Chapter12 - Chapter 12 Outline CREATIVE STRATEGY AND THE...

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Chapter 12 Outline CREATIVE STRATEGY AND THE CREATIVE PROCESS The Creative Team: The Authors and Encoders of Advertising (p. 371) As discussed in Chapter 1, the source in the marketing communications process is multidimensional (sponsor, author, and persona). In advertising, the encoding of messages—the conversion of mental concepts into symbols— is the responsibility of the creative team. Although the client is the sponsor of the advertising, the creative team is the author. All of the members of the creative team play an important role: A. Copywriters develop the verbal message—the copy (words) within the ad spoken by the imaginary persona. B. Art directors are responsible for the nonverbal aspect of the message— the design—that determines the visual look and intuitive feel of the ad. C. Creative directors (who are often former copywriters) are ultimately responsible for the creative product—the form the final ad takes. D. Creatives are the people in all specialties who work in the creative department. What Makes Great Advertising? If we were to examine many great ads, we would find two dimensions of ad greatness: audience resonance and strategic relevance. A. The Resonance Dimension (p. 372) To resonate means to echo, reverberate, or vibrate. Example: Taylor Guitar ad achieves the “boom factor” creating a lasting impression (p. 372) 1. Resonance within an audience is created with a boom factor (like a cannon’s boom) that gets attention and captures the imagination. 2. Informational and transformational ads can create resonance. As discussed in Chapter 5, negatively originated motives (i.e., problem avoidance or removal) are often handled with informational ads. Positively originated motives (i.e., sensory gratification, intellectual stimulation, or social approval) are resolved with transformational advertising using positive reinforcement. 3. Most ads fail to resonate with audiences because of poor execution. B. The Relevance Dimension (p. 373) How well the message strategy relates to the audience’s needs and wants. 1. The ad must be relevant to sponsor’s strategy or it will fail. 2. Even if it resonates with the audience, it may not be great advertising. Formulating Advertising Strategy: The Key to Great Creative (p. 373) 1
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Although the text and the visual carry the ad message, behind the creative team’s choice of tone, words, and ideas lies an advertising strategy. Advertising strategy consists of four elements: the target audience, product concept, communications media , and the advertising message . The agency and client team must understand and agree to these four elements of the advertising strategy before any creative work begins. The account management group develops ad strategy, while, in some agencies, account planners research the market with input from account management. When the strategy is developed, it is communicated to the creative
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Chapter12 - Chapter 12 Outline CREATIVE STRATEGY AND THE...

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