of emotional appeals

A
  • Humor
  • Eroticism
  • Warmth
  • Fear
  • Music
  • Potential
  • Adventure
  • Status
  • Youth
26
Q

Humor appeal

A

Intention to make people laugh

27
Q

Eroticism appeal

A

Attracts attention to product

28
Q

Warmth appeal

A

Advertising with elements that evoke mild, positive feelings

29
Q

Music appeal

A

Attention, creates a mood, boosts message acceptance

30
Q

Potential appeal

A

How much better their life could be, dreams —> reality

31
Q

Adventure appeal

A

Break away from the mundane to promise new and exciting experiences

32
Q

Status appeal

A

Also known as snob appeal, used for high end products

33
Q

Youth appeal

A

Feel younger in appearance or in attitude

34
Q

Types of endorsers

A
  • Expert
  • Celebrity
35
Q

Criteria for judgment of creative execution

A
  • Briefing
  • Simplicity
  • Consistency & style
  • Differentiating
36
Q

Aspects of production

A
  • Photography
  • Typo: font, colour, composition
  • Length of the commercial
  • Sound, music
  • Characters
  • Language and style
  • Image vs. Text
  • Cast-model
37
Q

Roles in creative agency

A
  • Account team
  • Strategic team
  • Creative team
  • Production team
38
Q

Account team

A

Main contact for client & organises process

39
Q

Strategic team

A

Challenges the creative briefing of the client

40
Q

Creative team

A

Works out the creative ideas and is reviewed by the creative director

41
Q

Production team

A

“Produces” creative idea once approved

Marketing Communication Strategy (5 decks)

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