Chapter 8 Creating ads: strategy and process

creativity

involves combining two or more previously unconnected objects or ideas into something new.

creative pyramid

A five-step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. The five elements are: attention, interest, credibility, desire, and action.

artist

A role in the creative process that experiments and plays with a variety of approached, looking for an original idea

explorer

A role in the creative process that searches for new information, paying attention to unusual patterns.

advertising objectives

A specific communication task an advertising campaign should accomplish for a specific target audience

value-based thinking

A style of thinking where decisions are based on intuition, values, and ethical judgments.

advertising messages

An element of the creative mix compromising what the company plans to say in its advertisments and how it plans to say it- verbally or nonverbally

brand personality

Describes a brand in terms of human characteristics. A significant component in effective branding is imparting personality to a brand, reflecting its reputation, attitudes, and behavior.

creative director

Heads a creative team of agency copywriters and artists that is assigned to a client's business; is ultimately responsible for the creative product—the form the final ad takes.

informational ads

Promising benefits that will offer relief from an undesirable situation or condition. Informational ads tend to address negatively originated purchase motives, such as problem removal or avoidance, in an attempt to provide solutions to those problems.

art direction

The act or process of managing the visual presentation of an ad or commercial.

mandatories

The address, phone number, Web address, etc. that the advertiser usually insists be included within an ad to give the consumer adequate information

visualization

The creative point in advertising where the search for the "big idea" takes place. it includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concepts of how to communicate what needs to be said.

big idea

The flash of creative insight—the bold advertising initiative—that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen.

creatives

the people who work in the creative department, regardless of the specialty

target audience

The specific group of individuals to whom the advertising message is directed.

problem the advertising must solve

What you want the advertising to do. The specific challenge that marketing communications must overcome to meet the marketing objectives.

message strategy

a document that helps media planners determine how messages will be delivered to consumers. It defines the target audience the communication objectives that must be achieved and the characteristics of the media that will be used for delivery of the message.

brainstorming

a process in which two or more people get together to generate new ideas; often a source of sudden inspiration

judge

a role in the creative process that evaluates the results of experimentation and decides which approach is more practical.

warrior

a role in the creative process that overcomes excuses, idea killers, setbacks. and obstacles to bring a creative concept to realization

fact-based thinking

a style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution

art director

along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together

benefit statement

describes what a product or service does to provide a benefit to the consumer. Whenever possible, these should focus on an important, single-minded process.

copywriter

person who creates the words and concepts for ads and commercials

transformational ads

promising benefits that will reward consumers. transformational ads tend to address positively originated purchase motives, such as sensory gratification, intellectual stimulation, or social approval, in an attempt to make people feel happier.

support statement

provides information about the product or service that will convince the target audience that the key benefit is true

creative process

the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways

art

the whole visual presentation of a commercial or advertisement- the body language of any ad. Also refers to the style of photography or illustration employed, the way the color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion

creative strategy (look up)

the written statement that serves as the creative team's guide for writing and producing an ad. (the decisions regarding the who, what ,where, when and why) the development of the ad. p.203

special requirements

unique characteristics of the advertiser, brand, target audience, media, competition, budget, etc. that should be considered during the creative development process