3. CREATIVITY,Making the simple complicated is
commonplace; making the complicated simple, awesomely simple,
that's creativity -------Charles Mingus, Musician
CREATIVE ADVERTISING, is really advertising
that creates sales.
7. How to create a Creative Advertisement
Creative Objective
Target Audience
Positioning Strategy
Hot buttons
Message Strategy
Key benefit focus
Proof, Reason why
Tone, Appeal
Media
8. Problem / Goal
What is the primary focus of the campaign?
These are only a few examples
• To create or increase awareness
• To alter a perception
• To build or enhance image
• To launch a new product
• To attract a new target market
9. Creative Strategy
The search for the “BIG IDEA.” The concept or central
theme that will bind the campaign together.
Key
Strategic
Elements
Kellogs
Nike
Mountain Dew
10. More “Big Ideas”
Nike Just Do It
Volkswagen Drivers Wanted
KFC Finger lickin’good
Maytag The Idle Repairman
Good creative concepts have longevity and cross
many markets.
11. Creative Appeal Techniques
A sampling of possibilities to motivate the target market!
• Positive
• Negative
• Humour
• Sex
•Affective
• Emotion
• Lifestyle
• Comparison
• Facts
•Resonance
12. Creative Execution
What specific techniques will be used to bring the
strategy to life?
• Product Demonstrations
• Testimonials
• Endorsements
• Taglines and Slogans
13. D'ARCY MASIUS BENTON & BOWLES UNIVERSAL
ADVERTISEMENT
D'Arcy Masius Benton & Bowles (DMB&B) was an advertising agency
in the United States with worldwide subsidiaries.
DMB&B created the original Santa Claus icon for a Coca-Cola ad, as well as
the slogans "This Bud's for you" for Budweiser, "Taste the Rainbow" for
Skittles and "Melts in your mouth, not in your hands" for M&Ms.
D'Arcy won several other big clients, including Standard Oil of Indiana,
Royal Crown Cola, and car manufacturer Studebaker-Packard. In the mid-
1950s the company also opened an office in Chicago. Along with its
branches in Detroit, Houston, Dallas, and Havana, Cuba, this gave D'Arcy
12 offices across North America.
14. Promotional Creativity Shown In Advertisement In
Different Television Channels Of Bangladesh
Here we are displaying some advertisement shown in our different
television channels
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19. Idea Generation:
1.We have learned about IMC.
2.We have learned how to create a
creative advertisement.
3.We have identified potential
creative advertisement of our
country.
4.At all we think we have a good
concept about the creative process
of advertisement