Advertising and Creative Strategy Development:

strategy

Advertising and Creative Strategy includes industry / competition analysis and primary / secondary research Crafting marketing communications message remains the most important task in any integrated marketing communication program. In terms of creative execution of the message, creative people within Kaavin Communications, the creative agency in Delhi, find several ways and means. However, underlying all of these messages is a creative strategy that involves determining what the marketing communication message will say or communicate and creative tactics dealing with how the message strategy will be implemented or executed.


The importance of creativity in marketing communication
The creative side of marketing communication is one of its most interesting aspects to engage with the audiences and convey the message. The creative strategy deployed to communicate a marketing communication message is an integral part of the advertising and promotional process and is often critical to the success or failure of the campaign. There are numerous examples all around us that enumerate how a good creative strategy determined the success of a product (goods and services) or reversed the fortunes of a struggling brand. At Kaavin Communications we try andbe effective in our communications rather just being creative for the sake of it.


Marketing communication creativity
It is important to examine the concept or the idea behind creativity and how it is derived from the strategy outcome. As a creative agency we believe in developing creative and effective marketing communication.


Unique solution provider creativity
Kaavin Communications marketing communication creativity refers to “the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communications problems.” This perspective recognises that creative marketing communication ideas are those that are novel, original and appropriate. To be appropriate a creative idea must be relevant or have some importance to the target audience. This is possible only with a strong strategic formulation based on audience insights and product or service benefit knowledge.

Planning Creative Strategy
Marketers hire Kaavin Communications as a marketing communication agency to develop and implement their marketing communication campaigns because they realize we are specialists in the creative function of marketing communication. However, it is important to point out that in the development of creative strategy we also involve representatives from the client side and other people in the agency as well especially those from the creative side. The creative team is given a creative brief only after basic agreement on the strategy with clients. Creative team gets the inputs and transforms them into a marketing communication message. Their job is to write copy, design layouts and illustrations and produce commercials that communicate effectively. We at Kaavin Communications believe that every marketing situation is different and requires a unique approach.

Our creative process follow the proven five steps formula to stay focused on the objectives:
Immersion
Digestion
Incubation
Illumination
Reality or verification
Our creative process offers an organized way of approaching a marketing communication problem. Various types of research and information can provide input to the creative process of marketing communication at each stage. There are numerous ways the strategy planning specialist acquire background information that is relevant to the marketing communication problem. These include:

Background research – informal fact-finding techniques and general preplanning input.

Product specific research – this involves different types of studies such as attitude, market structure and positioning, perceptual mapping and psychographic studies.

Qualitative research input – techniques such as in-depth interview or focus groups with customers or ethnographic studies.

Verification/Revision – The purpose of the verification/revision stage of the creative process is to evaluate ideas that come from the illumination stage, reject any that may be inappropriate, and refine those that remain and help give them final expression.

Some of the techniques used at this stage include:
Focus groups Message studies Portfolio tests Pretesting of ads in storyboard or concept card form

Creative Strategy Development
The creative process of marketing communication is guided by specific goals and objectives and requires the development of a creative strategy or plan of action for achieving the goal. Creative strategy development actually begins with a thorough assessment of the marketing and promotional situation and a determination of what needs to be communicated to the marketer’s target audience. Creative strategy should, however, also be based on a number of other factors that are stated in the situation brief format.

Briefing format – It provides a plan or checklist that is useful in guiding the development of marketing communication message or campaign. This document is prepared by the agency team or group assigned to the account and may include creative personnel as well as the account coordinator and representatives from media and research. The marketing communication manager and/or the marketing and product manager from the client side also get involved in the process and must approve the strategy document derived out of the agency briefing format.

Marketing Communication Campaigns
Most advertisements are part of a series of messages that make up a marketing communication campaign which consists of multiple messages, often in a variety of media that center on a single theme or idea. The determination of the central theme, idea, position, or image is a critical part of the creative process as it sets the tone or direction for the development of the individual ads that make up the campaign.

The Search for the Major Selling Idea
An important part of creative strategy development is determining the central theme that will become the major selling idea or big idea for the campaign. We have developed our own approach that is used for developing major selling ideas and as the basis of creative strategy.

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