Chapter 8: Creative Strategy: Planning and Development Flashcards
creative strategy
a determination of what an advertising message will say or sommunicate to a target audience
creative tactics
a determination of how an advertising message wil be implemented so as to execute the creative strategy
advertising creativity
the ability to generate fresh, unique, and appropriate ideas that can used as solutions to communication problems
divergence and the (5) ways to achieve it
the extenct to which an ad contains elements that are novel/different/unusual
(1) Originality
(2) Flexibility
(3) Elaboration
(4) Synthesis
(5) Artistic Value
Young’s model of the creative process (5)
(1) immersion- gathering raw material
(2) digestion- working the information
(3) incubation- putting the problems out of your conscious mind
(4) illumination- the birth of an idea
(5) reality or verification- studying the idea to see if it looks good
account planning
the process of conducting research and gathering relevant information to a client’s product/service/brand/consumers for use in the development of creative strategy as well as other aspects of an IMC campaign
general preplanning input
information gathering/market research that can assist in the initial stages of the creative process of advertising
product/service-specific preplanning input
specific studies provided to the creative department on the product or service/target audience
problem detection
consumers familiar with the product provide feedback
focus groups
a group of 10-12 customers from the target audience is led through a discussion regarding a specific product/service
ethnographic research
research technique that involve studying or observing customers in their natural environment
storyboard
a series of drawings used to represent the layout or visual plan of a commercial
advertising campaign
a comprehensive advertising plqn that consists of a serise of mesages in a variety of media that center on a single theme or idea
major selling idea
the basis for a central theme or mesage idea in an advertising campaign
unique selling proposition (USP) and it’s (3) properties
advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand
(1) each advertisment must make a proposition to the customer “buy this product and you will get this benefit”
(2) the proposition cannot be offered by competition
(3) the proposition must be strong eough to pull the masses
