In: Operations Management
Discuss the elements of a creative plan in advertising
Q) Discuss the elements of a creative plan in advertising.
Ans- Definition: Advertising it is a means of communication between
the users of a product or service.
Before we go further deep in topic, lets understand the advertising process.
a) Advertising strategy - Message tosolve a communication related problem.
b) Big Idea - It is to check that the idea for communication in the strategic message is a creative one.
c) Creative Execution - It is in the form of story, words, script and color.
d) Tactics - These are the decision related to method and media of advertising.
Crestive plan is the choices required to develop marketing/advertising message. According to Young's Model there are 5 steps :
a) Immersion - It is the process of immersing ourself in the problem and gathering background data.
b) Digestion - Taking the informataion and try to resolve it.
c) Incubation - Try to resolve the problem out of mind, and letting ideas develop.
d) Illumination - The generation of ideas and finding of solution.
e) Verification - It involves solving of problem, through refining and polishing of ideas.