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Creative Advert!s!ng
Содержание
- 1. Creative Advert!s!ng
- 2. The notion of «creative advertising» The rapid development
- 3. 2.1. Creativity: the strategy and tactics of
- 4. 2.1. Creativity: the strategy and tactics of
- 5. 2.2. Creativity in advertising: specificityAd’s artworkCreativeCreativityCreative work
- 6. 2.2. Creativity in advertising: specificityCreativity conceptRobert SternbergIntelligenceKnowledgeThe way of thinkingIndividual characteristicsEnvironmentImagination
- 7. 2.2. Creativity in advertising: specificityCreative process!drawing attention!
- 8. 2.3. Forms & functions of creative advertisingCommunicative imageOriginal ideas of communicationAesthetic
- 9. 2.3. Forms & functions of creative advertisingFunctions:high
- 10. 2.7. Structural components of creative advertisingMarina Efremova
- 11. 2.7. Structural components of creative advertising CREATIVE IDEA
- 12. 2.7. Structural components of creative advertising CREATIVE IDEA
- 13. 2.7. Structural components of creative advertising BIG IDEA makes the message distinctive, memorable and attention-getting.Marina Efremova
- 14. 2.7. Structural components of creative advertising ADVERTISING IDEA
- 15. 2.7. Structural components of creative advertising CREATIVE STRATEGY
- 16. 2.7. Structural components of creative advertising CREATIVE
- 17. 2.7. Structural components of creative advertising3 TYPES
- 18. 2.9. Barriers in creative and critical thinkingAnastasia
- 19. Anastasia SudilovskayaBarriers: ConformismFear to look ridiculous or
- 20. Anastasia SudilovskayaBarriers: Interior and inferior censorshipFear of your own ideasPassive reactionMemory of previous failures
- 21. Anastasia SudilovskayaBarriers: RigidityLack of flexibility and adaptabilityCreativity
- 22. Barriers: Desire to find the answer
- 23. Barriers: Lack of critical thinkingAnastasia SudilovskayaLack of objective evaluation of the results of your ideas
- 24. Anastasia SudilovskayaBarriers: Lack of motivationNot reasonable paymentStrict (and often illogical) claims from the client
- 25. Expectations from a creative personAbility to distinguish
- 26. 2.10. A scheme for creating an advertising
- 27. Step 2. Concentration Transition of the verbalized
- 28. Step 3. Incubation of ideas Anastasia SudilovskayaElaborating the synopsis of the future advertisementFirst texts
- 29. Step 4. EnlightmentAnastasia SudilovskayaAdvertising themes “casting”Choosing two or three ideas and creating finished advertisement variants
- 30. Step 5. Final analysis and presentation of the projectAnastasia Sudilovskaya
- 31. The Choice and evaluation of ideas
- 32. what is Q-sorting? - a psychological test requiring subjects to sort items relative to one another along a dimension such as "agree"/"disagree" for analysis byQ-methodological statistics.Martynova Elena
- 33. When carrying out Q-sorting, a sample of
- 34. In order for the desired result to
- 35. Criteria for evaluating creative strategies(1) the lack
- 36. Скачать презентанцию
The notion of «creative advertising» The rapid development of advertising communications in Russia’s recent history defines the renewed interest over revealing the mechanisms of creative activity.
Слайды и текст этой презентации
Слайд 32.1. Creativity: the strategy and tactics of war for a
consumer
monitory fight for profit
communication fight for preferences
Слайд 42.1. Creativity: the strategy and tactics of war for a
consumer
There are 6 pillars of the advertising’s phenomenon:
communicative form
identification of
a customerexistence of a goal
predetermination of mass media
mass orientation
bind to time and place of spread
Слайд 62.2. Creativity in advertising: specificity
Creativity concept
Robert Sternberg
Intelligence
Knowledge
The way of thinking
Individual
characteristics
Environment
Imagination
Слайд 82.3. Forms & functions of creative advertising
Communicative image
Original ideas of
communication
Aesthetic
Слайд 92.3. Forms & functions of creative advertising
Functions:
high efficiency of consumption
brand
interest
brand credibility
attracts attention
positive attitude towards brand
coexistence of product and advertising
disposes
to make a buyincrease of sales
advertising’s budget savings
Слайд 112.7. Structural components of creative advertising
CREATIVE IDEA – BIG IDEA
– ADVERTISING IDEA – CREATIVE STRATEGY – CREATIVE CONCEPT
Marina Efremova
Слайд 122.7. Structural components of creative advertising
CREATIVE IDEA - is an
idea which comes out with thorough planning to get the
desired result.Marina Efremova
Слайд 132.7. Structural components of creative advertising
BIG IDEA makes the message
distinctive, memorable and attention-getting.
