...Chapter Twelve CREATIVE STRATEGY AND THE CREATIVE PROCESS Objectives To show how advertising strategies are translated into creative briefs and message strategies that guide the creative process. The chapter examines the characteristics of great advertising, styles of thinking, the nature of creativity, its importance in advertising, and the role of the agency creative team. We discuss how research serves as the foundation for creative development and planning, and we review common problems and pitfalls faced by members of the creative team. (p. 370) After studying this chapter, your students will be able to: 1. Discuss the meaning and the importance of creativity. 2. Identify the members of the creative team and their primary responsibilities. 3. Tell how to differentiate great advertising from the ordinary. 4. Explain the role of the creative brief and its affect on the artistic expression in an ad or commercial. 5. List the principal elements that should be included in a creative brief. 6. Explain the purpose of the message strategy and how it differs from the creative strategy. 7. Define the four roles people play at different stages of the creative process. 8. List several techniques creatives can use to enhance their productivity. Teaching Tips and Strategies This chapter introduces students to the creative process. Students are amazed when I explain to them that a 30-second commercial can take days to shoot in some cases...
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...3 Creative Business Ideas and Marketing Plan Uber: - Uber Technologies is an American International transportation company founded in the year 2009. As it’s a major creative business idea across the globe within a span of six years, uber entourage it’s services to 58 countries and 300 cities worldwide. Uber has set a trend for transportation and made several other companies to copy its business model and created business idea referred to as “Uberification”. Uber is now one of major trending creative business ideas in India to start with giving a drive across the major cities. As per CNN Money India is Uber's second biggest market after the US as the marketing plan it is going to pour one billion dollar into its market operations over the next...
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...Creative Strategy The objective of Jack Daniel’s creative strategy here is to appeal to and create profits from our target market. We want to establish a symbolic link between the iconic Jack bottle and the female lifestyle in our targeted age market. To our female market, we want to create a tone of luxury, the party-lifestyle, and sensuality. To appeal to females, we assume these to be things that would increase their likelihood of purchase. Our big idea is the “Jack and Jill” campaign where we hope to complement the masculine Jack with the female Jill. Our main character in this campaign is the beautiful Jill who mainly appears alongside images of the drink to create visual association. The central persona that the woman will take is one who can party but retain her composure; this would be best displayed in television or radio advertisements. Media Strategy We will advertise on TV, in magazines, outdoor, and online. We will advertise in mediums that either primarily target women or target a near-equal percent of women and men. TV spots will have a pulsed media schedule relative to the expected seasonal increases in sales due to expensive costs. These seasonal increases include wintertime, Nascar season, and Christmas. Below the Line Promotions A. Promotions Continuing to utilize the relationship with the NASCAR community, tickets from each racing event can also be used as a coupon in any store for two dollars off any type of Jack Daniels whiskey. B. Point of Purchase The...
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...Employing Creative Closure Strategies Kiaira Knox Intro to Policing Professor Williams 7/22/13 The law enforcement community plays a major part in our everyday lives. They not only have to enforce the laws, they also have to help the community. With so much responsibility on their shoulders, some things start to slip through the cracks, and officers have to start working overtime. To try and improve on this, the Anne Arundel County Police Department started an experimental integrated patrol strategy called Employing Creative Closure Strategies in its western patrol district. The experiment was limited to the midnight shift patrol squad. Under the traditional model of law enforcement officers are responsible for patrolling the streets, reporting broken sidewalks, potholes, street and traffic lights that need to be replaced. Under the new program called “Employing Creative Closure Strategies,” patrol officers work with sergeants and lieutenants to review crime data and come up with the best solution to problems. This allows officers to display their expertise in areas such as criminal investigation, traffic enforcement, drug suppression and routine patrol. Of course, as with any organization, changes will be met with resistance. Resistance will most likely come from the senior members of the team who feel like they have seen it all (like Sam Skeptic). To overcome this resistance, I would make sure that my officers understand that the new procedure is only an experiment...
