How Do I Develop a Creative Advertising Strategy?

Creative strategy is the process of sorting and analyzing the benefits that a product or service can provide or the solution to a target consumer's problem, so as to determine the claims to be conveyed by the advertisement.

Advertising creative strategy

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Creative strategy

Advertising ideas are creative ideas that enable advertising to achieve advertising goals.

Creative strategy

1. Target strategy: An advertisement can only target one brand and a certain range of consumer groups. Too many goals, too expensive ads often fail.

2. Communication strategy: Avoid ambiguity and over-abstraction in the text and graphics of the advertisement, otherwise it is not conducive to the transmission of information. Pay attention to the effective communication of advertising ideas.

3 Appeal strategy: It is impossible to spread an unlimited amount of information in a limited space and time. The creative idea is to appeal to the main characteristics of the product. The main characteristics are expressed through a concise, clear and touching visual image, so Strengthen to achieve the purpose of effective communication.

4 Personality Strategy: Empower

60 advertising creative strategies

01 The sound beyond the string triggers events that are unpredictable

02 worship totem against the backdrop to subvert the rebellion

03 Mantra shrouded in ubiquitous gravity shock

04 A Source of Practical Power

05Experience to the top Anatomy of magic miracles

06 Word of mouth support assertion is definitely reasonable

07Developing Standard Universe Truth Vision

08Fashion, precision and exaggeration

09 Gorgeous, Rich, Unpretentious

10 challenging cognitive refreshing icon displays

11 make a nervous pretense ordinary surprise

12 top tycoons elite laureates minority exotic

13 Logical Reasoning Game on Dragon and Phoenix

14 comedy effects wit funny mocking

15 Social Ethical Evidences Proof Changing Life

16 Social Status Actual Benefit Senses Enjoyment

17 Shortcuts to Integration with Group Experts

18 Magnet Suction Turns Simple into Happy Ideal

19 things gather like neighbors and blind souls

20 confession recommended loyalty testimony fully convinced

Baduanjin Creative Strategy

1. What is the purpose and effect of this advertisement?

2. Who is the target audience? What are their human and psychological characteristics?

3. What kind of ideas do we want our audience to see when they see the ads? What action will be taken?

4. Product positioning and unique points, and development history?

5. What are the support points for positioning and any messages that help develop ideas?

6. What kind of promise does advertising give consumers? Commitment is the soul of advertising!

7. What style should the advertisement show?

8. Budget constraints, characteristics and frequency of media releases?

Discover the principles of creativity

1. Pragmatic principles:

Once you know what you need to know, turn to intelligent thinking. You must be patient to explore consumers, market conditions, detailed product descriptions, and established advertising strategies. Don't make customers feel that our ads are ads made by lay people.

2. Bone Qi Principle:

Every creative person is eager to get a seat and a good advertisement. Of course, personal talent is the key, whether customers can accept it and personal opportunities are also influential factors. Whether your talent is buried or not, whether you consider yourself ordinary or not, since you choose the industry of creativity, you must have the backbone of "the ideas that others will think of, I don't need!". The goal is to motivate yourself beyond the ordinary and avoid the inertia of satisfying your sixty.

3. Efficiency principle:

Since creativity is the product of subjective thinking, if you spend your time thinking about an idea, it is easy to get into the horns of the horns and be unconscious. Even if there is a problem with your idea, your subjective attachment to this idea will often hinder the generation and acceptance of other ideas Weight of other ideas. Therefore, when thinking about creativity, you may want to think 360 degrees first, and cut into different ideas from different angles. Do not worry about the text and visual expression of an idea. Rather think about some more ideas, and then select the best ones for careful consideration. You'll find that the principle of seeking the best first, then the refinement, will make you more productive when you want to be creative.

4. Room principle:

The mentality of creative people to seek good is beyond doubt. Generally, they will never make a decision before the deadline. But when the problem was discovered, there was no time to modify it, only to do it right, which is against professionalism. So we set up a "creative review meeting" to review the creative concepts and drafts of the proposals in advance. So in general, any creative should set aside two days in the time process to calmly reflect before making a decision.

5. Responsible principle:

There is still a long way to go between ideas and implementation. Many ideas have no problem when they are converted into design drafts. However, due to technical constraints or budget constraints, they cannot be completed at the time of implementation. When evaluating the implementation factors, there will be a lot of trouble in the later stage. Remember: When you think of an idea, you have to sell it.

Thinking about the restricted area of creativity

1. Avoid division of labor:

It is an absolute mistake to write a good title for the copywriting and design a picture, or to design a good picture for the copywriting. Working partners need to discuss each other and share each other's ideas so that two or more ideas can be cross-linked. This is the most effective mode of interaction between creative people.