Marina Efremova
Слайд 142.7. Structural components of creative advertising
ADVERTISING IDEA - organize and
shape beliefs of target audience/grabs audience mind.
Marina Efremova
Слайд 152.7. Structural components of creative advertising
CREATIVE STRATEGY (the myth of
the product) – the story behind the messages presented in
an advertisements. Helps create the desired behavioral response from the target market.Marina Efremova
Слайд 162.7. Structural components of creative advertising
CREATIVE CONCEPT – is
basically the framework in which the campaign has to be
situated.Criteria: consumer benefits, catching of interest, relevance, credibility, continuity, target group, creative brand strategy.
Marina Efremova
Слайд 172.7. Structural components of creative advertising
3 TYPES OF CREATIVE THINKING
IN ADVERTISING
(based on levels of inventiveness (Altshuller, G.S.)
Low level –
advertising design problems (copywriting, graphic design tools);Medium level – short-term tasks (ideological content, brand strategy);
High level – long-term goals in the brand development.
Marina Efremova
Слайд 182.9. Barriers in creative and critical thinking
Anastasia Sudilovskaya
Creative thinking -
a way of looking at problems or situations from a
fresh perspective that suggests unorthodox solutions (G.Lindsey and K.Tomphson)
Слайд 19Anastasia Sudilovskaya
Barriers: Conformism
Fear to look ridiculous or foolish
Pressure of authorities
(parents, teachers, employers…)
Always following the rules
Don’t be afraid of bold
decisions!
Слайд 20Anastasia Sudilovskaya
Barriers: Interior and inferior censorship
Fear of your own ideas
Passive
reaction
Memory of previous failures
Слайд 21Anastasia Sudilovskaya
Barriers: Rigidity
Lack of flexibility and adaptability
Creativity – productive activity
(solving problem without a set algorithm)
Reproductive activity – solving a
problem using an already existing rule
Слайд 22Barriers: Desire to find the answer
immediately
Anastasia Sudilovskaya
Danger of unreasoned,
shapeless, inadequate decisions
Don’t be in a hurry!
Слайд 23Barriers: Lack of critical thinking
Anastasia Sudilovskaya
Lack of objective evaluation of
the results of your ideas
Слайд 24Anastasia Sudilovskaya
Barriers: Lack of motivation
Not reasonable payment
Strict (and often illogical)
claims from the client
Слайд 25Expectations from a creative person
Ability to distinguish the required conditions
to solve the problem
Ability to set aside the previous experience
in solving a similar problemAbility to see multifunctional things
Ability to use the knowledge from different fields and knowledge areas
Anastasia Sudilovskaya
Слайд 262.10. A scheme for creating an advertising concept
Step 1. Preparations
Analysis of the market segment, target audience and extraction of
the most important information about the productAnastasia Sudilovskaya
Слайд 27Step 2. Concentration
Transition of the verbalized description of the
advertising strategy to the language of symbols, images, metaphors, associations,
etc.Introducing the advertising strategy to your colleagues
Anastasia Sudilovskaya
Слайд 28Step 3. Incubation of ideas
Anastasia Sudilovskaya
Elaborating the synopsis of
the future advertisement
First texts
Слайд 29Step 4. Enlightment
Anastasia Sudilovskaya
Advertising themes “casting”
Choosing two or three ideas
and creating finished advertisement variants
Слайд 32what is Q-sorting?
- a psychological test requiring subjects to sort items relative to one another along a dimension such as "agree"/"disagree" for analysis byQ-methodological statistics.
Martynova Elena
Слайд 33When carrying out Q-sorting, a sample of 30-60 people is
considered representative.
Martynova Elena
Слайд 34In order for the desired result to be achieved, it
is necessary to conduct a study of target audiences.
creative strategy
should always be based on the brand's position and fully comply with it. People buy not goods, but the fulfillment of their desires, plans, problems, future, dreams, lifestyle.
Martynova Elena
Слайд 35Criteria for evaluating creative strategies
(1) the lack of a "vampire
effect“
(2) the conformity of the TM position
(3) novelty
(4) universality
(5) originality
(6)
flexibility(7) efficiency
(8) relevance
(9) value
(10) attractiveness
(11) the degree of complexity
(12) elegance
(13) expressiveness
Martynova Elena
