乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter08a.pptVIP

Creative Strategy:Planning and Development Advertising Creativity Taglines That Set Vegas Part Best Ads of all Time? Hard- vs. Soft-Sell Advertising The Power Idea Creativity and Synergy An Absolut World The Only Rule in Advertising The Perpetual Debate Wrigley Takes a Creative Risk Creative Personnel Young’s Creative Process Wallas’ Creative Process Model Test Your Knowledge Getting Creative Input Branding Research Got Milk? Input Verification and Revision Top 10 Slogans of the Century An Advertising Campaign Test Your Knowledge Advertising Campaign Themes Developing a Creative Strategy Copy Platform Outline Model of Marketing Information Flow Successful, Long-Running Campaigns Search for a Major Selling Idea The Unique Selling Proposition (USP) Perspectives of Great Ad Men on the “Big Idea” Image Advertising Test Your Knowledge Inherent Drama Positioning IBM as a Provider of Business Consulting Services Contemporary Approaches to the Big Idea Which of the following is most often the basis of a marketers creative strategy when the company has multiple brands competing in the same market? A) Unique selling propositions B) Brand image C) Inherent drama D) Transformational advertising E) Positioning Inherent Drama Messages generally presented in a warm, emotional way Focus on consumer benefits with an emphasis on the dramatic element in expressing them Positioning Establish a particular place in the customer’s mind for the product or service Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved Chapter One An Introduction to Integrated Marketing Communications ? 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Relation to textThis slide relates to the material on pp. 249-251 of the text and the opening vignette, which discusses how RR Partners help Las Vegas regain its exclusivity. Summary OverviewOne of the most important components of an integrated marketing communications program is the advert