Problem: How can the
creative process lead to an effective message?Learning objectives:_What
does a creative process consist of?_How
to generate appealing messages for the target audience?_Case examples
Answers:
What does a creative process consist of?
According to Adrian R. Mackay, there are 4 stages of the creative process:_Creative brief and Key message: Written by the account manager, with the support of the planner and signed off by the client. This document includes the advertising objectives:
Why are we advertising?
What are we selling?
Who are we talking to?
What we must say?
Why should consumer believe it?
What are the values of the brand?
_Creative proposition: Key message is developed by the planner and account manager then finally agreed on by the creative team.
_Creative idea: creative team start brainstorming and develop alternative ideas then present the scripts to the client.
_Execution: once an idea is accepted by the client, the team continues to finish the advertisement..
The first step of the plan is researching. The marketers make several types of researches for defining the marketing tasks:
_Define the target audience
_Identify the features and benefits
_ Clarify the current position
_Align wants and needs with the product
_Determine call to action
The research can be divided in to 2 categories: Primary research and secondary research
Primary research:-Checkout the competitors. Review the ads, promotional materials for the product.( visual structure, symbolism and statements).
-Talk to the customers who buy, or might buy the product and ask them why they bought it or not.
-Talk to the customers who considered but did not buy the product.
-Provide the image or words related to the products and ask consumers to make associations.
-Show the storyboard and ask about their feeling toward the main character.
Secondary research:
Find the information about the markets, products, and consumers on the internet or written materials.
(studies, researches)
Promote the strength of the company:-From the inside: features
The features help the customers to figure out the importance of the product
-From the outside: benefits
Benefits leads to the satisfaction of a consumer's wants and needs.
Copy platform:
-Identify the one thing that's most important: use a position statement about the product.
-Support that one thing with believable information: include the features and benefits and visual supports.
-Connect people with the product
Tone: Finding the voice:
Figure out how to say in an appropriate way.
Brand image:
Use simple, unique, and easily recognized visuals to stick in customer's mind.
How to generate appealing messages for the target audience?
The first step of the plan is researching. The marketers make several types of researches for defining the marketing tasks:
_Define the target audience
_Identify the features and benefits
_ Clarify the current position
_Align wants and needs with the product
_Determine call to action
The research can be divided in to 2 categories: Primary research and secondary research
Primary research:-Checkout the competitors. Review the ads, promotional materials for the product.( visual structure, symbolism and statements).
-Talk to the customers who buy, or might buy the product and ask them why they bought it or not.
-Talk to the customers who considered but did not buy the product.
-Provide the image or words related to the products and ask consumers to make associations.
-Show the storyboard and ask about their feeling toward the main character.
Secondary research:
Find the information about the markets, products, and consumers on the internet or written materials.
(studies, researches)
Promote the strength of the company:-From the inside: features
The features help the customers to figure out the importance of the product
-From the outside: benefits
Benefits leads to the satisfaction of a consumer's wants and needs.
Copy platform:
-Identify the one thing that's most important: use a position statement about the product.
-Support that one thing with believable information: include the features and benefits and visual supports.
-Connect people with the product
Tone: Finding the voice:
Figure out how to say in an appropriate way.
Brand image:
Use simple, unique, and easily recognized visuals to stick in customer's mind.
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