Chapter 3: Creative Process Flashcards
3 levels of campaign development
1) Message strategy
2) Creative strategy
3) Media strategy
Strategic thinking process
Defining the message for a campaign
Consumer insight
Understanding and interpretation of consumer data behaviours and feedback into conclusions that can be used to improve product
3 elements of a strong insight
Need - what does our customer need
Motivation - What’s his/her motivation
Tension - What hinders him/her to get this?
Role of creative/advertising agency
Develop creative ideas & creative executions
Steps within a creative agency
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
Elements of a client creative briefing
- 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
Creative concept
Overall idea on which all executions/tactics are based
Creative execution
How you give life to the creative concept. Multiple execution/tactics supporting the same concept
Different forms of creative appeals
- Rational appeal
- Emotional appeal
- Endorsers
Rational appeal
Appeals with practical deals, factually relevant cues
Emotional appeal
Appeals that aim to evoke emotions rather than make the consumers think
Endorser
Someone who supports/portrays the company and its ideals
Types of rational appeals
- Talking head
- Demonstration
- Problem solution
- Testimonial
- Slice of life
- Dramatisation
- Comparative
Talking head appeal
Ads in which the character tells a story in their own words: Monologue, Dialogue
Demonstration appeal
Shows how a product works
Problem solution appeal
How a problem can be solved or avoided by using the product
Testimonial appeal
Ordinary people saying how good the product is
Slice of life appeal
Product being used in real life situation, usually involves problem solving
Dramatisation appeal
Slice of life dramatised, leads consumers to a climax
Comparative appeal
Shows that your brand is superior
Types of comparative appeals
- Direct comparative
- Indirect comparative
Indirect comparative appeal
Names attributes of offering that is superior than market
Direct comparative appeal
Names brand of competition and indicates superiority
Types of emotional appeals
- Humor
- Eroticism
- Warmth
- Fear
- Music
- Potential
- Adventure
- Status
- Youth
Humor appeal
Intention to make people laugh
Eroticism appeal
Attracts attention to product
Warmth appeal
Advertising with elements that evoke mild, positive feelings
Music appeal
Attention, creates a mood, boosts message acceptance
Potential appeal
How much better their life could be, dreams —> reality
Adventure appeal
Break away from the mundane to promise new and exciting experiences
Status appeal
Also known as snob appeal, used for high end products
Youth appeal
Feel younger in appearance or in attitude
Types of endorsers
- Expert
- Celebrity
Criteria for judgment of creative execution
- Briefing
- Simplicity
- Consistency & style
- Differentiating
Aspects of production
- Photography
- Typo: font, colour, composition
- Length of the commercial
- Sound, music
- Characters
- Language and style
- Image vs. Text
- Cast-model
Roles in creative agency
- Account team
- Strategic team
- Creative team
- Production team
Account team
Main contact for client & organises process
Strategic team
Challenges the creative briefing of the client
Creative team
Works out the creative ideas and is reviewed by the creative director
Production team
“Produces” creative idea once approved
