Chapter 5: The Creative Process PDF

CHAPTER 5. THE CREATIVE PROCESS Why does advertising thrive on creativity? Advertising creativity is the ability to develop fresh, unique as well as appropriate ideas which can be utilized as solutions to communication problems. To be appropriate as well as effective, a creative idea m...

CHAPTER 5. THE CREATIVE PROCESS Why does advertising thrive on creativity? Advertising creativity is the ability to develop fresh, unique as well as appropriate ideas which can be utilized as solutions to communication problems. To be appropriate as well as effective, a creative idea must be pertinent to the target audience  MESSAGE STRATEGY A message strategy is deciding what to say and how to say it — in order to achieve an ultimate business goal. It's how you turn marketin into communications, and communications into results.  MESSAGE OBJECTIVES 1. Promoting brand recall How to improve brand recall? Build a great brand identity. To be memorable you need to have a strong and unique brand profile. This must include every touchpoint people have with your company; from your logo to your advertising, your packaging to your website content and social media. 2. Linking key attributes to the brand name 3. Persuading the customer Methods for executing a message strategy objective 1.REPETITION 2.SLOGANS 3.JINGLES THE CREATIVE TEAM AND THE CREATIVE BRIEF -A creative team is comprised of individuals supporting a company or organization with their creative skills. Creative teams are typically filled with writers, artists, designers, and others who can look at a problem and develop creative content to help solve it.  THE CREATIVE PROCESS  The creative process is made up of 5 steps: preparation, incubation, illumination, evaluation, and implementation. 1.The preparation stage of the creative process often begins with gathering research and defining objectives. 2. Incubation: Absorbing and Processing-it might take you months or even years to fully absorb and process creativity. There’s no shame in the length of time you incubate, so don’t feel pressured. It’s very important not to rush this stage, and to give yourself time for the next step to occur.  3. Insight: The “Eureka” Moment  This moment is traditionally referred to as the “insight” stage of the creative process, or what some have playfully dubbed the “Eureka!” moment. (It’s also occasionally called the illumination stage in the creative process.) . Evaluation: Putting Your Idea Through the Wringer This is the phase where you really dig deep—as tricky and painful as it might be to your ego—and ask yourself if this is an idea that’s ultimately worth working on.  The most important questions an artist should ask before pursuing a project. Some of those questions include the following: Questions to Ask Before Starting a Project  Has this been done before?  How will I do this in a way that hasn’t been done yet?  Will I actually enjoy this?  Why does this idea or project matter to me, specifically?  Am I challenging myself?  5. Elaboration: Putting Pen to Paper (So to Speak)  It’s finally time to “elaborate.” Or in easier-to-understand terminology, it’s officially time to put pen to paper, ink to canvas, and clay to wheel. This is the phase where you’re actively creating something and bringing your idea to life  EXECUTING THE CREATIVE COPYWRITING- Is the process of crafting the meaning of a brand through words. CREATIVE BRIEF- Serves as the guide used in the copywriting process to specify the message elements that must be coordinated during the preparation of copy.  Key elements in devising a creative brief 1. Target market 2. Product features to be emphasized 3. The benefits a user receives 4. The media chosen for transmitting information 5. The suggested mood or tone for the ad or promotion 6. The production budget  COPYWRITING  IS THE PROCESS OF CRAFTING THE MEANING OF A BRAND THROUGH WORDS.  Copywriting for Print Advertising 1. The headline- is the leading sentences usually at the top or bottom of the ad, that attracts attention, communicates a selling point or achieves brand recognition. 2. Subhead-consist of few words or a short sentence and usually appears above or below the headline. 3. The Body Copy- is the textual component of an advertisement and tells a more complete story of a brand. Techniques for preparing body copy: 1.Straight-line copy-explain why a reader will benefit from the brand directly. 2.Dialogue-delivers the selling point through a characters in the ad. 3.Narrative-display a series of statements about the brand. 4.Direct response copy-the copywriter highlights the urgency of acting immediately.  MUSIC IN ADVERTISING  Music brings a certain flavor to an advertisement. Without the music the ad would seem bleak. Music can create emotion and motivate people. When paired with the right ad music can make a person associate the product with a certain feeling enabling them to go purchase the product. Did you know that sound marketing can increase brand recall by up to 96% compared to visual branding alone? Music and sound effects are powerful tools that can be used by brands to create a certain mood and influence buying behavior.