Wells12_Basic 广告文案写作 教学教案.ppt

The Creative Side and Message Strategy Part 4: Effective Advertising Messages Chapter 12 Chapter Outline Chapter Key Points The Art and Science of Creative Advertising Creative Strategy Facets of Creative Strategy Planning and Managing Creative Strategy Key Points Define creative advertising and explain how it leads to a Big Idea Describe the characteristics of creative people and their creative process Discuss key creative strategy approaches Outline the key parts of a creative brief The Art and Science of Creative Advertising The ROI of effective advertising Relevant, original, and has impact The Big Idea Implements the advertising strategy so that the message is both attention getting and memorable The Creative Leap Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way Creative Thinking Free association Creates the juxtaposition of two seemingly unrelated thoughts Divergent thinking Uses exploration to search for all possible alternatives Analogies and metaphors Used to see new patterns or relationships Right-brain thinking Intuitive, nonverbal, and emotion-based thinking Creative Strategy Where the art and science of advertising come together A Big Idea must be Creative Strategic Creative strategy What the advertisement says Also called message strategy Creative execution How it is said Message Objectives Perception: create attention, awareness, interest, recognition, and recall Cognitive: deliver information and understanding Affective: touch emotions and create feelings Persuasion: change attitudes, create conviction and preference Transformation: establish brand identity and associations Behavior: stimulate some form of action Head and Heart Strategies Two basic approaches to translating message objectives into strategy Hard- and Soft-Sell strategies Hard Sell: touches the mind and creates a response based on logic Soft Sell: uses emotional appeals or images to create a response Head and Heart Strategies Mos