Advertising and Creative Process

Advertising and Creative Process

The creative process makes up the core of the advertising most representative activity. Creative Strategy represents for many agencies the center of their customer offering , it is the result of a process in which an agency will focus on the best way to deliver a certain message to a target audience. There are no rules of procedure , how ever there are some main steps which are the following

Study of creative brief


The creative team receives the client brief appropriate to the work they must perform The brief needs to contain clear conditions of what the client is asking, it needs to be straight forward , and must focus on the main idea the audience needs to capture from the campaign, the brief is determined by the brand positioning and the target audience of the campaign . It also reflects the intention of the advertiser and the reason for the product. The brief, is delivered in a meeting in which those responsible for the account such as the planner, creative director,art director and copy are involved .

Opportunities and problems


Creatives analyze what does the product provides to the public. This step is essential in the event that the brief did not specify the basic message chosen by the customer, they will also set the advantages which are the aspects considered as virtues or qualities and the disadvantages which are the aspects that are perceived as problems or objections . Once you know the positives and negatives of the product, it goes one step further, to select those aspects that differentiate the product from the competition, this is known as finding an opportunity.

ADVERTISING CREATIVE PROCESS !1

The next step is to select the benefits in which we will focus the message between positive and negative features that differentiate the brand from the competition

Message encoding

The “What are you going to tell” with the message can be express in different ways, trying to choose the most creative and efficient idea to persuade the public . The final coding can only be done if the media strategy is known. Both processes , creative and media planning, are directly related. Answering the question " How to say it" it's easier if you know " where you are going to say it."

Production.

Once accepted the message and the media, production takes place, which solves how to translate the message through codes and conditions of each media .

Finally you can perform a phase research to determin the effect it causes, it is a good choice. This can be done with one or more sessions with small groups of people who watch the ad, to collect their impressions. If some element of improvement can be identified is time to make the changes required . This study can be made from the provisional material that allows communicating the idea ( sketches , models, a , storyboard and script, the more complete is the production the more expensive it will be to make changes.

This is next part is focus to my question

As an example i will like to point out several examples which are very famous back in Mexico , with very successful campaigns and creative processes, even though at that time it didn't seemed like it.

For example the Kleenex tissues, they were first introduced in Mexico back in the 50, they were very popular at that time and leaders of the tissue market, not because they were the best , it was only because they were the only ones they had at that time, even though competition emerged over the years Kleenex never left the consumers mind, now almost 60 years later, and with a lot of tissue brands, it doesn't matter what type of issue or brand you buy, we always call it kleenex, it also happens with powdered flavors like Cool-Aid, we still use the brand name to call a whole

ADVERTISING CREATIVE PROCESS !2

range of products,

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