Integrated Marketing Communication Chapter 6

Creative
Strategy
Planning and Development
Chapter - 6
2 Wednesday, December 8, 2021
One need only watch an evening of commercials or

peruse a few magazines to realize there are a myriad
of ways to convey an advertising message.
Underlying all of these messages, however, are a
creative tactics for how the message strategy will be
executed.
Integrated Marketing Communication

Advertising creativity is the ability to generate

fresh, unique and appropriate ideas that can be used
as solutions to communications problems. To be
appropriate and effective, a creative idea must be
relevant to the target audience.

The job of the creative team is challenging because

every marketing situation is different and each
campaign or advertisement may require a different
creative approach. Numerous guidelines have been
developed for creating effective advertising.

Universal Advertising Standards

The target audience for the advertised product or

service must be able to see and sense in a flash what
the product is for, whom it is for, and why they
should be interested in it.
Creating this clear vision of how the product or
service fits into their lives is the first job of
advertising. Without a simple, clear, focused
positioning, no creative work can begin.

Our advertising should be built on the most

compelling and persuasive consumer benefit—not
some unique-but in significant peripheral feature.
Before you worry about how to say it, you must be
sure you are saying the right thing. If you don’t
know what the most compelling benefit is, you’ve
got to find out before you do anything else.

The Power Idea is the vehicle that transforms the strategy into a
dynamic, creative communications concept. It is the core
creative idea that sets the stage for brilliant executions to come.
The ideal Power Idea should:
Be describable in a simple word, phrase, or sentence without
reference to any final execution.
Be likely to attract the prospect’s attention.
Revolve around the clinching benefit.
Allow you to brand the advertising.
Make it easy for the prospect to vividly experience our
client’s product or service.

The great brands tend to have something in common:

the extra edge of having a Brand Personality. This is
something beyond merely identifying what the brand
does for the consumer; all brands do something, but
the great brands also are something.
A brand can be whatever its designers want it to be
—and it can be so from day one.

Why should our clients pay good money to wind up

with advertising that looks and sounds like
everybody else’s in the category? They shouldn’t.
We must dare to be different, because sameness is
suicide. We can’t be outstanding unless we first
stand out.
The thing is not to emulate the competition but to
annihilate them.

If you have determined the right thing to say and have

created a way to say it uncommonly well, why waste time
saying anything else?
If we want people to remember one big thing from a
given piece of advertising, let’s not make it more difficult
than it already is in an over communicated world.
The advertising should be all about that one big thing.

Let’s give our audience something that makes it easy

—even pleasurable—for our message to penetrate: a
tear, a smile, a laugh. An emotional stimulus is that
special something that makes them want to see the
advertising again and again.

Great advertising you remember—and can play back

in your mind—is unusual to look at: compelling,
riveting, a nourishing feast for the eyes. If you need
a reason to strive for arresting work, go no further
than Webster: “Catching or holding the attention,
thought, or feelings. Gripping. Striking. Interesting.”

You want writing that is really written. Visuals that are

designed. Music that is composed.
Lighting, casting, wardrobe, direction—all the
components of the art of advertising are every bit as
important as the science of it. It is a sin to nickel-and-
dime a great advertising idea to death.
Why settle for good, when there’s great? We should go
for the absolute best in concept, design, and execution.


1. Immersion
2. Digestion
3. Incubation
4. Illumination
5. Reality or verification
6. Preparation
7. Incubation
8. Illumination
9. Verification
An important part of creative strategy is determining the

central theme that will become the major selling idea of the ad
campaign.

Some of the best-known approaches follow:

Using a unique selling proposition.
Creating a brand image.
Finding the inherent drama.
Positioning

Reeves noted three characteristics of unique selling

propositions:
Each advertisement must make a proposition to the consumer.
Not just words, not just product puffery, not just show-window
advertising. Each advertisement must say to each reader: “Buy
this product and you will get this benefit.”
The proposition must be one that the competition either
cannot or does not offer. It must be unique either in the brand
or in the claim.
The proposition must be strong enough to move the mass
millions, that is, pull over new customers to your brand.

In many product and service categories, competing

brands are so similar that it is very difficult to find or
create a unique attribute or benefit to use as the
major selling idea. The creative strategy used to sell
these products is based on the development of a
strong, memorable identity for the brand through
image advertising.

Another approach to determining the major selling

idea is finding the inherent drama or characteristic of
the product that makes the consumer purchase it.

The basic idea is that advertising is used to establish

or “position” the product or service in a particular
place in the consumer’s mind. Positioning is done for
companies as well as for brands. Many of the top
brands in various product and service categories
have retained their market leadership because they
have established and maintained a strong position or
identity in the minds of consumers.

 Is the creative approach consistent with the brand’s

marketing and advertising objectives?
 Is the creative approach consistent with the creative
strategy and objectives?
 Is the creative approach appropriate for the target
audience?
 Does the creative approach communicate a clear and
convincing message to the customer?

 Does the creative execution keep from

overwhelming the message?
 Is the creative approach appropriate for the media
environment in which it is likely to be seen?
 Is the ad truthful and tasteful?

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Creative

One need only watch an evening of commercials or

Integrated Marketing Communication

Advertising creativity is the ability to generate

Integrated Marketing Communication

The job of the creative team is challenging because

Integrated Marketing Communication

Universal Advertising Standards

Integrated Marketing Communication

The target audience for the advertised product or

Integrated Marketing Communication

Our advertising should be built on the most

Integrated Marketing Communication

Integrated Marketing Communication

The great brands tend to have something in common:

Integrated Marketing Communication

Why should our clients pay good money to wind up

Integrated Marketing Communication

If you have determined the right thing to say and have

Integrated Marketing Communication

Let’s give our audience something that makes it easy

Integrated Marketing Communication

Great advertising you remember—and can play back

Integrated Marketing Communication

You want writing that is really written. Visuals that are

Integrated Marketing Communication

Integrated Marketing Communication

An important part of creative strategy is determining the

Integrated Marketing Communication

Some of the best-known approaches follow:

Integrated Marketing Communication

Reeves noted three characteristics of unique selling

Integrated Marketing Communication

In many product and service categories, competing

Integrated Marketing Communication

Another approach to determining the major selling

Integrated Marketing Communication

The basic idea is that advertising is used to establish

Integrated Marketing Communication

 Is the creative approach consistent with the brand’s

Integrated Marketing Communication

 Does the creative execution keep from

Integrated Marketing Communication

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