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...OBJECTIVES 5 EXTERNAL ENVIRONMENTAL ANALYSIS 7 SOCIAL 7 TECHNOLOGICAL 8 POLITICAL 9 ENVIRONMENTAL 9 ECONOMIC 10 INTERNAL CAPABILITY ANALYSIS 11 VRIN 12 S.W.O.T ANALYSIS 14 PROPOSED STRATEGIES 16 STRATEGIC ALLIANCES 18 REQUIRED RESOURCES 20 CONCLUSION 23 REFERENCES 24 INTRODUCTION Located on Sydney’s unique Harbour, one of Australia’s most popular tourist destinations is the Museum of Contemporary Art (MCA). The MCA has been dedicated to displaying, collecting and interpreting contemporary art since it first opened its doors to the public in November 1991 (MCA, 2014). The beginning of the MCA was due to an Australian artist, John Power, who left his fortune to the University of Sydney when he passed away. The University of Sydney, on Power’s request, used this money to educate and inform Australians about contemporary art. This eventually led to the NSW Government donating the old Maritime Services Board premises to the cause. This location is where the MCA remains today. The following paper will analyse critical elements involved in the MCA’s strategic operations. Beginning with the mission, goals and objectives, followed by an external environmental analysis and an internal capability analysis. The majority of the paper will discuss proposed strategies and finally required resources. MISSION & VISION STATEMENTS Whilst not using the term ‘mission statement’, this statement successfully communicates what the MCA does, then delves deeper...
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...Marketing Management and Planning Module 7 HENDERSON BAS Prepared by: Group D Robert Walker Ladan Jalali Liang Chen Harinder Kaur Balaji July 23, 2010 TABLE OF CONTENTS Table of Contents 2 Problem Statement 3 Situation Analysis 3 Background 3 Objectives and Goals 3 Current Situation 3 Henerson Bas Process 3 SWOT Analysis 4 Market Analysis 5 Segment Analysis 5 Competition Analysis 6 Financial Analysis 6 Case Keys 7 Key success factors 7 Key uncertainties 7 Alternative 7 Alternative Analysis 9 Recommendations 9 Action Plan 10 Contigency Plan 10 Problem Statement: Louisa Morgan needs to Set a price and service level for advertising campaign for Halpernia Industry regard to maintain client relationship and satisfaction. The management at Henderson Bas needs to set up a pricing model to effectively balance company's profitability against customer satisfaction Situation Analysis Background Henderson Bas was founded by Dawna Henderson in 1996 and started as an interactive agency in downtown Toronto. The company developed from a one person operation to a midsized 65 person corporation. The company provided wide range of online services like web design, online advertising, e-mail marketing, database marketing and Technology services. They worked with many large companies including Coca-Cola, eBay, Molson and Nike. Henderson Bas was recognized as a leader in the interactive advertising industry. Objectives...
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...category, and the 5. Strategies of the brands whose communication plan you have selected. 6. Select the campaign of one brand and address the following issues: 1. What are the objectives of the respective communication plans / tools? What are the possible marketing objectives which you can infer for the campaign as a whole and its components? 2. Who in your opinion is the primary and secondary target audience? 3. Evaluate the message strategy and creative execution of competitors. 4. What are the strengths and weakness of competitors? 5. What value proposition should you communicate about your new product. 1. Develop the product that you are launching. 2. What are the product characteristics and the consumer benefits? 3. Who are your key competitors? What are they claiming through their web sites or any form of communications. 4. Study the tools carefully and understand broadly the market situation of the category, and the 5. Strategies of the brands whose communication plan you have selected. 6. Select the campaign of one brand and address the following issues: 1. What are the objectives of the respective communication plans / tools? What are the possible marketing objectives which you can infer for the campaign as a whole and its components? 2. Who in your opinion is the primary and secondary target audience? 3. Evaluate the message strategy and creative execution of competitors...
