The key, as in all great advertising, would be to tell people something that they hadn’t thought of before.
The correct order in term of advertising creative process is:
1. Strategy
2. Concept/idea
3. Campaign
In advertising, strategy refers to the overall marketing or selling approach. All strategies should be written in the form of a strategy statement, also known as a “creative brief”.
The strategy statement outlines the way a product is to be positioned within the marketplace.
Gli elementi di uno strategy statement:
– Client
– Product/service
– Product and marketi background (current and hostorical information, including successes and failures)
– Competition
– Business/advertising objectives (problem to solve) / brand share vs. market growth, trial vs. existing users, unique selling proposition vs. branding, logic vs. mnemonic /
– Media
– Target market/group/audience (an ad is a conversation between 2 people) / often half the battle of creating a new strategy is finding a new target audience for the product/
– Proposition/promise/benefit: the single benefit that the product is promising to consumer
– Proposition support points: concrete reasons or facts that allow the proposition to exist
– Tone of voice : should be an extension of the values of the brand itself
– Mandatories (inclusions/exclusions).