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?
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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:
• Positioning and brand attributes
• Customer behaviors
• Ways to generate new purchases or loyalty purchases
• Differentiation from competing products: USP and competitive advantage
• Experiences of existing customers
Evaluating Options and selecting a message
You are looking for:
• A message that focuses on real benefits to your target customers
• A clear distinction between your message and competing brands
• An attention-grabbing and memorable hook, headline, image, or slogan
• Believability
• Integrity and compliance
Test the best options with samples of target customers.
Creative Execution
Use some or all of these elements:
• Evoking strong, appropriate emotions
• Sharp copywriting
• Great design and arresting imagery
• Music
• Excellent production quality
• Data, carefully chosen and presented clearly
• 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)
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RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 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
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 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)
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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
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