Advertising Creative Process, Creative Strategy Development, Advertising campaign – BMS Notes

Creativity in There is a need for advertising. Creative creativity and inventiveness that yields results are beneficial in any field, even those that deal with more traditionally management duties like organising and managing advertising departments and setting up controls.

A recent poll of senior executives in big corporations revealed that one of their main concerns was the absence of creative thinking in promotions. In particular, there seemed to be a widespread reluctance to take on required risks and an incapacity to come up with novel approaches of reaching consumers with product promotions despite a significant rise in the price of media advertising and personal selling.

The creative process develops from inspiration or insight rather than following a scientific formula. However, advertising innovation has to result in more than just original and captivating outcomes—it needs to result in practical solutions for actual issues. Three sections make up Baker’s diagram for the notion of creativity.

A methodical compilation of data and analysis often serves as the foundation for advertising innovation. The idea, which comes in the third step, is the result of the creative process; the second phase is processing, or analysis.

The four phases in the creative process were described as follows by English sociologist Graham Walls (Fig.):

Fig.: The creative process of Graham Walls

Step I: Preparation: Using research and study, compile the background data required to answer the issue.

Step II: Incubation: Disappear and allow ideas to grow.

Step III: Illumination: Perceiving the answer or light.

Step IV: Verification: Polish and refine the concept to check whether it’s a suitable resolution. James Webb Young, a former creative vice president of the J. Walter Thompson firm, created one of the most well-liked methods for approaching creativity in advertising.

According to Young, “the production of ideas follows an operative technique which can be learned and controlled; its effective use is just as much a matter of practise in the technique as in the effective use of any tool.” The production of ideas is “just as definite a process as the production of Fords; that the production of ideas, too, runs an assembly line.”

Five phases make up Young’s concept of the creative process

Step 1: Immersion: Doing background study to get knowledge and raw materials, then delving deeply into the issue.

Step 2: Digestion: Taking in the information, processing it, and mentally battling it.

Step 3: Incubation: Give the knowledge to your subconscious to handle while you remove the issues from your conscious awareness.

Step 4: Illumination: The Concept’s Origin the phenomena of “Eureka! I have it.”

Step 5: Verification or Reality:

Examining the concept to make sure it still makes sense or addresses the issue, then refining it to make it work in real life.

Since they provide an organised method of approaching an advertising challenge, models of the creative process are useful for those working in the creative sector of advertising. The first stage of the creative process is preparation, or knowledge collecting.

The first step for the advertiser and agency is to have a comprehensive grasp of the goods or services, the target market, and the competitors. The function of advertising in the marketing and promotion campaign is also being discussed.

Since this step of the process is unique to each person, these models don’t explain much about how the creative expert would combine and apply this knowledge. It distinguishes the outstanding strategists and creative thinkers in advertising, in many ways..

Principles of Advertising Strategy:

An advertising plan is the first step in any advertising process. The creation of an advertising message that conveys to the market the advantages or features of the product or service that solve a problem is known as an advertising strategy.

Even the most creative advertising plan will fail if the message is not consumer-oriented in satisfying customer requirements or desires and does not give the intended consumer benefit. Therefore, the ideal advertising message is needed, one that will have the intended effects when it is shown to the appropriate audience at the appropriate moment.

The following guidelines (principles) should be considered while developing the advertising strategy:

(a) The advantage to the customer must be closely tied to the particular characteristics of the product. By using this tactic, the goods would stand out from rivals. Then, the need or desire of the customer connected to a certain brand lessens the advantage of the rival.

(b) The right medium should be used for the promotion of goods and services in order to provide appropriate and efficient communication.

(c) The advantage that is provided to the customer must be something they want. The characteristics that are supplied in a product must be what the customer really wants, not what the producer believes the customer wants.

(d) The advertising message must make it apparent that the given product will meet a need, address a problem, or provide a benefit to the customer. The advantage has to be made very apparent.

Marketing Initiative

Groups of comparable advertising messages are called advertising campaigns. They all use the same themes and messages that are presented at certain periods in various mediums. Campaign durations for advertising are set and designated in detail.

Prior to creating an advertising campaign, the most important thing to do is to understand why the campaign is being created. An advertising campaign’s goal is to educate the public about your product.

Persuade them to purchase the item

Make your merchandise accessible to the clients.

The following steps are involved in creating an advertising campaign: Research: Market research on the product that will be marketed is the first stage in the process. It is necessary to research rivals, product demand, etc.

Recognize your target market:

It is important to identify who would purchase the goods and who should be the target market.

The next stage is to determine the budget, taking into account all the elements that go into advertising, such as media, presentations, paperwork, etc., as well as the locations where money is needed.

Selecting the right theme:

The campaign’s theme must be chosen, including the colours to be used, the visuals to be used in all of the advertisements or almost identical, the music and voiceovers to be used, the ad designs, the messaging to be conveyed, the language to be used, jingles, etc.

Media selection: The medium, or mediums, that are chosen, should be the ones that will reach the intended audience.

Media scheduling: Precise scheduling is necessary to ensure that the advertisement reaches its intended audience and is read, heard, or shown at the appropriate moment.

Campaign execution: After the campaign has been carried out, comments must be recorded.

Print and electronic media are the two most often utilised media technologies. Newspapers, periodicals, booklets, banners, and hoardings are examples of print media. Radio, television, email, messaging on mobile devices, and telephone advertising are examples of electronic media. The main thing to keep in mind is choosing an appropriate frequency for the advertising campaign to ensure that it is seen and that consumers have an enough amount of time to understand it.

Not every campaign has a set duration. While some advertisements are seasonal, others are ongoing. The time of each campaign varies. There are many types of advertising campaigns: product-, area-, media-, and objective-based. Advertising campaigns are found to typically be effective, but if the goal is not achieved in any way, the theory is repeated, the necessary adjustments are made using the lessons learned, and the campaign is continued