The creative strategy consists of establishing how to communicate what is going to be said in a commercial or advertising message, it determines what will be the most effective way to get the message to consumers.
It is the second phase of the advertising strategy structure, which is made up of:
- The Copy Strategy or Communication Platform, which defines what to say, that is, the purchase proposal. The Creative Strategy, which defines how we say it, encompasses the creative form of the purchase proposal appropriate to the selected media. Media, which defines the means through which we are going to convey that "how creative" to the target audience.
Within the development process of an advertising campaign, the creative strategy or advertising creation phase is one in which creativity and the work of the advertising agency strongly intervene. This phase must be understood and developed on the reflective scheme of the communication platform or copy strategy. The creativity that is supported by the strategy is the one that will seek to translate the communication objective into an adequate expression so that the target audience responds in the terms desired by the advertiser, since the freedom that creativity demands does not refer to what to say, but to how to say it in powerful, original and persuasive messages. Consequently, the creative strategy should be formulated by the creative team together with the contact-account department and the media department.
This strategy will specify, on the one hand, the content strategy, that is, the axis and concept that will creatively structure the message and, on the other hand, the coding strategy, which will define how we are going to express it symbolically.
- Content strategy. In this part of the creation process, the communication axis and the concept that will creatively structure the advertising message are selected. Coding strategy. It is the part of the creation process in which the message is shaped according to the nature of the media and supports that are going to spread it, at the sketch level. That is, it is the part in which the so-called base ads or projects are made that will be used to present the campaign to the client.
The creative strategy is the process derived from the communication strategy that determines the communication axis, the expressive concept and the final communication piece, action or project. (Tur, Viñes. Creative Strategy. Conceptualization)
The creative strategy structures the parts of the message necessary for its construction, the creative strategy consists of shaping the content of the message, in how to say it. It is framed in the phases or steps to follow to develop the advertising strategy. It is developed after defining the objectives and the target audience, analyzing the characteristics of the product, determining the positioning of the product, service or brand (if it is not already there), specifying the budget and determining the calendar. The creative strategy is intimately linked to each of the points raised here. No goal, no end, you can't build your message, you don't know what to say. Without knowing to whom, the message can never be persuasive. Without knowing well what to communicate, the message will present multiple shortcomings.
It is the fundamental support for the planning, creation and development of a good advertising campaign. The fundamental elements of a creative strategy are the following: definition of the target group of the advertising campaign, basic promise, supporting reasoning and form of communication.
It is the final orientation, the ideological direction that is given to a communication problem. This is recorded in a final document that creative teams work with. The creative strategy derives from a previous document, the communication strategy, which is an interpretation of a marketing strategy made by the advertising company.
The elements of the creative strategy are:
- The psychological axis focuses mainly on characteristics of individuals. This is where its name comes from, and it is defined after an exhaustive study of their motivations and brakes towards a product. It corresponds to the benefit or satisfaction that the purchase of this product will bring to the consumer, the advertising promise on which the message revolves to cause the desired effect on the recipients of the information. The motivating element is the expression of the benefit granted by the axis. It is made by the creatives of the advertising agency, with a lot of imagination, high doses of ingenuity and professionalism. In your study we will include three sections, referring to the general structure of the message, the possible ways of expressing the axis and the advertising styles. The base ad is the artistic creation of the message. Specific,creativity leads to the realization of preliminary versions of the advertisements, called compositions or sketches in the print media, script, story board or action board in the audiovisual media and wedge models in the sound media. The advertising agency presents these preliminary versions to the advertiser for approval and to begin the production phase.
Bibliography
- Bonta, Patricio and Farber, Mario. 199 Marketing Questions. Editorial Norma, 1994, p.125 García Uceda, Mariola. The keys to advertising. ESIC Editorial, 2011, p.260-270 Nicolás Ojeda, Miguel Ángel. Advertising and youth. Editorial Vision Libros, 2008, p.36 Vega, Víctor Hugo. Basic Marketing. EUNED, 1993, p.207
