Topic 7: Creative Strategy

Question 1

What is Creative Strategy?

Answer 1

The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.

Question 2

Benefits of Creative Ads:

Answer 2

• facilitates memory (requires more processing and increased attention)
• make other ads less memorable
• makes creative consumers

Question 3

Model of Creative Processing

Stuhlfaut & Windels

Answer 3

• identify the problem
• determine the strategy
• presenting initial strategy to client
• briefing the team
• creating the core concept (dispersed, consultative, collaborative, holistic)
• presenting rough concepts internally
• translating idea into traditional/new media
• presenting prototypes to client for approval
• revising and extending concepts to full campaign
• producing creative materials for media

Question 4

The Creative Process

Answer 4

• Message Strategy (wat to say, major selling argument)
• Big Idea: (brings strategy to life)
• Execution (how to say it, appeals and techniques)

Question 5

Strategic Triad

Answer 5

Consumer:
understanding the consumer

Product:
understanding what the product is to the consumers (functional characteristics and brand image added value)

Competition: understanding who the real competitors are

Question 6

Types of Message Strategies

Answer 6

• Generic (promote category, not the brand)
• Pre-Emptive (unique claim)
• USP (unique proposition based on functional attributes)
• Positioning (position product in consumer’s mind)
• Brand Image (build an image about the product)
• Inherent Drama (uses drama within the product to portray benefits)
• Resonance (ad strikes a cord or resonates with the viewer)
• Affective (purely emotional)

Question 7

The Big Idea

Answer 7

The central idea of the IMC campaign, translated into attention-getting distinctive and memorable messages.

Question 8

Young’s Creative Model

Answer 8

1. immersion
2. digestion
3. incubation
4. illumination
5. reality or verification

Question 9

Message Appeals

Answer 9

Approach used to attract attention or interest and influence feeling towards the brand.

INFORMATIONAL (rational appeals): primarily processed cognitively and focus on practical, functional, utilitarian benefits or reasons.

TRANSFORMATIONAL (emotional appeals): primarily processed emotionally and focus on social or psychological needs.

Question 10

Execution Style

Answer 10

The way a particular appeal is transformed into a message.

Question 11

Execution Techniques

Answer 11

• Straight sell
• Scientific/technical
• Demonstration
• Comparison
• Testimonial/ endorsement
• Slice of life (product solves a problem in a real-time, everyday situation)
• Animation
• Imagery
• Dramatization (narrative where the product is the hero)
• Humour

Question 12

Creative Tactics for Print

Answer 12

1. headline
2. visual elements
3. body copy
4. layout