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4b Strategic Development: (a) 5 inputs to creative process: (1) Background…
4b Strategic Development:
a) 5 inputs to creative process:
1) Background research
2) Product / service specific resarch
3) Problem detection
4) Qualitative research input
5) Inputs to creative process
b) Creative Strategy Development:
Copy platform / work plan/ creative blueprint / creative contract.
Specify the basic elements of the creative strategy.
c) Copy platform online:
3) Identifying target audiences.
4) Communicate ideas/ benefit.
2) Communicating the objective.
5) Campaign theme, execution techniques.
1) Basic problem or issue of the advertising
f) Egan (2007)-Recommends communication planning based on a SOSTCE.
SOSTCE framework
Strategies
Tatics
Objectives
Control
Situation
Evaluation
d) Advertising campaign:
Consists of multiple messages in a variety of media that center on a single theme or idea.
e) Objectives and Strategic Development
All objectives should be SMART.
Achievable
Realistic
Measurable
Timed
Specific