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Creative Objectives and Strategy • Determine the specific claim that will be used in advertising copy • Consider various advertising executions • Develop the copy and production of advertising Creative Plan • • • • • • • • Key observation Communication objective Audience definition Competition Promise Support Message design Mandatories Key Observation • Also known as key fact • The most important market/consumer factor that dictates the strategy Communication Objective • The primary goal the advertising communication aims to achieve • The problem the advertising must solve Audience definition • Primary, secondary, tertiary audience – Demographics and psychographics Competition • Principal competitors • Threats from them, if any Key Promise • The Central Selling Point or the Unique Selling Proposition • What the product promises the consumer Support/Reason why • Provides the reason for why the promise is true Message design • Use of Appeals – Ethical – Logical – Emotional Mandatories • Items used as compulsory constraints – – – – Specific legal requirement Corporate policy Specific logo Etc.
