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    Creative Strategy CH 11

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    Syed Ghous Ali Shah
    The creative strategy in advertising plans defines two efforts: 1) The artistic design of the ad (art direction) and 2) The various audio/visual components and stylistic touches that make up the ad (production values). The copy platform provides background information to craft the ad, including the problem it solves, target audience, competition, key benefits, unique selling proposition, and selling style (either hard sell demanding immediate purchase or soft sell gradually building desire). Appeals can be head/logical to rationally convince or heart/emotional to find a place in the consumer's feelings, often using a combination of both.

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    Creative Strategy CH 11

    Uploaded by

    Syed Ghous Ali Shah
    27 views8 pages
    The creative strategy in advertising plans defines two efforts: 1) The artistic design of the ad (art direction) and 2) The various audio/visual components and stylistic touches that make up the ad (production values). The copy platform provides background information to craft the ad, including the problem it solves, target audience, competition, key benefits, unique selling proposition, and selling style (either hard sell demanding immediate purchase or soft sell gradually building desire). Appeals can be head/logical to rationally convince or heart/emotional to find a place in the consumer's feelings, often using a combination of both.

    Original Description:

    The Creative Side of Advertising

    Original Title

    Creative Strategy Ch 11

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    The creative strategy in advertising plans defines two efforts: 1) The artistic design of the ad (art direction) and 2) The various audio/visual components and stylistic touches that make up the ad (production values). The copy platform provides background information to craft the ad, including the problem it solves, target audience, competition, key benefits, unique selling proposition, and selling style (either hard sell demanding immediate purchase or soft sell gradually building desire). Appeals can be head/logical to rationally convince or heart/emotional to find a place in the consumer's feelings, often using a combination of both.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    27 views8 pages

    Creative Strategy CH 11

    Uploaded by

    Syed Ghous Ali Shah
    The creative strategy in advertising plans defines two efforts: 1) The artistic design of the ad (art direction) and 2) The various audio/visual components and stylistic touches that make up the ad (production values). The copy platform provides background information to craft the ad, including the problem it solves, target audience, competition, key benefits, unique selling proposition, and selling style (either hard sell demanding immediate purchase or soft sell gradually building desire). Appeals can be head/logical to rationally convince or heart/emotional to find a place in the consumer's feelings, often using a combination of both.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 8

    Chapter 11

    The Creative Side of Advertising

    Quotes..
    It is better to have enough ideas for some of them to be wrong, than to be always right by having no ideas at all. Edward De Bono

    Happiness is not in the mere possession of money; it lies in the joy of achievement, in the thrill of creative effort. Franklin Roosevelt
    Creativity comes from trust. Trust your instincts. and never hope more than you work. Anonymous

    Creative strategy
    The creative strategy in the plan that defines 2 advertising efforts: The art direction: the artistic design of the ad 1.The production values: the various audio and visual components and stylistic touches that make up the ad 2. The copy platform: a checklist providing background info needed to craft the ad.

    Copy platform
    Statement of the problem the advertising is expected to solve The advertising objective The product description Profile of target audience Assessment of competition Key consumer benefit Support for key benefits The USP The selling style and advertising appeal.

    The selling style: hard and soft


    Hard sell advertising: pounds the audience with demands to buy now! The best, the most wonderful product in the world.
    Soft sell: a subtle approach to persuasion and builds the desire for the product. It creates a situation in the minds of the consumer that will lead to desired purchase decision.

    The appeals: head and heart


    Head/logical/rational appeals: aim to convince the consumer with rational.
    Heart/emotional appeals: aim to find a place in the consumers heart.
    The logical appeal tries to sell the product based on performance,features or its ability to solve problems. Emotional appeal tries to sell the product based on the satisfaction that comes from its purchase and then either owning or giving the product as a gift.

    Common appeals
    Appeals usually used are the combination of both logical and emotional.

    Soya supreme: cash ghar lao. Price and value appeals Movenpick/Mercedes Quality appeals Star appeals and testimonials Bonanza, Arial(izzat of housewives) Ego appeals Because Im worth it! Fear or anger appeals Drugs, population, disease. Sensory appeals Food, pens, jewelry Sex, love & social acceptance appeals Perfumes, Ufone Novelty appeals Reebok lets U.B.U! Benefit Appeals Conflict resolution

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