Escolar Documentos
Profissional Documentos
Cultura Documentos
CREATIVE STRATEGY - 1
Advertising Creativity
Creative Strategy
Creative Tactics
Agency
Account executives Media planners
Client
Marketing managers Brand managers
Researchers
Upper management
Suits
Artists
Nissan vehicles and a mystical Japanese character loosely based on Nissan Motor
Corporation U.S.A. founder Yutaka Katayama. The Dream Garage featured a number of Datsun Roadsters most notably a silver 1967 Datsun Roadster 2000 which was featured prominently in the print campaign.
http://www.youtube.com/watch?v=ZbewlRlMWLU
Creative Personnel
Digestion
Incubation
Illumination
Verification
Branding Research
An Advertising Campaign
Integrated Interrelated
Coordinated
In Different Media
Creative Strategy
Creative staff
Art is created
Budweiser
Intel
Must be unique to this brand or claim; something rivals can't or don't offer
David Ogilvy
Brand image or personality is particularly important when brands are similar
Leo Burnett
Find the inherent drama or characteristic of the product that makes consumers buy it
Every ad must contribute to the complex symbol that is the brand image.
(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.
Image Advertising
Inherent Drama
Inherent Drama
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Positioning
Positioning
Establish a particular place in the customers mind for the product or service
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
CREATIVE STRATEGY - 2
Advertising Appeals
Execution Style
The way an appeal is turned into an advertising message The way the message is presented to the consumer
Pride
Achievement Accomplishment
Self-esteem
Embarrassment Actualization Pleasure
Ambition
Comfort
Approval
Affiliation
Acceptance
Embarrassment
Status
Social-Based Feelings
Belonging
Involvement
Transformational Ads
Feelings
Images
Meanings
Beliefs
Richer
More Exciting
Warmer
More Enjoyable
Emotions
Personality
Product Benefits
Ad Execution Techniques
Ad Layout
Visual element
Body copy
Indirect headline
Preproduction
Production
Postproduction
Preproduction Tasks
Preproduction
Production timetable Bidding
Production Tasks
Production
Location
Timing
Talent
Postproduction Tasks
Postproduction
Duplicating Audio/video mixing
Approvals
Opticals