The document discusses the creative process for advertising. It involves five stages: immersion, digestion, incubation, illumination, and verification. Creative strategy determines the advertising message, while creative tactics determine how the message is executed. The creative plan specifies message elements for copywriting, including the basic problem, target audience, major selling idea, and supporting information. Different media like newspapers, magazines, radio, and television require adapting the message elements in different ways suited to each format.

1. CREATIVITY

2. Creative
Strategy
Determining what the advertising
message will say or communicate
Creative
Tactics
Determining how the message
strategy will be executed

3. PROCESS INCLUDES

4. Get raw material and data, and immerse
yourself in the problem
Immersion
Take the information, work it over,
wrestle with it in your mind
Digestion
Turn the information over to the
subconscious to do the work
Incubation
“Eureka! I have it!” phenomenonIllumination
Study the idea, evaluate it, reshape it for
practical usefulness
Verification

5.  Verification - Refining the idea
 Preparation - Gathering Information
 Illumination - Seeing the Solution
 Incubation - Sitting Problem Aside
The Creative Process

6. Objective
Evaluate ideas
Reject the inappropriate
Refine the remaining
Give ideas final expression

7. Directed focus groups
Message communication studies
Portfolio tests
Viewer reaction profiles
TECHNIQUES

8. Creative Strategy
Target
audience
identity
Basic
problem,
issue,
opportunity
Major
selling
idea or
key
benefit
Any
supportive
information

9. OUTLINES

10. • Basic problem or issue the
advertising must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements

11. Positioning the
Brand
Use a Unique
Selling Position
Positioning Create the
Brand Image
Seeking the
Major Idea

12. The Unique Selling Proposition
Unique Selling Proposition
Benefit Unique Potent
Buy this
product/service
and you get
this benefit or
reward
Must be unique
to this brand or
claim;
something rivals
can't or don't
offer
Promise must
be strong
enough or
attractive
enough to
move people

13. Copywriting and The Creative Plan
 Copywriting is the process of expressing
the value and benefits a brand has to
offer.
 A creative plan is the guideline that
specifies the message elements of
advertising copy.

14. Print Media Requirements
 All media in the print category all use the same copy
elements
 The way these elements are used varies with the
objective for using the medium

15. Newspapers
Copy does not have to work as hard
to catch audience’s attention
Straightforward and informative
Writing is brief

16. Magazines
Better quality ad production
Ads can be more informative and
carry longer copy

17. How to Write Radio Copy
Radio Guidelines
 Keep it personal
 Speak to listener’s interests
 Make it memorable
 Include call to action
 Create image transfer
MAIN POINTS-
 Music
 Sound effects
 Voice

18. How to Write Television Copy
 Moving action makes television so much
more engaging than print.
 The challenge is to fuse the images with the
words to present a creative concept and a
story.
 Storytelling is one way copywriters can
present action in a television commercial
more powerfully than in other media.