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...Planning strategy was once predominant in the 1960s and 1970s. Although it faltered in the 1980s and 1990s, it still continues to be a significant influence today. While the fact that many industries continued to experience turbulent was the main reason of the fall of planning strategy, it also accounted for the rise of the emergent strategy. Entrepreneurial organizations increasingly rely on emergent strategy development rather than formal planning processes (Fletcher & Harris, 2002). This literature review will attempt to discuss the debate over the prescriptive and emergent approaches for developing strategy followed by the main strengths and weaknesses of the article. The article uses experiences of a craftsman and a potter to develop an argument that the crafting image better captures the process by which effective strategies come to be than the formal planning (Mintzberg, 1987). Mintzberg stresses a strategy is actualized through the processes of learning, negotiation, and proposes that the distinction between planning and implementation is untenable (Mintzberg, 1990). “Openness of emergent strategy enables management to act before everything is fully understood-to respond to an evolving reality rather than having to focus on a stable fantasy.” (Mintzberg, Waters 1985). Emergent strategy is therefore described as a trial and error approach which allows amendments, rather than one fix objective, as in prescriptive strategy (Downs et al 2003). Mintzberg thus believes...
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...Singapore Management University Maters of Science Innovation | Core Module MGMT 661 By Associate Prof. Adel F. Dimian My Definition, Understanding and Response of the Lecture Topic & Discussions. Innovation Strategy Development Part 1&2 When the need of wanting to be different arises, the need to innovate takes a strong hold in one’s mind to bring about new changes that are often challenged in many different styles, manner, methods and modes. To my understanding different types of innovations requires and employs different innovative strategy or strategies. Which in turn determines the growth phase of the organization and its strategic approach and desired outcome of the innovation. Developing an Innovation Strategy Frame Work The Innovative ideas and strategy plans and developments can only take valuable shape and growth with the right leadership and driving force. Therefore with the discussions developed and generated, I have come to an understanding that successful innovation strategy is determined by the true leadership of an innovative leader with an innovative mindset who wants to achieve success for his organization, employees and himself. Instead of being comfortable and clustering around a few achieved strategies, a successful innovative leader begins by setting high targets and aspirations for the organization. Followed by recruiting qualified candidates and instilling tremendous positive energy, spirit and enthusiasm in the work environment. Although...
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...who are those who become successful and when does realization strike them that they really are one? But it seems like there is a bigger question being imposed here and that is, “Why do some succeed and some fail?”. What do these emerged businesses do that affect their fate in their chosen path? The answer is strategy. Strategy as defined by Helmuth von Moltke is ‘’applied common sense and cannot be taught”. He explains that strategy is about going beyond what you learn in school which is basically just about the common culture. There is no definite formula. Strategies are not only planned but can also be unexpected. In the business world, there are unexpected circumstances that come up that can be adapted into the existing strategy. It is important for a strategist to be able to see these opportunities that is usually otherwise buried under normal existing conditions and not visible to the eye of a normal human being. They must be able to recognize the patterns that emerges from opportunities. Although strategies should not always be deliberate, there are guidelines that a strategist may follow. Kenichi Ohmae explains that it is important for a businessman to be creative, have endurance and have good intuition. As explained previously, it is important that he/she must be attuned to the external environment and be aware of how it could affect your company and how it could affect the society. Aside from looking for opportunities, a strategist must also be cautious especially...
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...Vietnam Station 12 Business Plan Strategies and Business Modeling To Whom May Concern Executive Summary This business plan provides all specific information about business’s founder’s vision and the basic strategic plan necessary for initial establishment and operation of Vietnam Station restaurant such as marketing analysis, marketing strategy, management, etc., To be located in Shanghai, the , Vietnam Station is established to serve Vietnamese cuisine for people in Hong Kong. The basic objective is to offer travelers and residents the fresh, creative, attractive Vietnamese traditional foods. In fact, we have strong unique selling position in attracting customer attention because we provide foreign cuisine and elegant dining services. Moreover, our restaurant will offer different services in order to develop the popularity of our restaurant brand name. Vietnam Station will be dedicated to be a customer friendly environment by providing customer the best Vietnamese food and the best service as well. Objectives: * Provide genuinely Vietnamese traditional cuisine. * Showing customers that our restaurant is a good place to enjoy relaxing environment together with nice food and excellent customer services. * Maximize our reach to as many potential customers in the first six months. Hence, this is the important step before they get to know of our restaurant. Inform and remind customers about our restaurant. * Achieve the image as the place for dining...
