Unit 9 Creative Strategy 经典广告学英语课件合集.ppt

Creative Strategy An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. ⊙ Advertising Creativity Burger King searches for the right ad campaign 平面广告设计欣赏-Burger King 汉堡王形象设计（Burger?King） How creativity enhances advertising? 1. Creativity helps advertising inform - Good creative work adds vividness which researchers believe attracts attention, maintains interest, and stimulates consumers thinking. ? 2. Creativity helps advertising persuade - Advertising has been used to create myths and heroes to motivate customers and helps position a product on the top rung of consumers mental ladders. ? 3. Creativity helps advertising remind - Innovation is needed to keep the message interesting for old products year after year.? 4. Creativity puts the boom in advertising - Great advertising works much like a great joke. It takes an everyday situation, looks at it creatively, adds exaggeration, and then delivers it as a surprise.? The Creative Mix Four elements: the target audience (primary market, secondary market, centers of influence) the product concept the 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. When the strategy is developed, it is communicated to the creative department by preparing the creative brief创意纲要. Creative Brief 创意纲要 The creative brief serves as the creative teams guide for writing and producing the ad. In some agencies it may be referred to as a copy platform, a work plan, or a copy (or creative) strategy. In all cases, a simple written statement is one of the most important issues to consider in the development of the ad or campaign. Elements of Creative Brief who (prospe