The document discusses various aspects of creative planning and strategy development for advertising, including:
- The importance of creativity in advertising for building brand image and standing out.
- The creative process, from preparation to verification.
- Developing a creative strategy, including defining a unique selling proposition and positioning.
- Using different approaches like finding inherent drama or creating a memorable brand identity.
5. 1. The Importance of Creativity in Advertising Cannes Festival The Olympic Games of Advertising Major Categories - Film ( Television ) - Press and Poster ( print and outdoor ads ) - Cyber advertising ( online marketing and adds for websites ) - Titanium Lion (Innovative work across integrated media) - Radio Lion
6. 2. Planning Creative Strategy Different Perspective on Advertising Creativity Production side : ads as promotional tools to communicate to the marketplace. (such as product manager, brand manager, account executives) Creativity side : ads as a communication vehicle for promoting their own aesthetic viewpoints and personal career objective . (such as art director, copywriter, commercial director and producer ) To Breakthrough the clutter and make an impression on the target audience & an ad often must be unique and entertaining
8. 2. Planning Creative Strategy Taking Creative Risk Goal Sell The Product Clients takes some risks if they want breakthrough advertising that get noticed. The agency can develop great advertising partly because clients willing to take risks. Not all companies or agencies agree that advertising has to be risky to be effective
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13. 3. The Creative Process Account Planning A process that involves conducting research and gathering all relevant information about client’s conducting research and gathering all relevant information about a client’s product or service , brand , and consumers in the target audience
14. 3. The Creative Process Inputs to the Creative Process: Preparation, Incubation, Illumination Ask everyone involved for information! Read anything related to the product or market! Work in and learn about the client’s business! Use the product to become familiar with it! Listen to what people are talking about! Getting Creative Input Background Research
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16. 3. The Creative Process Inputs to the Creative Process: Verification, Revision Evaluate Ideas Generated Reject Inappropriate Ideas Refine Remaining Ideas Give Them Final Expression Directed Focus Groups Message Communication Studies Portfolio Tests Viewer Reaction Profiles Portfolio Tests Message Communication Studies Directed Focus Groups Give Them Final Expression Refine Remaining Ideas Reject Inappropriate Ideas Evaluate Ideas Generated Objective Techniques
17. 3. The Creative Process Storyboard is a series of drawings used to present the visual plan or layout of a proposed commercial. It contains a series of sketches of key frames or scenes along with the copy of audio portion for each scene. Testing a Commercial Marketers can gain insight into consumers’ reactions to a commercial by showing them a storyboard.
25. 4. Creative Strategy Development Model of Marketing Info Flow (From the Marketing Manager to the Creative Staff) Creative Staff Internal Client Decision on How Much Info Should be Shared with the Agency Client Gatekeepers (Brand Manager) Art is Created Agency Gatekeepers (Account Manager) Client / Agency Client - Agency Communication Internal Agency Communication Agency Gatekeeper’s Decision on How Much Client Info to Share with Creative Staff Knowledge of Vital Marketing Info
26. 4. Creative Strategy Development Major Selling Idea Should emerge as the strongest singular thing you can say about product or service. This should be the claim with the broadest and most meaningful appeal to target audience. Be certain you can live with it; it stands strong enough.
27. 4. Creative Strategy Development Best- Known Major Major Selling Idea Approaches
37. Member No. Student ID Title Name Surname 1 5310224061 Mr. Piyapong Buaban 2 5310224069 Miss. ChorKaew Rahong 3 5310224073 Mr. Ungkrandecha Boonmasuab 4 5310224085 Miss Sirimas Theerapharp 5 5310224087 Miss Phatthranit Rueangputtisak 6 5310224091 Mr. Jatupol klangprapun 7 5310224095 Mr. Prasopchoke Puangsa-ard 8 5310224102 Miss Wiwan Popet 9 5310224109 Mr. Akrapol Pornprayuth 10 5310224114 Miss Pariyarat Chantraprasit 11 5310224116 Miss Weeraya Klinhom
Notas do Editor
Contents ที่สำคัญที่จะพูดในวันนี้ก็จะพูดถึงเรื่องของ ความสำคัญของ Creativity ใน Advertising การวางแผนเกี่ยวกับกลยุทธ์ ของ Creativity Creativity Process Creative Strategy Development
