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Lecture notes 390
Terms in this set (30)
Creativity is taking existing things and combining them in new ways or for new purposes
Big c creativity
• Person is eminent within a particular field
o Ex) Frank Lloyd Wright, Dalí, Einstein, Oprah MJ, Dr. Seuss
• Clear- cut creative contribution
• Culture changing
little c creativity
• Used in everyday life
• Often associated with problem solving
The four c model
• Mini C: Creativity is inherent in the learning process; personal meaning
• Little C: everyday activities that non-experts participate in
• Pro-C: achieve professional level expertise in any creative area
• Big-C: the culture changers
Six negative traits and flipsides of big-c and pro-c people
1. Egotistical (Confident)
2. Impulsive (Quick decision makers)
3. Argumentative (able to see different angles)
4. Immature (don't accept everything at face value)
5. Abset minded (hypforcused
Old view of the agency structure
Consumer → Agency → Target market
New view of the agency structure
Brand ← Agency → Community
Agency adaptation strategies
• Some agencies buy digital agencies
• Some agencies create across new and old media, then hire specialists to execute ideas
• Some agencies only hire creatives with digital background
Brand/ client adaptation strategies
• More partners on a project basis
• Smaller partners
• Agency of record disappearing
Who are these partners?
• Small, nimble
The creative strategy
• All advertising must be "on strategy"
• Strategy reflects what you want your audience to take away from the ad
• Effective advertising = sound strategy delivered persuasively and memorably
• Strategies= agreement between account executive, creative director and client
The Hierarchy of Effects
Traditional advertising works best at...
the bottom of the hierarchy
Works well at creating awareness and knowledge and works well at effecting like ability.
• Personal selling, sales promos, word of mouth is more effective toward the top
• Gathering of specific information (JWY)
o Read everything you can find
o Talk to a lot of people, consumers who consume your product, those who don't, people who make/ sell your product
o Use/ play with the product
o Introspection (look inside yourself for your feelings about the product)
After fact finding
• You digest
• You look for the key insights
• Illumination (digest, sort through, get frustrated, not seeing the big picture, walk away and then it should hit you)
• From the key insight, you develop the creative strategy
The key insight
• The problem that must be solved or the best opportunity to grow sales (1 or 2 sentences)
• Stated from the consumers' point of view
• Must be addressable by advertising
• Think hierarchy of effects
Growing market share by
• Stealing business from competition? (This would lead to a very specific creative strategy- find weakness in market leader)
• Getting current customers to learn more?
• Increasing overall consumption within the product category?
• Create a new product category?
Definition of creative strategy statement
• A straightforward, declarative document that sums up what you want your advertising to say
o In plain English, this is the message we want to get across
• Outline how you will solve the problem or take advantage of the opportunity identified in your key insight. It's a battle plan
• The link between fact finding and creating ads
Five things to know about creative strategy statements
• Are done by all agencies
• Aren't always called "creative strategy statements"
• All share similar elements
• Keep the creative team "on-strategy"
• Represent an agreement between the account management team, the creative team, and the client
Target market must be...
Think about what people look for when they purchase the specific product
Characteristics of a good creative strategy
1. Focused (Can it be summed up in a single thought)
2. Meaningful (avoid empty words)
3. Moving (hierarchy of effects)
Why can great strategies help creatives?
• You never know what ideas any section of the strategy may spark
• Remember: the ads must always reflect how we want to be thought of and the consumer promise
• The strategy opens doors to deliver this creatively
Fact finding: where to start
• Industry overview
Four fact finding methods
1. Read everything you can
a. But don't believe everything you read
2. Ask/ Talk
a. But don't believe everything people say
3. Use/ Play
a. Don't simply trust your own observations
a. Looking into your own lives and observations, this is what the product means to me, this is how I use it
Coming up with names
• Describe product
• Personification; invented or real
• Nonsense words
• Sometimes designed by art directors
• Sometimes graphic artists (specialists)
• Logos evolve, seldom totally change
• Act as a descriptor
o of what your business does, especially if it's a business people don't know
• Unique, recognizable
• Be compatible with your image
In advertising, trademarks can protect...
• Product names
• Taglines/ slogans
• Trade characters
Trademarks can not protect...
• Descriptions of your product
• Executional style
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