Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.


The Creative Process: Developing, Writing, and Producing an Advert

Developing, Writing, and Producing an Advertisement involves a large creative team of creative thinkers, copywriters, designers, producers, editors, and many more. What are the main steps in the creative process?

Watching this video is worth 2 Management Courses CPD Points*.
πŸ”Ž See below for details

Marketing for Managers
This video is part of course module number 8.3.5
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 5: Advertising

Other videos in this section include:
🎬 What is Advertising? And What are its Benefits? https://youtu.be/ksnD_EAeBqI
🎬 Planning an Advertising Campaign: Campaign Objective and Budget https://youtu.be/cVk1N0CedK0
🎬 Advertising Agencies: What They Offer and How to Select and Brief Them https://youtu.be/5l1Z8EUf8l8
🎬 Top 20 Strategies for Persuasive Ad Copy https://youtu.be/P3JWveZwso4
🎬 All of the Advertising Media I Can Think of https://youtu.be/Eixco65Q3rQ
🎬 Media Buying: The Three Stages https://youtu.be/1-XHc2N-xvw
🎬 Advertising Campaign Monitoring & Evaluation https://youtu.be/x4jydb5wUL0

LESSON NOTES
A good advertisement needs:
A well-targeted headline
Clear design
Well-written text, or ‘copy’

Creating Message Options
Creative thinking needs to generate multiple options for campaigns.
Your message can draw on one (rarely more) of the following:
β€’ Positioning and brand attributes
β€’ Customer behaviors
β€’ Ways to generate new purchases or loyalty purchases
β€’ Differentiation from competing products: USP and competitive advantage
β€’ Experiences of existing customers

Evaluating Options and selecting a message
You are looking for:
β€’ A message that focuses on real benefits to your target customers
β€’ A clear distinction between your message and competing brands
β€’ An attention-grabbing and memorable hook, headline, image, or slogan
β€’ Believability
β€’ Integrity and compliance

Test the best options with samples of target customers.

Creative Execution
Use some or all of these elements:
β€’ Evoking strong, appropriate emotions
β€’ Sharp copywriting
β€’ Great design and arresting imagery
β€’ Music
β€’ Excellent production quality
β€’ Data, carefully chosen and presented clearly
β€’ Testimonials and endorsements

Regulation
Businesses must ensure their advertising meets the regulatory standards in each place it will appear.

RECOMMENDED EXERCISE
1. Think about the creative options for a new campaign for a product or service you know well. How would you get the message across and what elements would make up the ads in your campaign? (4 MC CPD Points)

DOWNLOADS
Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

RECOMMENDED READING
πŸ“– Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
πŸ“– Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
πŸ“– Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
πŸ“– For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
πŸ““ Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 6 MC CPD points

00:00 – Advertising: The Creative Process
00:24 – 3 things a good advert needs
01:13 – Crafting Options for your Message
02:43 – Selecting the one message for your advertisement
04:27 – Creative Execution
05:32 – Regulation of advertising
06:37 – Creative process overview

#CreativeProcess #ManagementCourses #Advertising

source

Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude LarrΓ©chΓ© and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
EstΓ©e Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?
What is a Brand Strategy?
What is Brand Management?
What is a Brand? Brands and Branding

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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