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Module 3

The document discusses creative strategy in advertising. It describes creativity as the process of selecting and presenting messages in an original way. There are two main determinants of creativity - divergence, which refers to unusual or different elements, and relevance, which means the ad's elements are meaningful to consumers. The document also outlines James Webb Young's five-step model for the creative process in advertising: immersion, digestion, incubation, illumination, and verification. It discusses components of print ads like headlines, body copy, visual elements, and layout.

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Ravindra Sharma
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Download as PPTX, PDF, TXT or read online on Scribd
51 views

Module 3

The document discusses creative strategy in advertising. It describes creativity as the process of selecting and presenting messages in an original way. There are two main determinants of creativity - divergence, which refers to unusual or different elements, and relevance, which means the ad's elements are meaningful to consumers. The document also outlines James Webb Young's five-step model for the creative process in advertising: immersion, digestion, incubation, illumination, and verification. It discusses components of print ads like headlines, body copy, visual elements, and layout.

Uploaded by

Ravindra Sharma
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CREATIVE STRATEGY

Process of selecting and presenting the message is


creativity.

Art of advertising can be seen everyday in advertisements.

The business of conceiving, writing, designing and


producing these messages is called advertising
creativity.

Creativity is an art
An artist, writer, poet, novelists takes well known ideas,
words and phrases and relate them with a fresh, often
brilliant manner while preparing an ad copy.

Creative task is to determine what to say and how to say


it.

The effectiveness of an advertising depends on message


design

2 major determinants of creativity :


1. Divergence

Refers to the extent to which an ad contains elements that are


different or unusual.

Robert Smith and his colleagues have identified five factors


that could lead to divergence in advertising are as follows:

a)
b)
c)
d)
e)

ORIGINALITY
FLEXIBILITY
ELABORATION
SYNTHESIS
ARTISTIC VALUE

2. RELEVANCE

It reflects the degree to which the various elements of the


ad are meaningful, useful , or valuable to the consumer.

Relevance
a)

b)

can be achieved in two ways

Ad to consumer relevance where advertisers uses


execution techniques that captures their interest and
attention.
Brand to consumer relevance it refers to situations
where the advertised brand of a product or service is of
personal interest to consumers. For eg., ads for many
products such as fashionable clothing, jewellery rely on
visual images to deliver their message rather than
providing information.

Some

advertising people says that creativity


in advertising is a process and success is
achieved when organized approach is
followed.
One of the most popular approach to
creativity was developed by James Webb
Young.


1.

Youngs model of creative process contains 5 steps:


IMMERSION- gathering raw material and information
through background research and immersing yourself in
the problem.

2.

DIGESTION- taking the information, working it over and


wrestling with it in the mind

3.

INCUBATION putting the problems out of conscious


mind and turning the information over to the
subconscious to do the work

4.

ILLUMINATION the birth of an idea

5.

REALITY OR VERIFICATION- studying the idea to see if it


still looks good or solves the problem

The

advertising appeals refers to the


approach used to attract the attention of
consumers and/ or influence their feelings
towards the product or service.
An ad appeal also viewed as something that
moves and excite people.
CREATIVE EXECUTION STYLE is the way a
particular appeal/ approach is turned into an
advertising message presented to the
customer.

components of a print ad:


A) Headlines

is the leading position of the ad.


The word that will be read first or are
positioned to draw the most attention.
Important function of headline is attracting
readers attention and interesting them in
the rest of the message.
20% of readers go beyond the headline and
read the body copy.

TYPES OF HEADLINES:
1)DIRECT HEADLINES- are straightforward and
informative in terms of message. For eg.,
FEVICOL- THE ULTIMATE ADHESIVE
2) INDIRECT HEADLINES For eg.,
In the ad for the VOLKSWAGEN CC says
THIS CAR IS MISSING A SEAT
(This might create curiosity among magazine
readers and encourage them to read the
copy below)

3) SUBHEADS
Subheads are usually smaller than the main
headline but larger than body copy. For eg.,
YOU COULD SAVE HUNDREDS BY SWITCHING
TO GEICO
WITH GEICO , ITS EASY TO SAVE

B) BODY COPY
The main text portion of a print ad is
referred to as body copy.
For eg., straight sell copy that presents
relevant information, product features and
benefits, or competitive advantage.

C) VISUAL ELEMENTS The visual portion of an ad must attract


attention, communicate an idea or image.
The

visual portion in some ads is essentially


the message and must convey a strong and
meaningful image.

D) LAYOUT
A layout is the physical arrangements of the
various parts of the ad, including the
headline, subheads, body copy , illustrations
and any identifying marks.
For eg., Lambesis agency created a unique
print ad for DASANI Purified water that was
part of an integrated campaign designed to
communicate.

1)

VIDEO
The video elements of a commercial are
what is seen on the TV screen.

2) AUDIO
The audio portion of a commercial includes
voices, music and sound effects.

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