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Advertising: Creative Strategy
The purpose of paper is to give students an in-depth knowledge of advertising planning, consumer behavior and advertising strategy
Advertising Planning and Strategy
• Identifying Target market
• Determining Marketing Communication Objectives
• Communication Objectives Vs Marketing Objectives
• Advertising Goals and Objectives
Consumer Behavior and Market Segmentation
• Introduction
• External Influences on Consumer Behavior( Family, Society, Social Class, Reference Groups, Opinion Leaders, Culture)
• Psychological Factors
Models of Buyer Behavior
• Basic model
• The Nicosia model
Consumer buying decision process
Types of Segmentation
• Behaviorial and Benefit Segments
• Demographic Segments
• Psychographic Segments
The Facet Model of Effective Advertising
• Perceive (Perception)
• Understand (Cognition)
• Feel (Affective/Emotion)
• Connect (Association)
• Believe (Persuasion)
• Act (Behaviour)
Creative Approaches
Rational:
• Comparative Advertising and their effects
• Inoculative Advertising: Building Resistant Attitudes
• Refutational Advertising
Emotional:
• Using an endorser
• Consistency theories
• Distraction Effects
Introduction to creativity
Significance of creativity in advertising
Style of Thinking: Fact v/s Value based thinking
The Big Idea
Creative Brief
Creative thinking techniques –
• Brainstorming: Idea generation
• Blocking and Block Busting
• What-Iffing
• Attribute Analysis Process
• Morphological Analysis Rules
• Reversal Method
• Analogy and Metaphor
• A trigger concept
Creative Process
• Roger von model,
• Graham Wallas model,
• James Young Model
Conceptualization and evaluation of ideas
Facets of Creative Strategy
• Messages that drive perception
• Messages that drive cognition
• Messages that touch emotions
• Messages that persuade
• Messages that transform a product in to a brand
• Messages that Stimulate Action
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