Advertising and Promotion: An Integrated Marketing Communications Perspective (Chapter 9)

Creative strategy
what an advertising message will say or communicate to a target audience.
Creative Tactics
how an advertising message will be implemented to execute the creative strategy.
advertising creativity
The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
divergence
the extent to which an advertisement contains certain creative elements that are novel, different or unusual
relevance
The degree to which the various elements of an advertisement are meaningful, useful, or valuable to the consumer.
account planning
The process of conducting research and gathering all relevant information about a client’s product, ser-vice, brand, and consumers in the target audience for use in the development of creative strategy as well as other aspects of an IMC campaign.
general preplanning input
Information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process of advertising.
Product- or service- specific preplanning input
Specific studies provided to the creative department on the product or ser-vice, the target audience, or a combination of the two.
problem detection
Specific studies provided to the creative department on the product or ser-vice, the target audience, or a combination of the two.
focus group
A qualitative marketing research method whereby a group of 10 to 12 consumers from the target market is led through a discussion regarding a particular topic such as a product, service, or advertising campaign.
ethnographic research
A research technique that involves observing or studying consumers in their natural environment.
storyboard
A series of drawings used to present the visual plan or layout of a proposed commercial.
animatic
A series of drawings used to present the visual plan or layout of a proposed commercial.
advertising campaign
A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.
campaign theme
The central message or idea that is commu-nicated in all advertising and other promotional activities.
slogan (tagline)
A statement or phrase consisting of a few words that succinctly expresses the company image, identity, and/ or positioning a company or brand wants to communicate.
creative brief
A document that specifies the basic ele-ments of the creative strategy such as the basic problem or issue the advertising must address, the advertising and communications objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive informa-tion or requirements
major selling idea
The basis for the central theme or message idea in an advertising campaign.
unique selling proposition (USP)
An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer.
image advertising
Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like.
Inherent drama
An approach to advertising that focuses on the benefits or characteristics that lead a consumer to purchase a product or service and uses dramatic elements to emphasize them.