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...Volcano Staffing Plan University of Phoenix MGT/431 Volcano Staffing Plan Developing the right staffing plan maximizes efficiency and reduces costs. It is important to incorporate the right mixture of full time and part time employees along with the right amount of staff needed for each section of the business. An organization must also acquire the right type of people to fill its positions by effectively recruiting through different types of means. In charge of all this, HR must deliver the requirements for the organization in a timely and cost effective manner. Finding the right amount of staff is important in achieving a balanced and profitable workplace. “If you hire to many workers, you will suffer from high costs with an office or factory full of workers with nothing to do; if you hire too few people, the workers you do have will feel stressed and overworked, productivity will suffer and some of your best producers may move on to greener pastures” ( The Houston Chronicle, 2011). There are five key steps in achieving the best staffing plan; gather statistics, use statistics, examine statistics, determine your busiest times and how many workers will be needed during those times, and finally create a plan. I decided to do a staffing plan at where I currently work, Volcanoecigs.com. The owners are new to owning a business and have noticed that we are wasting a lot of resources in under managed staffing. We are a fairly new company of only two years with two owners...
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...Understand the importance of creative and innovative management in organizations 1.1 evaluate current creative and innovative management processes in an organization 1.2 explain how to lead others to positively embrace innovation and change LO 2 Be able to support creative and innovative management processes for an organisation 2.1 assess the influence of vision and mission on generation of creative and innovative management processes in an organization 2.2 use analytical tools to identify potential creative and innovative management ideas 2.3 assess risks and benefits of creative and innovative management ideas 2.4 use change models to support the implementation of creative and innovative management ideas LO 3 TASK 2 Be able to influence others to effect change in an organization 3.1 produce an appropriate rationale to persuade stakeholders of an organization of the benefits of a creative and innovative management idea 3.2 communicate a creative and innovative management idea to stakeholders of an organization 3.3 establish key goals and priorities for implementation of a creative and innovative management idea using feedback from stakeholders LO 4 Be able to plan to overcome barriers to implementation of creative and innovative management ideas in an organization 4.1 assess the barriers to the implementation of a creative and innovative management idea in an organization 4.2 plan a strategy to overcome identified barriers...
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...Concessions are often necessary in negotiation but they often go unappreciated and unreciprocated. Most people understand that negotiation is a matter of give-and-take, you will win or you will lose: You have to be willing to make concessions to get concessions in return. Example, the head of a manufacturing firm was preparing to initiate talks with the leadership of the employees' union. The biggest issue on the table was a wage increase. The union was asking for a 4 percent increase, while management wanted to raise salaries by only 1 percent. The executive considered the situation. During past negotiations, weeks were lost as each side jockeyed for position, feigned willingness to walk away, and eventually compromised on an unsurprising outcome. In this case, a deal at 2.5 percent, the midpoint of the two parties' opening positions seemed likely to be agreeable to both sides. This time, things would be different, he resolved. He would save everyone hassle and delay by making concessions early. Against the advice of the mediator, he opened discussions by announcing that the eventual outcome was obvious and that he was prepared to make a final offer: 3 percent, the most he could have offered. The union's leadership was pleased by this offer—yet they did not accept it. If the firm could offer so much at the outset, they reasoned, perhaps they had set their sights too low. As the union's aspirations rose to unrealistic levels, a promising negotiation unraveled and culminated...
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...Plan 1. Identify the available conflict management strategies and their strengths and weaknesses. Strategy Strengths Weaknesses Collaborating By working together can lead to creative solutions. Time and energy Compromising Serving the common good of the team If others cannot compromise Accommodating Serving others needs to come to a conclusion Other team member’s ideas are lost. Competing Generating lots of ideas Can cause conflict Avoiding If an underling issue exists the team can focus at the task at hand. Team member do not submit ideas 2. Which of the available conflict management strategies is most appropriate for the current situation with David and James? Provide your rationale, including what factors you considered in making your selection. Your response should be at least 100 words. A good manager will know how to resolve conflict in the work place by reducing hostility and aggressiveness which must address the needs and concerns of everyone involved including the manager. By addressing all the teams needs would give greater satisfaction to everyone involved and a feeling of resolution. Compromising – This strategy may serve all the team’s needs, the manager can explain to all parties involved that some compromise needs to exist to serve everyone needs and to show them the way they will all benefit. 3. If the selected strategy is not successful, what is your alternate strategy? Provide your rationale for this selection. Your response...
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