Learning Objectives. Creative Planning Essentials. Learning Objectives (cont.) Advertising Plan. Creative Development Process. Client Responsibility

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1 CHAPTER 5 Creative Planning Essentials Learning Objectives Identify communications process elements Distinguish between client & agency responsibilities in creative development Explain creative development stages Discuss the creative brief and its processes Continued Copyright 2009 Pearson Education Canada 5-2 Copyright 2009 Pearson Education Canada Learning Objectives Identify and distinguish among creative objectives, strategies and execution Describe appeal techniques Identify the various execution techniques used for presenting messages Explain measurement techniques for evaluating creative Advertising Plan Is divided into two distinct yet connected sections Creative Plan Devise message Media Plan Devise media strategies 5-3 Copyright 2009 Pearson Education Canada 5-4 Copyright 2009 Pearson Education Canada Creative Development Process Client Responsibility Provide enough market, competitor, customer, and product information Helps develop creative objectives Limited input of creative strategy statements Creative evaluation process 5-5 Copyright 2009 Pearson Education Canada 5-6 Copyright 2009 Pearson Education Canada 1

2 Agency Responsibility Client- Agency Responsibility Understand the marketplace Develop a more precise creative strategy Creative execution details 5-7 Copyright 2009 Pearson Education Canada 5-8 Copyright 2009 Pearson Education Canada Creative Brief A discussion document prepared by the client. It contains relevant information that the agency creative team (copywriters and art directors) can use to develop the creative strategy. Market Information Market profile Product profile Competitor profile Target market profile Budget 5-9 Copyright 2009 Pearson Education Canada 5-10 Copyright 2009 Pearson Education Canada Problem Identification Identification of problem or Overall communication goal Problem Identification A few generic examples of overall communication goals: To create or increase brand awareness To position or reposition a product in the customer s mind To present a new image (re-image of brand) To attract a new target market To introduce a line extension 5-11 Copyright 2009 Pearson Education Canada 5-12 Copyright 2009 Pearson Education Canada 2

3 Advertising Objectives Awareness Interest Preference Action New image New targets Positioning Strategy Statement Brand benefits, personality or desire image Creative Objectives Message content objectives Key benefit statement Support-claims statement 5-13 Copyright 2009 Pearson Education Canada 5-14 Copyright 2009 Pearson Education Canada Creative Strategy Buying motivation Tone and style Theme Appeal techniques 5-15 Copyright 2009 Pearson Education Canada Creative Strategy How will the message be communicated to the target audience? Here are some common creative appeal techniques: Positive Negative Factual Comparative Humorous Emotional Sexual Lifestyle 5-16 Copyright 2009 Pearson Education Canada Website Examples What creative strategies have these firms used on their websites? Through which marketing communications activities and media? Creative Execution Tactical considerations Production considerations 5-17 Copyright 2009 Pearson Education Canada 5-18 Copyright 2009 Pearson Education Canada 3

4 Tactical Considerations Creative Execution What is the best or most convincing way to present a product so the consumer will be motivated to purchase it? Testimonials Endorsements Product demonstrations Torture tests Product as hero Product comparisons Creative Execution Production Considerations Message content and media decisions Budget available Mandatory content Copyright 2009 Pearson Education Canada 5-20 Copyright 2009 Pearson Education Canada Creative Evaluation Does the ad reflect the positioning statement? Does it mislead or misinterpret the intent of the message? Is the ad memorable? Is the brand recognition effective? Should the ad be researched? Creative Research Research Techniques Is to measure the impact of a message on a target audience. Pre-test: evaluated before final production or media placement Post-test: evaluating during or after its placement 5-21 Copyright 2009 Pearson Education Canada 5-22 Copyright 2009 Pearson Education Canada Recognition and Recall Testing Recognition testing Testing for awareness Recall testing Testing for comprehension and impact Common Research Methods Starch Readership test Noted Associated Read most Day- After Recall Testing Research is conducted the day after an audience has been exposed to the ad for the first time 5-23 Copyright 2009 Pearson Education Canada 5-24 Copyright 2009 Pearson Education Canada 4

5 Other Research Methods Opinion-Measure Testing Physiological Testing Inquiry Tests (Split-Run tests) Controlled Experiments 5-25 Copyright 2009 Pearson Education Canada 5