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Creative Concept and Message

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Page 1: Goup 7 -_creative_concept_and_message_execution

Creative Concept and

Message Execution

Page 2: Goup 7 -_creative_concept_and_message_execution

Building a Creative ConceptThe creative concept helps define

the very core of your marketing message. It underpins your campaign content, and encapsulates the major themes to be communicated to your target audience.

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The whole point of building and running a campaign is to instigate a specific change in your target audience's behavior. Whether it's introducing the pain points your solution solves, helping them decide to investigate your product specifically, or driving them to reach out to a reseller, you want your target audience thinking like you do.

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Results-driven creative concepts need to cover the following:• Background

•> The information surrounding your solution. It includes the problems faced by the target market, how the solution meets their challenges, and why that matters, in terms of expected benefits.

• Theme•> Core ideas that carry the message to the audience

• Execution•> How the campaign's content and design will work together to deliver the message and persuade the audience to take a particular course of action.

• Tone•> A clear personality or attitude through your campaign to the world at large.

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Creativity is critical to effective advertising. Many brands have used creativity to build brand images with greater meaning the basic capabilities of their products. Leadership in creativity and artistry in advertising help distinguish brand leaders. Knowing how to use creativity to deliver powerful ad messages is key.

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Creative Teamthe collection of ad agency employees who

work together on behalf of a client to develop the creative concept for an ad campaign.

Two functions that combine to form the creative team:

• ART DIRECTION COMPONENT involves development of visual and design elements in an ad messages.

• COPY is the written or verbal text that indicates the features and benefits of the brand to its target market.

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Creative ConceptThe creative concept is

developed by the creative team and forms the core foundation or theme for an advertising campaign. The creative concept is essentially the story behind the messages presented in an ad or series of ads.

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Creative Tension

Creative tension refers to the stress that comes when creative professionals must develop ad messages that meet or exceed their creative visions.

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Principles of DesignThe principles of design are a

set of commonly accepted visual guidelines that you should generally follow to have an aesthetically pleasing advertisement.

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Common message execution styles:

•“slice of life,”•“lifestyle,”•“fantasy,”•“mood or image,”•“musical,”•“personality symbol,”•“technical expertise,”•“scientific evidence,” and•“testimonial evidence.”

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Slice-of-Life - Depicts people in normal settings, such as at the dinner table or in their car. McDonald's often uses slice-of-life styles showing youngsters munching french fries and Happy Meals on family outings.

Lifestyle - Shows how well the product will fit in with the consumer's lifestyle. As their Volkswagen Jetta moves through the streets of the French Quarter, the Gen X drivers plug in a techno music CD and marvel at how the rhythms of the world mimic the ambient vibe inside their vehicle.

Spokesperson/ Personality Symbol - Can feature a celebrity, company official, or typical consumer making a

Testimonial Evidence - testimonial or endorsing a product. Sarah Michelle Gellar, star of Buffy the Vampire Slayer, endorses Maybelline cosmetics while country singer Shania Twain introduced Revlon's ColorStay Liquid Lip. Dell Computers founder Michael Dell touts his vision of the customer experience via Dell in television ads.

FANTASY - Creates a fantasy for the viewer built around use of the product. Carmakers often use this style to let viewers fantasize about how they would feel to be speeding around tight corners or down long country roads in their cars.

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Real or animated - Creates a character that represents the product in advertisements, such as the

Product Symbols - Energizer bunny, Starkist's Charlie the Tuna, or General Mills' longtime icon, Betty Crocker, redesigned for the new millennium.

MUSICAL - Conveys the message of the advertisement through song. For example, Nike's recent ads depicting a marathoner's tortured feet, skier Pikabo Street's surgery scarred knee, and a surfer's thigh scarred by a shark attack while strains of Joe Cocker's "You Are So Beautiful" are heard in the background.

SCIENTIFIC - Uses research or scientific evidence to give a brand superiority over competitors. Pain relievers like Advil, Bayer, and Excedrin use scientific evidence in their ads.

Technical Expertise – This style shows the company’s expertise in making the product. Like Lexus RX advertisement showing the company’s expertise in car manufacturing.