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Group Members:

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

Characteristics of good layout:


Balanced
Verbal and visual clarity
Proportion 1/3rd , 2/3rd
Match with movement of eyes
Open, not crowded

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.

Single Visual Layout


one of the simplest and
perhaps most powerful
layouts use one strong
visual combined with a
strong (usually short)
headline plus additional
text.

Upside Down Layout


If an ad is well-designed, it
will look just as good
upside down. So, turn it
upside down, hold it out at
arm's length, and see if
the arrangementlooks
good.

How to ensure creative development and


execution of a promotional message:
Creative development and execution of a promotional
message is done by a group or team of three people:

Product manager
Artist
Copy writer
Creative development and execution of a promotional
message can be ensured on three stages.

Review progress at three stages


1)At the creative promotional theme stage
A verbal or visual topic that conveys brand positioning,
product manager, artist and copy writer sit together and
decides that promotional theme convey the brand positioning/
message or not.
2)At the rough execution stage
At this stage artist and copy writer make/bring a rough draft
to the manager.
)Draft copy
)Sketches visuals
)Rough layout

Review progress at three stages


cont..
3)At the final execution stage:
) Art work stage for printed promotional
item
) Audio copy stage for radio promotion
) Story board stage for TV promotion

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