2. Avoid narcissism:

Many creative people have fragile nerves. When an idea is challenged or criticized, this nerve sometimes breaks out, and then self-defense language acts. In fact, every creative person has a tendency to rush to justify and avoid criticism. This is human nature, not the personality of the creative person. However, as an advertiser, you must have the courage to spread your painstaking work for everyone to review. After perceptual thinking, learn to look at your own works rationally and accept others to check them rationally. The end of the narcissistic narcissus is difficult to escape the fate of drowning in a virtual illusion.

3. You are welcome:

Directly negating the thoughts of others is not only rude and hurtful, but with more indirect euphemisms, plus sufficient reasons, even positive suggestions, will enhance creativity. But we can't think that we can't bear the criticism. If so, we may end up being more fiercely criticized by our customers or even lost the opportunity.

4, avoid fate:

Never settle for sixty minutes of creativity! If you ca nt really break through your creative obstacles, rest assured of your current treatment and position, and do nt want to have more development, otherwise why should you belittle yourself? Maybe your potential hasn't been tapped, or maybe it hasn't been tapped. See more excellent works at home and abroad, do more simulation exercises, and stay 2 nights longer than others. Even if you can't produce 100 points of creativity, you can at least 70 or 80 points of creativity.

5, avoid funny:

The creative method is infinite, and the scale is difficult to measure. When you let your imagination fly with wings, remember to use your brain to direct the direction, not let the wings bring the imagination into the mysterious and fantasy world, so that consumers cannot see understand. Always look at whether creatives are acceptable to consumers based on advertising strategies.

Creative revolver

What is the definition of creativity? The process of comprehensively using various talents and professional skills to obtain new concepts, new practices and new styles from existing resources. In fact, 99% of advertising creatives are improved ready-made creative materials.

We might as well imagine the idea as a mechanical machine-a revolver. The pistol contains three important elements: the gun body, crosshair, and trigger. Of course, there are bullets. These four things represent the four important elements in the creative process.

1. Gun body-the brain of a creative person:

Designers need to be sensitive to images, colors, and spatial concepts, and copywriters must be sensitive to words and languages to be competent. But if you want to be a creative advertiser, the key is imagination. Imagination can be described as a catalyst for creativity. It can transform the influence, professional skills and life experience in your brain into wonderful ideas. Try to use your imagination to list the purpose of a glass: you can arrange flowers, install pens, act as handsets, draw circles with cup mouths, act as candle holders, act as self-defense weapons after breaking, and tap music after filling water ... and many more. The richer the imagination, the lower the boiling point for generating creativity, and the more it burns.

2. Sightsight-Creative Strategy:

No matter how powerful a weapon is, you need a crosshair to help you aim, find the right direction, and lock in the right direction. Unless you are willing to use a shotgun that is suspected of wasting bullets and cast a net of luck to try your luck, it is extremely important to know the creative strategy in advance and where the bullet will be fired.

3. Trigger-creative concept:

Used to fire bullets. Once the trigger fails, the bullet will be useless. Concepts are like triggers, helping to stimulate ideas. For example, the use of Mac's coffee: "whenever and wherever, the concept of using a cup of coffee to inspire or comfort yourself to start again" can come up with some ideas, including: after a sad heart, a pack of coffee to calm the emotions, when you are nervous A bag to relax yourself and so on. These ideas are inspired by a concept. Concepts are fixed, but ideas can be changed. Finding ideas that are related to the concept from life may lead to good ideas.

4. Bullets-Ideas:

The performance of images and text is an important factor in producing advertising effects and affecting consumers. An idea that can be called an advertising creative is best to seduce consumers' attention and explore the interest. Images or text can leave a deep impression on consumers. The main advertising message provided must be clear and consistent with the brand image. And product personality. No matter what ideas you think of, you must be consumer-oriented. Advertisements are made for consumers, neither to please the judges of the advertising awards, nor to keep them in the archives. So creative people need to figure out the mentality of their target audiences very deeply, so ideas can easily resonate.

Ten green lights for IDEA

1. Ask for the right before you go for the best

Wonderful creative ideas are eye-catching and impressive, but correct claims can change people's attitudes and affect people's behavior. A creative person is like a smart model. She wants to use the body language to express as much as possible the designer's dedication, but she must not allow her smart conditions to cover up the style of the costume. The models who are selling off the stage attract the audience's attention to themselves. On the figure, forgetting that clothing is the real protagonist, just like a good performing creative person sacrifices the clarity of the message in order to maintain the integrity of the creative, it is irresponsible behavior that violates professionalism. For example, many creatives love to use a lot of white space and a small amount of text to create special visual effects for the screen. They insist on placing only two lines of copywriting and the brand is small. As a result, the artistic effect is achieved, but the advertising effect is harmed.

