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WSU COMSTRAT 380 - Creative Strategy

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Comstrat 380 1nd Edition Lecture 12 Outline of Last Lecture I. Measurable objectivesII. Five requirementsIII. Typical campaign plan outlineIV. RepositioningV. Situation analysisOutline of Current Lecture I. Who are the key playersII. The Creative BriefIII. What is the role of creativity?IV. Key points in a creative briefV. Message strategiesVI. Frazier’s six creative strategiesCurrent LectureI. Who are the key players?a. Creativity is a product of teamwork betweeni. Copywritersii. Art directorsiii. Creative directorsiv. Account plannersv. Broadcast directionsb. Team members work together to generate concept, word, and picture ideasII. The Creative Briefa. The creative strategy phase brings together the art and science of advertisingb. A winning marketing communication idea must be:i. Creative (original, different, novel, unexpected)These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.ii. Strategic (right for the product and target; meets advertising objectives)c. Creative strategy or message strategy: what the ad saysd. Execution: how it is saide. The creative brief spells out the creative strategy and key execution detailsf. Prepared by the account plannerg. Summarize the basis marketing and advertising strategyh. Provides direction to the creative team to develop a creative concept III. What is the role of creativitya. Creativity is a special form of problem solvingb. In advertising, creativity is both a job description and a goalIV. Key points in a creative briefa. Problem that can be solved by communicationb. Target audience and key insights into their attitudes and behaviorc. Brand position and other branding decisions, such as personality and imaged. Communication objectives that specify the desired response to the message by the target audiencee. Proposition of selling idea that will motivate the target to respondf. Media considerations about where and when the message should be deliveredg. Creative direction that provides suggestions on how to stimulate the desired consumer responseV. Message Strategiesa. The strategic approachi. Hard shell: Uses an informational message that touches the mind and creates a responseii. Soft Sell: Uses emotional appeals or images to create a response based onattitudes, moods, and feelingsVI. Frazier’s six creative strategiesa. These address various types of message situations, and identify common approaches to message strategy:i. Preemptive (funny thing not a serious thing)ii. Unique selling propositioniii. Brand image positioning iv. Resonance – identify with customerv. Affective/anomalous (or


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WSU COMSTRAT 380 - Creative Strategy

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