Professional Documents
Culture Documents
Shazia Sarwar
1511-309117
Direct marketing
Chapter # 8
Creative Strategy And
Its Execution
What Is creativity?
A response (idea) of a
person which is:
Novel (sun)
Useful
valuable
Steps of creative
process:
1) Preparation
2) Incubation
3) Insight
4) Evaluation
5) Elaboration
Kinds of creativity:
Creativity is new
solution of a need
of customer in the
form of product
either tangible or
intangible
Copy/text of a
promotional
message
Visual/graphics
Layout of
promotional
message
Characteristics of a
good copy/text:
1) Factual
2) Features and benefits
3) Interesting for
4)
5)
6)
7)
customers
Personalized
Simple words
Present tense
Make customer to take
action
Characteristics of
good visuals:
Attention gathering
Match with text
From customer own country
Communicate features or benefits
quickly
Meaningful colors
Occupy 2/3rd of space
Ogilvy Layout
readers typically look at Visual,
Caption, Headline, Copy,
andsignature(Advertisers name,
contact information) in that
order. Following this basic
arrangement in an ad is called
theOgilvylayout.
Z Layout
Place important items or
those you want the reader
to see first along the top
of the Z. The eye normally
follows the path of the Z,
so place your "call to
action" at the end of the
Z.
Product manager
Artist
Copy writer
Creative development and execution of a promotional
message can be ensured on three stages.
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