2, we must lock the product and theme tightly:

When you can't think of a good idea, it is feasible to directly use the product name and advertising theme, because it can at least attract consumers who are more concerned about the product. Of course, no one encourages creative people to do this to avoid the excuse of using the brain. In fact, the best ideas should combine products, themes, and ideas without leaving a trace. A good example is Ogway's "When a Rolls-Royce is driving at 60 miles per hour, the only sound you hear in the car is the ticking of the clock."

3. See the blood

When a writer or director has 10,000 words or 120 minutes to tell a story, an advertising creative has only hundreds of words or 30 seconds to tell a story. Therefore, the so-called brewing of the atmosphere has become a luxury for advertising. Creative people should be used to thinking about key points, and only focus on one key point, and then make a fuss. The process leading to this key point can be omitted. As if you cut the onion in half with a kitchen knife, instead of slowly peeling it off one by one with your hands.

4. Be simple and clear

Consumers see advertising as a means rather than a purpose, as a reference for purchasing decisions. Moreover, in most cases, the consumer passively accepts advertising messages, and the more easily the messages absorbed by his sensory organs penetrate the subconscious. Creative people who deliberately create ideas with great depth and creativity are also busy constructing complex logic, applying structured text, and putting together ambiguous pictures. Most of them overestimate the ability of consumers to understand and analyze advertisements.

5. Be logical

In the past, there was an advertisement for an optical shop. The picture showed a cyan fruit in the form of an illustration. The title was "This is XIGUA or QINGGUA?" The subtitle was "If you can't tell, it means you should change your glasses." In fact, this advertisement is very thoughtful, but for consumers, it is not necessarily related to the lack of glasses. Ideas that violate basic logic must be carefully examined to avoid affecting the persuasiveness of advertisements, unless they are intentional expressions. For example, for a brand of white rice, the advertising slogan is "a little sticky but not too sticky". If it is changed to the popular "like sticky but not sticky" like a poet speaks, it will probably not be chanted by others.

6. Make IDEA text and visual at the same time

One thing was ordered to give the title to the picture that the customer has passed. The picture is a car dragging light and shadow and seems to be moving at a high speed. After thinking about it for a long time, without proper expression, I barely used "Leave everything far behind" The performance of the car accelerates sharply, but the overall feeling is that the title and the copy do not match, and there is no vitality. So train yourself not only to think in words, but to learn to think in images. In fact, through the combined use of IDEA's textual and IDEA's two ways of thinking, abstract concepts are more likely to form concrete symbols or graphics out of my mind.

7. Do better and better

Sometimes, thinking about ideas is like driving a car. When the engine is not yet at the most efficient working temperature when it starts, the driving is not smooth. After running for a period of time, the power of the engine is output. You also need to warm up your mind, wait for your thoughts to enter the state, and then really start to shoot out good ideas. Therefore, as long as you have enough time, you can conceive more good ideas, and then choose and combine the best ones.

8. Fine cutting

Is it "a monk knocks on the door" or "a monk pushes on the door"? Between scrutiny, of course, it is grindsome, without scrutiny, how to get rid of ordinary? As a creative person, I know a saying: "Put the written copy in the drawer and look at it the next day, you will find more places that need to be modified." However, when revising ideas, we must take into account the two criteria of "good or bad creativity" and "right or wrong of appeal".

9. Try to entertain consumers

Entertaining products is an essential skill for advertising creatives. This situation is like an actor on stage must have special clothing, makeup, movement, lighting, sound, etc. to make the audience pleasing to the eye. The effect of entertainment does not affect the seriousness of communication, but you don't have to work hard as a clown to make fun, that is the responsibility of a comedian. What the advertiser does is to win the favor of the consumer, which is different from amusement, touching or shocking or even horrible claims.

10. Be able to change the former

The most painful thing for creative people is that they have hardly come up with great ideas, but found that they do not conform to the strategy or violate the characteristics of the brand, and they are forced to give up. The pain is painful, but the conscience is used to the end. In order to get through the paradoxical reasons and disregard the professional standpoint, it is clear that the commercial nature of advertising creativity is not confirmed enough and the mentality is incorrect. Think about how many masters committed suicide because they couldn't break through themselves. Why is it difficult for advertisers to abandon ideas for advertising effectiveness?